1. Concise - short, punchy sentences, catchy descriptive headline. Drop unnecessary flowery language e.g. cutting- edge, revolutionary
2. Factual - present information as true, correct and unembellished
3. Objective - don't use over-hyped quotes that appear too biased
4. Timely - Incorporate the press release with a recent "event"
5. No Mistakes - check grammar, spelling, errors or fact, and sources.