- standard format
- FOR IMMEDIATE RELEASE
- headline
- location
- date
- body
- company information (optional)
- contact information
- ###
- 3rd person (don't say "I" or "we")
- appropriate use of quotations
- concise
- primary readers are media personnel, tertiary readers are customers
- like a news article but written by the company itself
- must cover a specific newsworthy event
- front-loaded (should contain the 5W and H within the first few sentences)
- 10 first words are the most important
- use simple, direct language (as Luntz recommends in "The Ten Rules of Effective Language")
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