Properly composed and executed, the time-tested press release remains a viable way to accomplish a lot for your business. Learning how to use them in the most effective manner is something every smart business person should know how to do.
Your press release will get seen by different organizations, but most of the time they will hardly be read if there is no interest. A press release is meant to be some kind of news, and so there is really no reason to write a long piece on it. Make sure you keep your language simple and use short sentences, avoiding all types of jargon as it unnecessarily makes things confusing. Your frame of reference must follow the accepted standard for press releases which is third person. Besides this, keep your tenses consistent - be either in the past, present or the future. These are just standard formats and structures you should always follow.

What is the purpose of a press release headline? Mostly it's for summarizing the story, which means it has to be punchy and has to bring out the interest in your prospects. Your release is guaranteed to get nowhere if you omit inclusion of a headline. You can and should use white space, however keep in mind that your release will not be very long to begin with. Do you need a subheading? Well, press releases are usually not long enough to warrant them in our opinion. Never make your subheads more than a line in length, and it should not really need to be even that long. Most people use SEO in their releases, and so your main headline will contain your keyword phrase. As you probably know, it is your headline that will be responsible for anyone taking the time to read past it.
A properly structured and formatted press release is something else you need to learn, but that is very simple to find online. The standard business letter type format is used in which all of your personal business details are at the top left. This is standard and the industry norm, and usually people will want a way to contact you if they are interested in something. At the very least, provide a valid email address if you are not comfortable with giving out your phone number.

Be sure you learn exactly how to structure and format your press releases for the maximum effect.