Writing Press Releases: Don´t Be Cute

Press releases are not the right place to get all cute and personal with the editor or journalist to whom you are writing. Be careful that the language you use in your press release isn't too casual or chummy. Keep in mind that successful editors and journalists have likely seen and read it all, and your efforts to be their buddy will likely fall on deaf ears. Also remember that they are looking for material they can easily transform into content for their publication (your tone should match as closely as possible to the tone of the publication to which you are writing).