In this case, the title is "Black comedy takes dark turn". We have here one of the first and most important news values: interest. With a creative title like this which makes a play on words - black and dark - the reader gets immediately hooked.There is a hint there will be conflict and drama, but we don't exactly know what it is, so we want to read more.
The media release does not include background information about the subject (Mr. Vizard), it is only preoccupied with communicating the main fact: the Australian Securities and Investments Comission (ASIC) has commenced civil penalty proceedings against Stephen Vizard, after "he breached his duty as director of Telstra Corporation Limited by improperly using information given to him, to gain an advantage for either himself and/or others."
The style of the article makes it closer or more familiar to the reader (proximity), since it uses metaphors and images, for example: "Cornerbox had a few irons in the fire". And also, it has more common language expressions such as: "cracked a few gags"or, "things had been looking up".The use of the adjectives is more frequent in the article as well, which gives us a more colorful description of the events.
The main difference between the article and the media release is that the journalist is telling us a story, while the publicist is informing us about the facts.