Headline:
• Short (up to 60 characters for Google, and 120 for Yahoo)
• Contains a subject, an action verb and a clear statement of news
• Shouldn’t contain Web addresses (remove “www”)
• Third-person, objective voice
• Prominent placement of the company name and/or keyword
Summary:
• Between one and two sentences in length
• States the essence of the release for readers to skim
• Should be enticing enough to compel readers to read on
Dateline & Lead Paragraph:
• Contains who, what, where, when and why
• Contains subject, verb and object
• Simple and direct, stating news in an engaging way
• Informative enough that if readers stop after this paragraph, they will have all the necessary info
Body:
• Three to five paragraphs in length
• 300-800 words
• Contains relevant quotes
• Addresses a single news item with supporting information
Boilerplate Statement:
• Three to four lines in length
• Contains basic background of the company
• States any special credentials, awards, etc.
Contact Information:
• Offers easy way for media to contact you
Source: Sophie Shiatis, Vice President, Ecommerce, PRWeb