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For a press release to be effective, it needs to be clear, factual and to the point. If an reporter wants to write a more in-depth article on your product or service, they'll call you for more information. State the facts (in the best possible light, of course) clearly and consisely, providing greater detail in the lower paragraphs of the release. A press release typically includes a quote from a senior executive, in which you can toot your horn a little, but make sure it actually says something meaningful. Cut the fluff, and stick with the facts.