More tips on writing a press release can be found in Packing a Punch with Press Releases.
Building Blocks for a Powerful Press Release
From Apryl Duncan, for About.com
Make it bold. Make it catchy. And just like the rest of your press release, make sure it's newsworthy and relevant. It will be centered (left to right, not top to bottom), in caps and at least two font sizes larger than the main body of your release.
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