2. Avoid jargon - but if you've got to use it, explain it.

3. The lead paragraph must:

• Contain the most newsworthy information;

• Contain at least one high-priority key point;

• Contain the five Ws.

4. The "spot-news" lead:

• Time element is essential to the story (it happened today and the media will want to report it today);

• The writing style is straightforward and factual.

5. The "feature" lead:

• The story lacks a definite time element and can thus be reported at any time.

• Paints a "word picture" or uses a "people" lead to capture the reader's attention, usually by focusing on the human interest angle.

6. Use quotes to incorporate subjective key points and to enhance news value of the release.

7. Tie up loose ends by explaining or eliminating contradictions and filling in any factual holes.

8. Carefully review the text:

• Does it have all necessary key points?

• Does it read smoothly?

• Does it have the desired effect?