Practically everybody has dreams of earning a bit of media coverage and being flooded with business. Unfortunately, that’s easier said than done. The main reason most press releases fail is because they are self-promotional. Promotional copy is the cardinal sin of press releases. Reporters want news, not advertisements, so before you begin to write, pick up an industry journal or two, read through a couple of newspaper articles that pertain to your occupation and take some notes.
1. No First or Second Person – Notice how all the news is written in third person they, she, them, etc.? You won’t find “we” or “us” or “you” unless they are included in quotes from various people.
Dispatches From The Front 