A press release must follow journalistic style in order to be given any kind of consideration by editors and readers. This task can be accomplished using the steps below.
Headline:
The headline for a press relase should be something that stands out and briefly summarizes the point of the release and rouses the readers’ interest. A good headline should be a line, at maximum two lines should be enough. Headlines should not be more than about ten words or less.
Opening Paragraph:
Sometimes called a summary lead, the first paragraph of a press release is critical. This paragraph must explain "the five Ws and one H" of the story -- the who, what, when, where, why, and how.
This paragraph must summarize the press release, with the following paragraphs providing the detail. The opening paragraph must also contain the hook: the one thing that gets the audience interested in reading more. The hook of a press release has to be relevant to the audience as well as to the news media.
The Body:
Using a strategy called the inverted pyramid, the body of the press release should be written with the most important information and quotes first. This inverted pyramid technique is used so that if editors need to cut the story to fit space constraints, they can cut from the end without losing critical information.
The Closing Paragraph:
This portion of a news release or story should repeat the critical contact information, including the name of the person, his or her phone number and/or email address.
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