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Since the first 'audience' for your release is made up of journalists, it helps to know what makes them tick. They need to quickly determine what a news release is about and how it relates to their readers. A press release is no place for cute headlines, plays on words or puns. Keep it straightforward. The press release needs to be factual, to the point and easy to read. And it has to be obvious to the editor that this information is valuable to their readers. Sometimes that means crafting a slightly different release for each publication. Fortunately, in this electronic age, that's not very difficult. Just make sure to proofread each release to make sure you haven't left out anything (or left in anything that should have come out!)