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Craft a compelling headline. Keep it short, active, and descriptive. Write headlines directed to journalists, not consumers. Avoid the use of uppercase letters.

Convey your message quickly and concisely by using a powerful opening summary. If journalists read only this portion of your release, there should be enough summary information to understand what the release is about.

Do not use URL links in your summary!

The City/Country of Origin is REQUIRED info in all press communications.

The first line of your press releases should include "FOR IMMEDIATE RELEASE", unless if you plan to embargo this release. If appropriate, repeat your summary paragraph next. Put the most important information at the beginning. A first paragraph should summarize the five W's: who, what, where, when and why. This is a tried and true rule of journalism.

Establish credibility with the media. Evoke the sense of movement by using words that echo the feeling of a conversation you would speak out loud. Keep it simple. Don't stray from clarity or try to sell. Convey your news directly by noting the benefits of your product or service without overstating them.

Try to compose your release with the Extra Links in mind. In the next pane, we have provided you fields for adding URL links separately from the body. This allows you to build up your body copy without having to consider URL links. Note: Your company Website address will be displayed automatically: you needn't add this in your extra links.

Tags are keywords that help users find your article. For example, if you're doing a press release about a new FTP software for Mac OSX, some of your tags might be:

FTP, Software, OSX

(note: the shorter the better - use only alpha-numeric characters)