The most important piece of information every press release must include are:
Who
What
Where
When
Why
How
The same as journalists, you should use the above key ingredients as a checklist to make sure you haven't left out anything important.
The inverted pyramid style is used in conjunction with the above 5Ws + 1H . The news story starts with the most important facts and ends up with the least important or not as essential information.
A good news story front loads the most important facts as more and more readers will drop off reading the longer they go:
100% read the headline;
70% read the lead paragraph;
50% read the following paragraph;
30% read the third paragraph;
and only 10% read the fourth paragraph.
That's why you should limit your press release body length to 4 or max 5 paragraphs. At Viral Press Releases the press release body length is limited to 600 words.
Using the inverted pyramid style in your press release clarifies your message; encourages your target readers to keep reading; helps you optimize your press release for search engines by including the relevant keywords; and makes your press release accessible for people with ADHD, ADD, or dyslexia. By putting the necessary information first means less effort for those with shorter attention span.
The first and second paragraphs of the press release should include all the facts and supporting details, such as embedded images and videos.
In the lead paragraph, you should get to the point as fast as possible. The introduction paragraph does most of the hard work in a press release. Your target readers should get the gist of the news story as soon they finish reading the lead paragraph.
The third paragraph should add context and background to the news story. Include relevant quotes from your sources, such as decision makers, clients, event attendees or volunteers.
In the fourth paragraph, you should summarize what you've written. Include your call-to action or any final points you want to add.
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