I'm in marketing and I think this overview here http://www.ehow.com/how_2131244_writ...s-release.html is actually quite straightforward.

Don't think your press release has to be very complicated. Maybe a simple outline would include:

- your contact info
- a short paragraph summary meant to "hook" a reader into the plot and basic premise of your book and leave them wanting more

For example, with my own paraphrasing to make it more of a cliffhanger, taken from an Amazon's review of 2001: A Space Odyssey

When an enigmatic monolith is found buried on the moon, scientists are shocked to discover that it's at least 3 million years old yet releasing a powerful signal aimed at Saturn. What sort of alarm has been triggered? Who is it trying to contact? To find out, a manned spacecraft, the Discovery, is sent to investigate. The highly-trained Discovery crew is assisted by an on-board supercomputer, the HAL 9000. The crew soon realize that the machine may have learned too much about what it means to be human and must fight to save their own lives while rushing to unravel the mysteries behind the forces responsible not just for the monolith, but may even human civilization.

- a direct call-to-action line that tells the person reading the press release what you want them to do "pick up a copy at xyz" or "find out the answer to this mystery in this first installment of the xyz series"

- end with general book info and a line or two about the author "has written X short science fiction works over the pas X number of years. This is his first full-length book available for download/purchase"

Hope that helps! From what I saw briefly on your website link, I think that cliffhanger paragraph is what will really count. If you'd like you could post it here and get feedback on that directly?