How to Write a Press Release That Will Grab an Editor's Attention

Writing a press release really isn’t that difficult, if you know what you’re doing. Press releases all follow a certain format and once you have the format down all you have to do is come up with interesting copy. But, like I said, first you must learn the basic format.
Note: Always write a hard copy press release on your company letterhead or letterhead from the company you are writing about.
PRESS RELEASE! FOR IMMEDIATE RELEASEThis should be entirely in capital letters and centered if hard copy or in the upper left margin if sent electronically.
Contact InformationThis is where you place the name of whom the editor should contact for more information regarding the release, as well as an appropriate phone number, fax number, and email address.
HeadlineA good headline is essential in order to capture an editor’s interest and make him want to read more.
DatelinePlace the name of the city the press release is issued from and the date the release is being written.
Lead ParagraphBegin the lead paragraph with a strong hook to draw the reader in and make him want to read more. This paragraph will briefly – in two or three sentences – give the reader all the vital information in a way interesting enough to make him want to print your story, even if he weren’t to read another word (remember, editors are extremely busy and if you don’t hook them now chances are you won’t).
Make sure you’ve covered the 5 Ws you learned in basic journalism:
•Who•What•When•Where•Why
BodyThis is where you flesh out your release, that is, fill it in with more detail. A common approach is to use the inverted pyramid technique of giving the information in a most to least important structure. This is also the place to put in a quote or two if you have them.
Company InformationAlso known as the Company Boilerplate, this area is where you get to reveal a little about the company or give a brief company history. This can also be about a company product or service that is relevant to the press release.
Contact InformationUse this area to provide the public with the contact information you want them to use; name and phone number of contact person or business, web address, mailing address, etc.