The goal of press release distribution is to attract the attention of both the media and the public. In order to do so, it is imperative that the release is centered upon an actual news-worthy happening. Topics such as the release of a new product, announcing an upcoming event, or a big special on a specialized service are great examples of things to highlight in a press release.
Callis notes in an article that “if it doesn’t seem like a news story, go back to the drawing board and make it more interesting.” It is incredibly useful in catching the eye of a reporter or editor to ensure that your press release reads like a news story and that it contains pertinent information. Otherwise, outlets are less likely to run the release or be interested in covering the product, service, or event. Start by featuring the news at the top of the release, and then funnel down to less important information towards the bottom.