In my experience, so many people still don’t understand the basics of a press release.
Let’s use a new product or service as an example. Company X wants to announce their new product in a press release.
The message in the release should not be how brilliant Company X’s product is. It should rather focus on what it can do for its prospective customers. Remember that a press release is different to an advertorial. It is free content not a paid for page in a glossy magazine.
When drafting a press release, one needs to go back to the basics of journalism. Go back to the interrogatives:
Keep your article simple and without clutter. At the end of the day you want people to read your press release, not ignore it.