A journalist decides very quickly whether your release is news. Most releases lose them in the first line.
Lead with what happened
The first sentence should say what happened, who it affects and why it matters now. The company history can go at the end.
One release, one story
If you have three announcements, send three releases or choose the strongest one. A release that tries to say everything ends up saying very little.
Make it easy to use
- A clear headline, ideally under ten words.
- A quote that sounds like a person, not a brochure.
- Facts and figures that can be checked.
- A named contact who will answer the phone.
The organisations the press trusts are the ones whose releases have never wasted their time.
