Press releases are a powerful way of increating traffic to site as well as improving online visibility of you site and search engine rankings. However, poorly written press releases will leave a bad impression and not grabe readers' attention.
Although your press release may have a greate topic that can grab readers' attention, one glaring grammatical error can prevent you from creating a positive impression on your services/products. Make sure proofread and edit before you submit. Also, try best to stick to the standard format of press release, which will give higher chance of being picked up by the various news and journalists at newsroom.
Readers don't have time to read your press release from top to bottom. They are likely to focus only on headlines and first paragraph. Keep things concise and be straightforward to the point. On the other hand, don't forget to focus on your main theme that will get audience exicted. 400 ~ 500 words press release is an ideal length including answers to 5 W's and 1 H questions.
Keywords are important to include for higher search rankings, however stuffing your 500 words press release with keywords is not a good idea. It will make your news not only unprofessional but you can't get credibility from readers.
Remember that your are writing your press release to journalists, not to customers to sell your services/products. Press releases should be written in a neutral manner and have the right balance between informational and sensational content.
Be weary of excess use of exclamation points and words such as "best," "amazing," or "Free" will turn off reader.