WRITING A PRESS RELEASE

Clarity is all. You don't need to write especially simple language: you can be quite detailed and technical if you want to be. Incorporate some facts and figures so that the editor or another writer can use them. Make sure that your sentences are well constructed so that they could, if necessary, be lifted straight into another article.

• Avoid ambiguity and clever turns of phrase. Don't use presentational techniques like underlining or bold.
• Avoid humour or gimmicks.
• Don't be frightened to end abruptly.