If the reader stops reading before completing the article, the most important information is conveyed. When space is limited, newspaper editors cut stories from the bottom. Therefore, the least important information will be cut first. Write in the active voice. Use short, upbeat sentences written in everyday language.
Short paragraphs are best.
Write factually and objectively. Tell how the information can help the reader, listener or viewer. Even though you're sending a press release to journalists, it's their audience you should keep in mind. Insert quotes from your company's CEO and other experts. Check for the proper spelling of individual and company names.