Keep It Factual

A press release needs to be factual. While it's acceptable, and even preferable, to present your company and its products and services in the best possible light, do not include claims that cannot be substantiated. In general, superlatives like 'best,' 'most popular,' 'market leader,' and so on, are best left to advertising. If your product is the best selling one of its kind, you can say so, but you'd better be able to prove it. Better yet, include substantiating detail in your release (e.g., 'Highest in customer satisfaction according to J.D. Power and Associates).