What should you include in the first paragraph of a press release?

1 The purpose of the first paragraph

The first paragraph of a press release should answer the five Ws: who, what, when, where, and why. These are the essential questions that journalists and readers want to know about your news. By answering them clearly and concisely, you can hook your audience and make them want to read more. The first paragraph should also convey the main benefit or value proposition of your news. What makes it relevant, interesting, or useful for your target market or industry? How does it solve a problem, meet a need, or create an opportunity? The first paragraph should highlight the most compelling reason why your news matters.

2 The format of the first paragraph

The first paragraph of a press release should follow a standard format that makes it easy to read and understand. It should consist of one or two sentences, not more than 25 words each. It should start with a dateline, which is the name of the city where the news originates, followed by a dash and the date. For example, "New York, NY - June 15, 2021". It should then state the name of your business or organization and the news you are announcing. For example, "XYZ Inc., a leading provider of online education, today launched a new platform that offers personalized learning experiences for students". It should end with a summary of the main benefit or value proposition of your news. For example, "The platform uses artificial intelligence to create customized courses that match the learning styles, goals, and preferences of each student".

3 The tone of the first paragraph

The first paragraph of a press release should use a professional and factual tone that reflects your brand voice and credibility. It should avoid hype, exaggeration, or opinion. It should use active verbs, simple language, and precise terms. It should avoid jargon, acronyms, or technical details that might confuse or alienate your audience. It should also avoid clichés, superlatives, or vague statements that might undermine your authority or trustworthiness. For example, instead of saying "XYZ Inc. is the best online education provider in the world", say "XYZ Inc. is a leading provider of online education with over 10 million users in 50 countries".

4 The examples of the first paragraph

Illustrating how to write a good first paragraph for a press release, here are some examples from different industries and scenarios. In healthcare, ABC Health announced a partnership with DEF Hospital that will enable remote consultations, diagnosis, and treatment to patients across the state. In entertainment, GHI Studios revealed the cast and plot of its upcoming thriller, "The Secret", starring Jennifer Lawrence, Tom Cruise, and Morgan Freeman. For technology, JKL Software introduced a new feature called "Cloud Connect" that allows users to collaborate and share files securely and easily. The feature is available for free for all JKL Software customers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?