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Stick to the facts, and only include facts that you can substantiate. It's all right to present the facts in the light that's most favorable to your company, but be sure that anything you say can be backed up. Using superlatives or wildly optimistic quotes are red flags to the media. Be sure not to stretch the truth. And even if it is the truth, ask yourself, "Is there some way a reader could misinterpret this?" If so, rewrite the release.