Generally you are going to copy it word for word you cite it as a Press Release. Most times you want to put your own voice in the story, follow up with people in the press release and get your own quotes and then make sure the press release is factual.
In reality you shouldn't even need a press release. You want to be ahead of them and get that information for yourself. When it comes to things like restaurants that can be different but I am speaking from a journalism and news standpoint.
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