All properly written press releases have a standard format that journalists and editors look for. As you study wire stories in the paper or on-line, take note of the structure.
- The Headline. Goes at the top of the release, tells readers what it's about and why they'll care. Editors don't have time to read the hundreds of releases that cross their desks, so will usually just read the headlines to see if any peak their interest or tie in with another story currently in the news.
- The Lead Paragraph. Like you headline, it should grab the attention of the reader. If your headline has interested a reporter or editor, then the lead paragraph will determine whether they keep reading or not. It contains the five Ws and is stated in a way that lets the reader know they will learn something by reading the rest of the article.
- The Nut Paragraph. This is where you tell the essence of your story. It's often the second paragraph of our release, but not always. It can even be more than one paragraph. If you were writing a movie, this is where the plot thickens and the audience learns the basics of the story.
- Quote(s). Reporters love good quotes. Some organizations only quote executives, but it is better to quote whoever you want the reporter to talk to if they call for more information. Reporters want to talk to someone who can help them with their story, not just someone with a title. Be sure to make the quotes sound the way people actually talk, including contractions, slang, or other conversational language.
- The Background Information. After, you have grabbed their attention, framed the story and added a quote or two, fill in the details of the story. This is where you give all the relevant information for your reader. The facts, stats, customer testimonials and other third-party information. If you need more than two pages, you want to consider putting together a fact sheet or a press kit that they can access for more information.
- The Boilerplate. A closing paragraph describing the organization issuing the release. Keep it brief; just who you are and what you do.
- Your Contact Information. Make sure to include a contact name, phone number, and email address for your readers to use if they require more information.
Even when using the proper structure, write and rewrite and rewrite your release until it tells your story simply and in a way that anyone can understand.