Press releases convey some newsworthy event to your potential customers and the general public. How do most people react to a press release?  They read the title and subtitle to see if they are interested in reading more.  Finally, they may read the first paragraph before discarding it.  Only someone really interested in your announcement will read the whole press release.

(So, where should your most important point be stated?)

The next time you write or review a press release, pretend it ends after the first paragraph. You should understand what is being announced by just reading that important paragraph.

Of course, the rest of your press release is important as you bring in quotes from executives and managers from your company and outsiders who praise the newsworthy event.  And auxiliary rebuttal or comparison information can be included as well as a brief statement of what your company does and who to contact for additional information.

But remember where that most important point should be located.

-Don Burtis