What makes a winning press release? Being succinct. An editor’s attention span lasts 220 words, or 1430
typed characters with spaces. Here’s how to deliver a sizzling story:
Paragraph 1 is where you put the 5 W’s: who, what, when, where, why. Make the paragraph move
quickly and to the point. It is important that paragraph 1 makes sense by
itself.
“Paragraph 2 is a good place to set up a quote,” said Jane Doe, Title and Company. Quotes can provide
real substance and credibility, as well as color and personality to the story.
Use quotes to expand the key points in paragraph 1, adding information in order
of its importance. Keep quotes short.
Paragraph 3 develops the points you introduced earlier.
Answer any questions that the lead paragraphs may have raised.
Adding a bulleted list helps:
• signal that you’re providing important information
• organize the information
• make the page visually interesting and sustains the editor’s attention
Remember, you should be able to cut lines from the story from the bottom up and still be left with the most
important information.
If appropriate, end with a short description of your company or organization. Make it concise enough to be easily remembered,
especially if your company is brand new and needs visibility.
Extra! Extra!™ wants you to have a winning press release, so we’ve limited the word
count to 220 words or 1430 characters with spaces. This example is exactly that limit.
