Headline, lede, quote, contact
Journalists scan, they don't read. So write a press release like an inverted pyramid — most important info first.
• HEADLINE in plain English, under 12 words. • LEDE paragraph answering Who / What / Where / When / Why. • ONE QUOTE from a real person with their job title. • ONE PARAGRAPH of context. • ENDS with 'For more information' and your phone + email.
Attach ONE high-resolution photo. Send by 11am, not Friday afternoon.
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