Writing a press release

Draft a clear simple press release and one of the golden rules of good press release writing is to answer the 6 W's which are:

What - is the news?
Where - is it happening?
When - is it happening?
Why - is the news/event taking place?
How - is it happening?
Who - will be taking part?

Please follow the link for an example of a recent Sands press release.

It is also worth remembering that your press release will be one of many that crosses the news desk, so will it pass the stiff examination from the journalists outlined below? Don't worry if a couple of points aren't possible, but the more you can tick off the more chance you have of getting the media interested.

Press release - points for survival

IS THE STORY REALLY NEW? High up in the story it needs to be clear that the story is new or that at least there's a really significant development. You are in trouble if you can't establish that quickly. The word TODAY together with a key fact or proposal should get you in the right direction
WHAT'S THE STORY - IS THE KEY POINT UP FRONT? Don't expect the journalist to wait and find your vital message further down your painstakingly crafted prose. He/she won't bother, they'll just put your release in the bin. Get the key point into the introduction and THEN develop the story.
IS IT COMPETITIVE ENOUGH? Remember, your offering is just one of dozens piled in the news desk in-tray. Is the story presented at the top of your release so that the journalist is immediately grabbed by the fact in the headline AND then held by your first paragraph? If not your release will probably end up in the bin.
ANY EXAMPLES? If you are putting a message across try to show a real life scenario. News stories are about people not products. You need wherever possible to illustrate how someone BENEFITS from your message.
ANY BIG NAMES? If a well-known personality from any field can be tied into the story in any way you could be in business.