While attending paralegal school in what seems like a lifetime ago, I learned to draft papers that provided a legal argument for a certain position, for or against something. You looked at case law, government regulations, and general rule of law to help you make a cogent argument. It was all very dry, though still up to interpretation, analysis, and clearly tied to the selection of specific cases that would determine how one would view an issue. Writing press kits and pitch letters to the news media, though an act of persuasion, is quite a different task. Perhaps the two practices should merge.