Actually if the researchers expect the paper to be high impact they will often provide the press release to the University's press department themselves - these types of press releases are merely a layman directed abstract and tend to be reasonably OK.
This raises two interesting points.
1. Sometimes the lowest quality newspapers have the best quality article on a given publication.
2. Why aren't all research publications required to be accompanied by a second abstract written in plain low jargon language that can be understood at some level by someone with high school science?