In order to give readers a great story it's important to adopt appropriate techniques and methods in writing a press release from an editor’s perspective. This is found in the inverted pyramid technique in writing.
It's essential to write in inverted pyramid style, because editors cut from the bottom of a story. In the inverted pyramid style the most important information belongs in the first paragraph, and additional information follows in order of importance.
The inverted pyramid technique prevents both the editor and readers from searching for the important points. A writer should always tell Who, What, Where, Why, When, and How. It's essential to rely on facts, not sensation. These facts should be presented clearly and simply, and the editor allowed to decide what is important.
Editors are hired to exercise sound news judgment. Use active voice and subject-verb construction and conversational language. Public relations practitioners must possess the skills needed to communicate to their respective publics unambiguously, concisely, and honestly.
Simple sentences should be written in two or three sentences per paragraph. Typically one page is good; two pages are more than enough for a great story contained in a press release. After writing a news release or story, PR practitioners should have someone unfamiliar with the subject or contents read the story or press release. If it doesn't make sense to the test-reader, it probably won't make sense to an editor or readers .