Public Relations Writing: Lesson #2 - p. 2

Planning your Press Release (continued)

The first sentence or two (plus the headline) will make or break your press release. If you've done your job, it will convey the main points of the story; also, it will convince an editor that this is not just a handful of facts -- it's newsworthy; thirdly, it will go beyond journalism, by communicating the message that your client is paying you to deliver.

These are the three elements of a good press release lead:

  • 5 W's (main points of the story, what the reader wants to know)

  • news angle (what the editor needs)

  • message (your client's requirement)

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