Seven Tips for Giving Media News They Can Use: #4 - Include the Five Ws

Posted on Apr 4, 2012 in CHI University
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Include the Five Ws

Your news release needs to tell the media the five Ws, and it should do so in the lead paragraph. The five Ws are:

  • Who
  • What
  • Where
  • When
  • Why

This lead paragraph will summarize what makes the news release “news,” which is why it’s so important to nail down these key facts right out of the gate. The rest of the news release will provide backup and detail to support the five Ws you’ve just introduced.

Think of your news release like an inverted pyramid: The five Ws are at the top in the lead paragraph. Interesting facts and colorful details, such as quotes, are added according to importance to the story. All of the extra information is found at the bottom of the pyramid (story).

Now you know the basics of how to craft a news release. But, we’re not done yet. Stay tuned for some helpful tips to ensure your news release is something the media wants to read.


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