When you're writing your press materials, remember that they're going to journalists. They don't need to be award-winning material, but they do need to be written well. Journalists will often notice errors in spelling and grammar, etc., but — more important — they'll immediately be skeptical about excessive claims or any kind of exaggerated praise that they see.

Reporters are also busy, which is why it's important to keep press materials short (hence the one-page press release) and to put the most important information in the titles and the first paragraph. If you haven't captured their attention by then, the entire press release will likely be consigned to the recycling pile.

In terms of specifics, press releases and backgrounders should be written in the third person (use he/she/it; not you/my/we/our), although direct quotes from key individuals, of course, can be in the first person. Write clearly and concisely and avoid jargon and complicated wording. Use active verbs and avoid passive voice.