Final answer:
An important quality of a press release is that it's concise. It should provide necessary information in a clear and brief manner. The press release should be in a digital format to be easily accessible and shareable.
Step-by-step explanation:
An important quality of a press release is that it's concise. A press release should provide the necessary information in a clear and brief manner without unnecessary details. This helps journalists and media professionals quickly understand the key points of the release.
Another important quality is that it's in a digital format. With the increasing popularity of online and digital sources for news, press releases need to be easily accessible and shareable on various platforms.
While it's true that press releases are often distributed on multiple platforms, including social media and websites, they are not non-interactive. Press releases can and should include contact information or links for further inquiries or interviews.