Before sending a press release to the media, ask someone who isn’t a colleague if it’s interesting — a friend, family member, or, best of all, a friend in the media. (“If you got this release, would you report on it?”)

(Supporting sentences: So many press releases are grammatically embarrassing, uninteresting, and sometimes downright impossible to follow. This inexcusable. Bad press releases can sabotage millions of dollars of product development investments. They’re really to get right. Get ’em right.)