- Format
- FOR IMMEDIATE RELEASE or hold until
- Headline (specific)
- date & location
- front-loaded first sentences
- body
- contact information
- blurb about company (boilerplate, optional)
- space (carriage return) between un-indented paragraphs
- ### or ENDS
- Primary audience: journalists
- our main job is to write the story for them; present your company's take on the issue
- secondary audience: customers, competitors, lawyers, etc.
- cover 5W & H, but still brief
- speaks in 3rd person
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