2.  Preface your press release by explaining why the information is pertinent to your readers to encourage them to continue reading it.

3.  Begin with a brief description of the news before distinguishing who announced it.

4.  Make sure your press release explains how people will relate to the news.

5.  Since the first ten words are the most important and will dictate whether your audience finishes reading, start your piece with a very effective and efficient briefing.

6.  Steer clear of using large quantities of adjectives and jargon.  Make your text simple and succinct enough for your audience to understand easily.

7.  Present the facts of the news that is being related.

8.  Include as much contact information as possible for your audience to contact the individual in charge.  Phone numbers and email addresses will be especially useful to your readers.

9.  Make sure that what you choose to write about contains enough substance to warrant a press release.

10.  Direct your audience to a location for additional information, such as a website or brochure that is available.