The essential press release requirement is the news-hook. Make sure your press release is newsworthy. If it is truly a newsworthy story, editors are much more likely to use it. Please read more about press release format.
The title should be brief (up to 10 words) and answer the question “What happened/will happen?” It should also contain name of the company that provides information. Build the title according to the SVO rule - Subject Verb Object. For example: «Company Presented New Product line», «Cargolight Will Take Part In The Internmodal India 2012 Exhibition», «DSG Cargo Company Has Expanded Into The Market of Poland», etc. The title can be also used in the following format “Company name: statement”. For example, «TradeBizCompany: traders are expecting growing demand on the food and fiber market» or «Mark Davis: TrustCapitalProfits expects growing investors’ interest to the company».
Lead (first paragraph) should consist of no more than 2-3 sentences and answer the questions Who? What? Where? When? Why? Answers to these questions should be brief and to the point. Lead should encourage editors to read the full text and not to delete your message. Please also make sure not to use links, images and bullet points in the lead. It’s usually published as the preview, so it has to be brief and clear.
The text body should expand on the news story. Every important point should be addressed within the first sentences. The subsequent paragraphs should reveal the supporting information. Fill your press-release with hard numbers, experts’ quotes and opinions, as well as technical details that support the significance of your product release or announcement. The recommended length of a press release is about 2000 characters. An exception can be made only for press releases that demand detailed description to reveal the news hook. E.g. parameters to describe new technical item or software.
Add a paragraph with the company profile after the body text. Place information about the company, but stick to the point of the story and avoid promos.
Include contact details for journalists to reach the appropriate person for additional information.
Avoid waffle, slogans and emotional statements and appeals in your press release. Remember that this message is intended for the editor, not the customer. Stay away from hype-bloated epithets like “breakthrough”, “unique”, “state-of-the-art”, etc. Avoid using industry jargon too much; don’t expect that everyone reading it knows what you’re talking about. Write the press release in the third person. Instead of using ‘we,’ ‘us’ and ‘ours,’ use ‘they,’ ‘them’ and ‘theirs.’ Write in the active voice – the passive voice tends to kill interest.
Proofread your press release - and let someone else proofread it as well - before sending it out. Double check if all of your hyperlinks are working correctly. Even a single mistake can dissuade a reporter from taking you seriously. If quotes are used in the text - select a single style typeface.