If you are writing a press release, make sure it’s easy to read. Journalists usually skim read press releases so they need to be able to see the story in a matter of seconds. Simple tips like spaces between sentences and one line sentences can make all the difference.
If you have to read your press release more than once to understand it- forget about it. Journalists don’t have time to decipher long, rambling paragraphs. Make sure your sentences are short and to the point.