Well, a press release is basically a document that is issued to the media and consumers to introduce a particular product. The purpose of press releases is to increase sales and enhance the image of your particular business. An example of an article based off of a press release that was released at some point not too long ago was found in the New York Times online.
In order to give you a better idea of what original reporting is, I chose a very good example of a current event article to better explain it.
"On Peninsula in the Storm: No Way Out"
This particular story takes a closer look at the aftermath of Hurricane Ike and its effect on Texas. This story uses the Sherman couple who are Texas residents who experienced the horrific event as a basis for the story. Their stories are more emphasized than the hurrican itself becuase there have been numerous articles and news reports on Ike, but empasizing a particular couple accounts for the original reporting.