Here are a few things that should not be in any press release:

• Do not use all capital letters to emphasize anything. IT COMES ACROSS AS UNPROFESSIONAL AND LIKE YOU ARE SHOUTING AT THE READER.
• Avoid grammatical errors.
• Don’t send out a press release lacking content and substance. There has to be news in a press release for it to make the news.
• Don’t write an advertisement, or use promotional/fluffy language. Stick to the facts. It will give you much more credibility.
• Using the words “you”, “I” or “we” outside of a quoted statement, is not appropriate. It will make your press release sound like it was written with a biased voice, and it will have to be edited out before running in a publication. Save a reporter the extra work. You want to make it as easy as possible for them to run it verbatim.