Planning your Press Release
Now that you've tried your hand at a press release, using a list of miscellaneous information that I gave you on "From the Heart," you will probably understand me when I make the point that it's important to plan your work before you start.
You know from just paging through the newspapers that some
stories are more interesting than others. You glance at the
headlines and something catches your eye. You read the first
paragraph and you get the gist of the story. You make an unconscious
decision -- "That's all I need to know about that," or "Hmmm -- tell
me more." And then you settle in to read the story... or you turn
That's what editors do when they receive your release -- a
quick glance tells them whether it's worth focusing on. From
just a few seconds of reading, editors expect to find the "5 W's"
of your story -- that is, they expect to know with certainty
"What is this about?" And they also need to see why this story is
news. That's why we pay so much attention to the lead