The press release should be written as you want it to appear in a news story. Most journalists are very busy; they may dig deeper into the story if it doesn't sound credible, but they generally won't have time to do extensive research into your company's big announcement. Much of what you write for your press release will be what the journalists use in their writeup of your big event—in other words, if there are important details you want included in the story, you need to include them in the press release.
Start with the date and city in which the press release originates. The city may be omitted if it will be confusing –– for example if the release is written in New York about events in the company's Chicago division. The lead, or first sentence, should grab the reader and say concisely what is happening. For example, if the headline is "Careen Publishing releases new WWII novel," the first sentence might be something like, "Carpren Publishing, Ltd., today released their first World War II novel by celebrated writer Darcy Kay." It expands the headline enough to fill in some of the details, and brings the reader further into the story. The next one to two sentences should then expand upon the lead. The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and overuse of fancy language and jargon. Strive for simplicity, and no wasted words. The first paragraph (two to three sentences) should sum up the press release, and the additional content must elaborate it. In a fast-paced world, neither journalists, nor other readers, would read the entire press release if the start of the article didn't generate interest. Deal with actual facts –– events, products, services, people, targets, goals, plans, projects. Try to provide maximum use of concrete facts. This is news. A simple method for writing an effective press release is to make a list of following clarifications: Who, what, when, where, why, and how.