“To write a good press release you have to focus. The press release is meant to hook people—it’s how you get journalists interested in what you’re making. You have to catch their attention. You have to be succinct and interesting, highlight the most important and essential things that your product can do. You can’t just list everything you want to make—you have to prioritize. When you write a press release you say, “Here. This. This is what’s newsworthy. This is what really matters.”