How To Write a Great Press Release

The Eight Rules of Press Releases

The first rule of press releases is… you do not bury the lede.

The second rule of press releases is… YOU DO NOT bury the lede.

Third rule of press releases. Your headline is a distillation of your lede.

Fourth rule. Make it timely – why is this an important story right now?

Fifth rule. There are 5W’s. Answer them in the first couple of sentences.

Sixth rule. Keep things interesting. Include a quote or two from someone who matters.

Seventh rule. Include a contact person who is available to field calls from journalists.

And the eighth and final rule. For God’s sake don’t write something that should have been an ad.