Developing the Lead

Once you have the lead, the rest is easy. Simply expand on the information in the lead, providing necessary details. Try to anticipate questions the audience might have, and make sure you answer them.

Write in the style of the newswriter; avoid editorial comment. If comment is necessary, provide it in the form of a quote from someone of importance in the business.

If your release won't fit on one page, make sure the story makes sense without the final paragraphs, as editors will frequently shorten a story simply by chopping off whatever doesn't fit! Put what is most important up front.