News answers one question: why now

THE IDEA

A press release earns attention when it reports something new: a launch, a milestone, a partnership. Lead with the fact, keep it short, and write it so a reader could quote your first paragraph without editing it.

FIND THE NEWS

What is genuinely new this month? If nothing changed, it is an advertisement, not news.

WRITE THE QUOTE

Make your first sentence quotable on its own. Readers skim, so give them the line.