If a press release is to be carried by newspapers or radio or television stations, then it should obviously be written in the style of journalists. It should even go further by following the style of the particular journal or publication it is intended for. This would mean following the house style or using terminology appropriate to it. Press releases should be set well ahead to meet the deadline for receiving copy and release instructions should be written clearly so that there is no room for misunderstandings.
In preparing releases, it is also useful to know what to avoid. Releases that are overly long are seldom carried. Editors are unlikely to take the time or spend the effort to follow up on releases that have significant information missing. Information provided must therefore be as complete as possible. Sometimes releases are not effective for very simple reasons. They might be posted according to mailing lists which are not out of date sent to people who no longer work at the organizations.
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