I don't know how often I get asked for advice because people don't know how to write a "proper" press release. The answer is: DON'T. Write something interesting instead. Like this amazing piece:
Independent testing by the National Highway Traffic Safety Administration (NHTSA) has awarded the Tesla Model S a 5-star safety rating, not just overall, but in every subcategory without exception.
What makes it amazing? It breaks every single rule of "How To Write A Boring Press Release". And it's full of interesting facts. No fluff, no quotes from somebody people never heard of, no bullshit.
"While the exact number is uncertain due to Model S breaking the testing machine" :-)
Of course to write an amazing press release it helps to have amazing facts to back it up.
Even if you have amazing facts, you can come up with something like this:
Link above used successfully today on marketing people when asked to review a PR for a new(!) exciting(!) solution(!) which is "not available for users before"(!).
They did not immediately understand when I asked them: "Does it break the testing machine?" :)
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