Unlike an emailed newsletter that is written in a personal voice, a press release must be presented objectively from a third person point of view. The reason is obvious. Every journalist has a duty to provide his readers with impartial facts and figures. He must not be seen as endorsing a company's products or services. As a newsmaker, put your most important message down into a quote.
Reporters always use quotes from the newsmakers to add an authoritative voice to their reports.
If your press release contains quotes that are important and relevant to the story, chances are high that they will be replicated in full in the published article. You should end your press release with an appendix that provides brief background information on your company, newsmakers, as well as who to contact for further information. The above writing tips are not meant to be an exhaustive guide to writing a good press release. But, it should help you get started on writing a press release yourself. Remember that practice makes perfect and the best way to learn how to write an effective press release is to observe how business news is reported in the business section of your newspapers.