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There are several software programs that offer a "fill in the blanks" approach to writing press releases. Since one of the objectives is to make your release stand out from the crowd, you're usually better off to at least try to write the release on your own. You are most familiar with your product and its unique benefits. If you understand the qualities that make a good press release, you'll be able to evaluate one that's written with software to make sure it meets the criteria.