Article source: Quick Profit Formula
General suggestions to keep in mind are to avoid actually salesy, hypey or overly promotional words and phrases like “revolutionary”, “One-of-a-kind”, “unique”, etc; always use the 3rd person–never use the words “I” or “we” unless you are referencing someone else; keep it short and simple; and have a look at other good examples of press releases to get additional steerage.
It may take a few tries to start to get the it down pat but before you know it, if you follow these basic rules, you will be writing effective press releases without even brooding about it.