Aloha, Clayton, Thanks again for participating in this discussion. I think your instinct is correct to project such a press-release transformation in the future as a shortened news item, like maybe a 4-column-inch brief, rewritten to emphasize what you consider the most important journalistic content (instead of what the public relations person wants to emphasize) and (hopefully) even involving a few journalistic questions. Some that come to mind immediately: How much does this campaign cost? Who is paying for it? Who was paid for it (these posters frankly look like a bad Powerpoint slide)? What are its tangible objectives for success? Who will be responsible for those metrics? Who created this web site? What are their goals for it (Number of clicks? Time on site? Less complaints about closed beaches?) Who will be measuring and reporting progress toward those objectives? Who will be responsible for this campaign's successes / failures? How will we know? And so on ...