By 
Marc Harty’s 7-point formula.
Title n. 1
Keep your title short and make sure you have your keyword phrase in your title. This is key and something that even experts forget to do. The sooner you put your keyword phrase in the title, the better.
# 2 Summary
Two or three sentences … What is this press release about? What are you talking about? What is the topic?
# 3 Introductory paragraph
If you know anything about copywriting, you know that the purpose of the headline is to keep you reading. The purpose of the summary is to keep you reading the introductory paragraph. The purpose of the introductory paragraph is for you to read the rest of the release.
I like to ask a question. I don’t want to start talking about myself. I want to add some context. I mean things these days are tough in the economy, whatever it is, but something that can build a good relationship with people.
This is not just a press release, your common sense and copywriting are critical. Establish that relationship with your audience.
# 4 quotes
You’ve probably seen this on the news or in a press release. There is someone quoted. If you are doing a press release, that someone is you, but it doesn’t have to be you.
For example, if you are using one of my techniques and taking advantage of current events, maybe that quote is something that is available in the media. Maybe it’s a third party, a research study, and you’re citing the person in charge of that study.
About 99% of the time, I write the quote for my clients and let them approve it. This is not Shakespeare. You don’t have to say something that goes on and on or will live for 300 years. Make it concise, short, and worthwhile.
# 5 Support Points – Facts
When I started out in copywriting, I learned the distinction between facts and statements. If I say that we are number one, it is an affirmation. If I can say that we are number one, because we sell more units or have generated more revenue, now I have taken that statement and made it a fact.
What can you make that are fact-based supporting points that you can talk about in terms of your story or topic for that press release?
# 6 call to action
I would say that most people who put out press releases don’t have a call to action and if they do, it goes something like this: “Visit our website blahblahblah.com. Call our toll-free number blah-blah-blah “. I don’t know about you, but I’m not incentivized. I am not motivated to advance further in learning this business, service or company, because I do not know what to expect. It looks like some kind of pedestrian.
In the press releases people were taught not to be promotional, because it is a press release. It has to be editorial and that is true. One of the differences in press releases is that you cannot use the word “you” in a copy, because it must be written in the third person.
# 7 About
This is a paragraph of your company, not the subject of the press release, because you can have multiple products. And it can also be about you, if you’re an author or speaker, it can be about you.
This is an opportunity that, if you have some credibility, if it’s been published in a specific magazine, as seen on CNN, whatever those things are, those are the opportunities to include that section on.
This on section is consistent from release to release, which is good, because now part of your press release is already pre-written for you and is not going to change. It doesn’t have to be long. I usually do three or four paragraphs. Also put your link to your website.