who:
what:
where:
when:
why:

Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail.

Write for the Media. "try to develop a story as you would like to have it told."

Answer the question, "Why should anyone care?"

Does your press release illustrate? Use real life examples about how your company or organization solved a problem. Identify the problem and identify why your solution is the right solution. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life examples to powerfully communicate the benefits of using your product or service.

If you are reporting on a corporate milestone, make sure that you attribute your success or failures to one or more events. If your company has experienced significant growth, tell the world what you did right. Show the cause and effect.

"Stick to the facts. Tell the truth. Avoid fluff, embellishments and exaggerations."

Pick an angle. Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.

"Use active, not passive, voice."

Economics of words. Use only enough words to tell your story. ... Wordiness distracts from your story. Keep it concise. Make each word count.

Beware of jargon. While a limited amount of jargon will be required if your goal is to optimize your news release for online search engines, the best way to communicate your news is to speak plainly, using ordinary language.

"Avoid the hype. The exclamation point (!) is your enemy."

Get Permission. ... Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations.

About your company. Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history.

structure from Press release writing tips