While you need to write in everyday language, avoid colloquial expressions, abstractions and jargon. Make it short and to the point-no rambling. Newspaper space is at a premium. Just ask an advertiser how much it costs. Stick to the basic format of the press release.
Editors are busy people.
If your release is poorly written or doesn't conform to the newspaper's style, it's often not practical to contact the author and then rewrite the release. Send early, send often. Press releases must go through several steps before appearing in print, so allow plenty of time. If for some reason your press release doesn't get printed, just go on to your next newsworthy event, and the next. Newspapers are under no obligation to use your release, so don't call to ask when your release appeared or why it didn't.