Initial Case: Your headline should be written in initial case, with the first letter of each word capitalized. Exceptions to this include words less than three characters and prepositions.

ALL CAPS: It is considered bad form to submit a press release entirely in upper case letters, or ALL CAPS. In the unlikely event that your release passes through JoCool PR's editorial review process, it will be ignored by journalists and many readers. In addition, avoid using ALL CAPS to create emphasis on certain words or phrases, as this is a red flag that your release is an advertisement or spam. Always use mixed case when formatting your news release.

Summary: JoCool PR asks you to include a one paragraph summary, ideally two to three sentences in length. Some distribution points will only receive your headline, summary and a link to your news release. If your release does not have a summary paragraph, you may reduce the effectiveness of your news.

Dateline:Your release body should begin with a dateline, which looks like this:
City, State (JoCool PR) Day, Month, Year. Including the city and town related to your news is optional, but helpful for readers. The date should reflect the date of distribution for your release.

Spacing: Each paragraph should have natural line wraps, not forced line breaks. Leave one line break between each paragraph. It's not necessary to include dashes, asterisks or other symbols to separate sections in your release.

Grammar: Be sure your news release follows the accepted rules of grammar and style. Grammatical and punctuation errors affect your credibility. Excessive errors will cause your press release to be held by JoCool PR's editors.

HTML: JoCool PR does not support embedded HTML or other markup languages. Your news release will be distributed over a wide array of networks and including such formatting will negatively impact the readability of your press release.

Link Spam: To avoid link spam, include no more than one link per 100 words of your release. These links include both anchor text links and active URL hyperlinks.

Ticker Symbols: Unless you have express written permission to use another company's ticker symbol, don't include it in your release.

Lists: We have found that long lists may cause your release to be rejected from the news search engines. To avoid this, limit your use of listed items.

Graphs and Charts: If you include graphs or charts in your news release, they will not format properly and will need to be removed. We recommend that you convert any graphs and charts to images or PDFs to be added to your release as attached files.

Length: It is nearly impossible to announce your news in a few sentences. If you do not have more than a few sentences, you may not have a newsworthy item. We recommend release lengths between 300 and 800 words in paragraph form.

E-mail Address: Rather than including your e-mail address in the body of your release, include it with the rest of your contact information on the release template. If you include your e-mail address in the body of your press release, it will be written over with a message that indicates the address has been protected from spam bots. Spiders routinely scour the Internet to harvest e-mail addresses for spammers; this precaution has been added for your protection. Provide your e-mail address only in the space(s) provided during the submission process