The Marketing Manager should prepare each press release in accordance with the Press Release Template. MT1020-5 PRESS RELEASE TEMPLATE covers a summary paragraph, dateline/lead, body, company info, and contact information. The Template also includes 10 additional press release tips.
Keep in mind the release should have an objective or neutral tone. Omit product or company hype or text that would appear in an advertisement. Avoid directly addressing the consumer or target audience – using “I,” “we”, and/or “you” outside of a direct quote is a red flag that what you’ve written is an ad, not a press release. Typical topics for a press release include: announcing a product launch or strategic partnership; publicizing an award received by the company or an employee; the publication of a book; or the launch of a new (or improved) Web site.