Expensive press release initially lacking warmth (5)
I believe the answer is:
pricy
'expensive' is the definition.
(similar in meaning)
'press release initially lacking warmth' is the wordplay.
'press release' becomes 'pr' (public relations).
'initially' says to put letters next to each other (some letters go before others).
'lacking warmth' becomes 'icy' (I've seen this in another clue).
'pr'+'icy'='PRICY'
(Other definitions for pricy that I've seen before include "dear!" , "Expensive" .)