As you prepare a news release imagine yourself as the headline writer of your local newspaper. What would the headline be for your news release? Remember, you are appealing to a broad base of your community. What is it about your news release that should make it interesting or important to the general public? Once you have the answer, make THAT your headline.
The first 2 sentences of your news release are the most important, because most assignment editors at newspapers and television stations will stop reading your release and toss it in the discard pile if you haven’t grabbed their attention by the end of the second sentence. Remember, it’s not what’s important to you, it’s what important to the public.