1.	Use a creative headline that grabs the journalist's attention - keep it short, edgy and descriptive.
2.	Put the most important information up front - the journalist should be able to tell what the release is about from the first paragraph. Otherwise, they probably won't read further.
3.	Avoid hype and unsubstantiated claims - journalists get "pitched" everyday so stick to the facts and provide specific information.
4.	Be active and to the point - use clear language that will get the reader excited about the news.
5.	Keep the release short - one or two pages only. Journalists do not have the time or the inclination to do extensive reading of press releases. The goal of the press release is to engage the journalist- once they are interested you can provide more in-depth background.
6.	Don't use jargon - this especially refers to the technology industry (famous for acronyms). Don't alienate new journalists (or those that may not be familiar with your company) by using terminology they won't understand. Keep it simple.
7.	Highlight the benefits- instead of hype ("best, most, first" etc) explain how people will benefit ("save time, save money").
8.	Be specific- don't rely on generalities to attract journalists' interest. Instead give specific examples and detail why the product or announcement is important.
9.	Include contact information- to ensure press can follow up with someone in the company (or PR agency) to receive more information or schedule interviews.
10.	Proofread- when you've finished the press release remember to proof read it for accuracy.

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