The best tips I found for writing good news releases are listed below:
- Write in third person; don’t say “I” or “we” unless you’re using it in a direct quote.
- Consider the reader’s perspective; why should they care and what makes your news special?
- Be brief if you can; one page, or 400-500 words, is best.
- Get to the point upfront and clearly; don’t lose a reader’s attention from the start because she or he can’t figure out what the release is about.
- Avoid sales-pitch language and tons of adjectives, both which lose credibility in the eyes of readers.
- Keep your own opinions out of it.
- Write without using a lot of industry jargon; don’t assume that everyone who’s reading it will know what you’re talking about.
- Proofread! Do your own careful review to avoid costly errors.