1. Writing a Press Release
Your press release is a document issued to media and other target grpups to announce about yourself, your organization and your product. A well-written release can dramatically ensure your visibility among the masses and greatly enhance the image of your business or products. A professionally written press release can make your business very successful.
Your press release must have a general interest to the target audience. Moreover, your release should be written in an informative style with the marketing message remaining intact. The focus of your announcement should be a human-interest story to help create interest among the readers.

2. Important components of your Press Release
Your press release need to detail out all the information that a reader may be interested in.
a) The person or organization making the announcement
b) The main points of the announcement 
c) Important sayings by important persons concerned
d) The activities, projects etc involved
e) The place where the event occur 
f) The reason behind the event/announcement/innovation
g) The effect of it at macro level

3. Making your Press Release 'Powerful' & 'Convincing'
Make the content, news or story of your press release very powerful. Keep few points in mind while writing your press release.
a) Is your content is convincing enough? You write a press release to inform your target groups about your innovations, new initiatives etc. Do not give an impression as if you are trying to sale something. A good press release provides the useful information about your organization, product, service or event.
b) Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers' attention.
c) Write for the Media. Most of them will pick up your press release and publish it with little or no modification. So, try to develop a press release as you would like it to be presetned in the media.
d) Pay attention to the facts. Avoid exaggerations. If you feel your story sounds too good to be true, you are probably questioning your own credibility. Even if it is true, you need to tone it down to look it more truthful.
e) Avoid jargon. A limited amount of jargon will be required when you wish to optimize your news release for online search engines. But the best way to communicate your story is in plain language, using ordinary terms so that everyone can understand it.