Unfortunately, many people have a tendency to put less important information in first sentence of a release. For example:

"Chet Thompson, CFM, a financial planner located in Glendale, today announced a new service called 'PlanWise.'"

What's more important? Your name, your location, and name of your service, or fact that it will provide a better retirement? All of your contact information is important, and should be in release, but it's not as interesting as what your service will do.

Reporters scan a release quickly: burying your "best" stuff near bottom always backfires. A press release isn't a mystery novel—you aren't going for a surprise ending.

After interview is over, send reporter a note or email inviting them to fact-check with you before article goes to print. You'll get to correct any obvious errors in your comments or in article, and perhaps even smooth out any infelicities in your quotes. With a little diplomacy, you may be able to exert some last-minute gentle influence on story’s drift.

Think of this as a value-added service for your client, reporter. It shows that you understand their job and will make them more likely to interview you again for their next story.