How not to write a press release?

First of all, press releases should not be addressed to the consumer, used to promote something or include advertising content. Furthermore expressions such as the best, the most, etc. should not be preferred if possible. But if it is absolutely necessary, the claim should be verified.

Ambiguity should be avoided, as should jargon, slang or slogan-like terms. You should also refrain from itemizing. Make your headline appealing but leave it to the journalist or editor to come up with a creative, compelling headline of their own.