: Incorporate interesting statistics, exclusive research, or powerful results to provide immediate credibility. 2. Structure for Skimmability

To produce an interesting press release, you must treat it like a "story starter" rather than a dry announcement. The goal is to provide a journalist with a compelling narrative that they can easily adapt into a news article. 1. Identify a Genuine "Hook"

Guide to Writing A Press Release - Bottle Bill Resource Guide

Journalists often decide within 10 seconds if a release is worth pursuing.

: If your first sentence doesn't answer why the general public should care, it likely won't be read.

Before writing, ensure your news is actually —meaning it is new, surprising, or solves a problem.