Subsequent paragraphs should contain background information on the company or person and any relevant facts or quotes. Be sure to stick to the facts, your release is an informational tool - not an advertisement. Avoid overstatements and beware of claims as first, only, or unique because they can be easily disputed. In case of bad news, stress company actions being taken to rectify. Stick to one topic per news release.
Reporters receive hundreds of press releases per day and many are discarded after a brief glance.
A mis-directed press release is the most common barrier to print. Take the time to research the newspaper or publication to determine the appropriate editor or writer who may be interested in your story and their correct name and spelling. Other barriers are releases that are too wordy, no focus, missing information, and failure to anticipate basic questions. Don't be discouraged if your news release is not printed after your first few attempts. Sending a press release at least once a month to local newspapers and industry publications will lend credibility to your company and reporters may begin to call you for quotes, stories and industry news.