There's really only a couple of simple rules to follow when writing your press release. The closer you stick to the basic rules the better results you will see from your releases.
It is important to submit news worthy press only. Great topics for press releases are new partnerships and acquisitions, location changes, expansions, new staff members, new clients, awards and recognition, etc. Price changes, sales, and promotions typically do not make for interesting press releases and will seldom be picked up.
This goes for the title and the press release. Don't confuse your title with your opening paragraph. Our media partners and their readers are busy folks. Give em the meat and let them move on. Before anyone reads your press release, they glance at it. If it looks like too much work to read based on the glance, they won't read it!
Create a headline which conveys immediately why this news is important. Avoid promotional sounding words. What you say here determines whether the reader will read the rest of the release.
Answer who, what, where, when, why, and how. Write this paragraph as an abstract or summary for the press release.
Again, this is press not advertising so keep your release factual and refrain from too many adjectives or "hyped-up" terms.
NOT ONLY IS IT REALLY OBNOXIOUS TO READ it's not all that respectful to the media partners who will be running your press. Remember, it's press, not ADVERTISING. Your title should have the first letter of each word capitalized only.
Include especially any information about products or services which help establish your expertise. Also mention your location, years in business, etc. Keep it short; don't include the annual report!
For more information about getting publicity for your resume writing services, visit The Publicity Hound.