If you are promoting an event such as a free cancer screening, make sure you send the release at least one month in advance. The lead is the first paragraph of the story that entices the reader to continue. It should contain the who, what, where, why, and how of the story. For example, Mayberry Hospital recently announced a name change. This name change coincides with added facilities, staff, and services.
Names are news in any story.
Include any relevant ones. Quotes from or about people mentioned in the story. For example, We are delighted to have Dr Saunders join our practice, said Dr Ian Flemming. She specializes in female incontinence. A brief statement about the practice.