Press releases should be written in an objective and impersonal
writing style. The content should not include personal feelings,
thoughts or opinions. The press release content should not ask the
reader to take specific actions not common for journalists to take.

Objective writing is commonly used by journalists when reporting on a
news story. The content is typically written in the third person point
of view, i.e.,"they,
their, them, it, one, he and she" and is designed to be an unbiased presentation of facts.

Press releases should not be written in the first person point of
view. For example, words like "I, me, my and mine" should not be used
outside of a direct quote. You can, however, list the business name when describing it in your press release.

Press releases should not be written in the second person point of
view. For example, words like "you, your, yours, us and we" should not
be used. You can indirectly provide the reader with information on how
to take action by indirect text such as "Consumers interested in...",
"For more information about…", "(Product XYZ) is available beginning
today…".