Active language is best.
Jargon, abbreviations, unexplained details, cliches and any facts the writer is unsure of, should be avoided. Any opinions used in the text should be expressed in quotes and the sources cited. Compile a list of addresses and contact persons for local newspapers, magazines, radio and television stations, collectively called the media. Verify information before the Press Release is sent out to the media. File photographs used to document your project, so that they can be sent out in response to requests from the media.