A
headline that gets to the point.
Craft a headline which conveys immediately why this news is important.
Avoid promotional sounding words. What you say here determines
whether the reader will read the rest of the release.
A
strong leading paragraph for your press releases.
Answer who, what, where, when, why, and how. Write this paragraph
as an abstract or summary for the press release.
Detailed
explanation from the reader's perspective. Give details
of the news so the editor understands why it's important to his/her
readers. Any background information, quotes of note, comparisons
to similar products or services, etc., which illustrate the importance
of this news should be included here. If you're announcing a new
product, mention shipping date, price, and other points of interest.
Short
corporate summary.
Include especially any information about products or services
which help establish your expertise. Also mention your location,
years in business, etc. Keep it short; don't include the annual
report.
Complete
contact information.
Write a release that includes contact name, company name, full
address, phone number, email address, and Web site URL. The contact
name should be someone who's available and capable of answering
questions.
Keep
it short.
Maximum length should be one to two pages and no more than 500
words (some experts say no more than 300 words for a press release).
Don't
sell. A release which tries to sell or advertise
will be tossed. Be factual -- not promotional. 