Intro/Lead
Start with a bang. Aim to answer as many of the five W’s and 1 H as
possible in your first sentence. Ideally you should state what happened (or is
happening), where, when and who says.
Source
If you have not already done so, answer the question: "How do I
know?" Journalists need the
answer as a source to give credibility to their story.
Essentials
The essentials of the release and the perspective - the reason
why the story is significant.
Unless the facts speak clearly for themselves (and they often
don’t) you may have to
answer the question "So what?" Tell the reader the
answer to any other
unanswered questions: Why? How? Who?
Quotes
Press releases gain "life" if you include a direct
quote from the
most important person involved. It should be brief and to the
point.
Give the speaker’s full name and job title.
Anything else?
Have you said anything that needs explaining or
backing up? If the release spreads to a second
page (ideally it shouldn’t) type "more follows"
at the lower right-hand corner.
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