1. Providing Information – Not a Sales Pitch
This is the single biggest reason that press releases wind up in the garbage! By definition, a press release’s job is to inform the media of something new, not to sound like an infomercial.
2. Answering Journalism’s Biggest Questions
Good press releases are designed to give reporters all of the important facts, so that they can turn around and report them to their viewers or readers.
3. Using the “Inverted Pyramid” Style of Writing