By Bob Cycon
Always remember that the purpose of a press release is to convey NEWS.

Use a special letterhead that states “PRESS RELEASE” or “NEWS RELEASE” so an Editor can quickly distinguish your news from ordinary correspondence.
Always date your press release and include a release date (in most cases, “FOR IMMEDIATE RELEASE”).

Include a contact name and phone number for editor follow-up questions.

Include a short heading or “slugline” to identify the subject of a release.

As a general rule of thumb, press releases should be typed double-spaced.  However, if you can fit a release on one page single spaced, do it.

The opening paragraph must answer who, what, when, where, why, how.
Write press releases in inverted pyramid style, i.e., put the most important information at the top and arrange facts in descending order of importance. 

After writing a release, ask yourself: “If an editor only prints the first two paragraphs, is the most important information there?”  Use the same criteria for all succeeding paragraphs.

If possible, include one or two quotes from an organization representative. This makes it appear that an editor “interviewed” the person and increases the chances for publication.

Avoid “puffery” and “fluff”. Stick to the point and don’t ramble on.
Proofread every release before it goes out. Avoid typos.

Write your press releases with the goal of having editors do as little editing as possible and you’ll increase your chances of gaining that coveted “ink”.