Writing a Press Release: Inverted Pyramid StyleWritten by Ned Steele
A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."
The "inverted pyramid" style is goal of every newspaper reporter, and, if you want free publicity, it should be goal of your press release as well.
What is an inverted pyramid? It is structure of press release. It simply means that you should put most important or enticing information in first few sentences of your press release, and then unfold rest in descending order of importance.
For example, if you are announcing a new financial planning product or service, put that up front:
"A new financial planning service will help local families increase their retirement savings."
Publicity: Show a Reporter You Care by Inviting Them to Fact-CheckWritten by Ned Steele
Just like a financial planning client fears not having enough money for retirement, reporters fear getting their facts wrong in print.
Inaccuracy isn't tolerated in newspapers or magazines. Look at outcry after Mitch Albom, bestselling author of Tuesdays with Morrie and The Five People You Meet in Heaven, mis-stated location of an interview subject in an article. And this was in a sports column! Imagine fallout if he'd made a crucial error on business pages. It's no wonder reporters are fearful.
This provides an opportunity for you to stay in contact with a reporter after your interview, and maybe even steer story in direction that will maximize your publicity and marketing results.