A Press Release is NOT a Sales Pitch

According to magazine and newspaper editors, the most common and vexing weaknesses of the press releases they receive is a tone that resembles a sales pitch.

To avoid this, don't write directly to the reader. Also, edit out any adjectives that function primarily as self-praise. Remember, the editor isn't looking for sales material; he or she is looking for interesting and relevant content for his or her readers, listeners or viewers.