Anatomy of a release

From lead to boilerplate

Anatomy of a release

The headline’s connected to the dateline … Learn what goes where in successful news releases. Image by University of Liverpool Faculty of Health & Life Science

Leads for releases

Leads for releases

Go beyond the 5 W’s

Conventional news release leads are formulaic, old-fashioned and — let’s face it — dull. Instead, turn to these more effective approaches.


Body for releases

Body for releases

Avoid ‘the muddle in the middle’

Strengthen your core: The best release bodies are lean and mean.


Quotations: Write Killer Bites

Quotations: Write Killer Bites

Turn lame-ass quotes into snappy sound bites

Transform quotes from blah to brilliant: Quotes can add creativity, humanity and color to your story. But too often, quotes are the most boring — not the most interesting — parts of our message.


Boilerplate for releases: ‘About us’

Boilerplate for releases: ‘About us’

Boil the company down to one short paragraph

Boilerplates: Can’t live with ’em, can’t get a decent one through approvals. Here are some tips for writing effective boilerplates.


Quotes on Anatomy of a News Release

Quotes on Anatomy of a News Release

What writers & others say

“Only two things will survive global warming: cockroaches and boilerplates.” — Ann Wylie, writing coach


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