Date-CITY, STATE, COUNTRY - The first paragraph contains the most important elements and most answer the Ws: Who, Where, Why and What. Answer all the important questions in the first paragraph.

Use direct language and back up any claims with facts. Get an expert quote. In the second paragraph, develop a little deeper the ideas introduced in the first paragraph. Back up your claims with quick examples. Don’t use vague language, demonstrate.

Breaking quotes up into two parts is a good way to break the monotony and also give more credibility to the words by introducing your speaker and his/her qualifications. Keep your release to 500 words or less.

Conclude again with contact information. It is recommended to include a boilerplate. That is a short statement about the company that is to be included with every distributed document.

End with ### to let your reader know that the release ends at this point.