A press release doesn't have to be earth shattering, but it should be specific. A release should be about new products, new services, new people, or events. Make them want to read more. A case study helps you see the finer points. Print out a test copy and adjust the text before you make final copies, send it to the Web, or start e-mailing the release.
Every press release starts with the release date.
This message tells reporters they can use the release the second they receive it. Presumably, reporters would respect your wishes. But, they don't have to honor this request and some don't. The next item is the contact information. If you have several contacts, i.e., one for the media, one for dealers, and one for consumers, list those name and numbers as well.