Writing a professional press release may seem like an easy task, but certain rules and formats must be followed, and doing so will increase your likelihood of acceptance by editors of your key publications.
First of all, every sentence in your press release must be factual, and opinions are only allowed in your quotation. The quotation should not introduce new facts and should instead comment on the meaning of the new development summarized in the headline.
The first paragraph of the release should introduce your company with a brief description of its function and then basically repeat the headline. E.g., Cut-It-Out Communications, a Westchester public relations agency, today announced [headline].
The second paragraph of the release should expand upon the first paragraph, and the third paragraph should contain a quotation from the company’s President commenting on the story.
Finally, the rest of the release can include more tangentially related facts, further descriptions and related stories. But just remember, the most newsworthy facts should be placed up front in a “reverse pyramid” style.
After including the necessary contact information at the end of the release, you may finish with a boilerplate paragraph about your company. It should be set apart from the main body of the release with the headline “About [My Company]”