• Stay away from hype-bloated phrases like "breakthrough", "unique", "state-of-the-art" "cutting edge", etc.
  
• Always write it from a journalist's perspective.
  
• Never use "I" or "we" unless it's in a quote.
  
• Read lots of good newspaper writing.
  
• Shorter is better. If you can say it in two pages, great. If you can say it in one page, better.

The rest of this chapter will tell you the tips and tricks to get your press release published.

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