The above is all good advice, but it is missing one thing! The Hook! You MUST have one sentence that tells the reader that something unusual and/or exciting has happened! Journalists need to earn a living. They do so by selling stories to mags and rags. They do NOT read 20 or 30 PRs a day, they scan hundreds of hooks, looking for an exciting story they can sell. They're in business and need to earn a crust, just like everybody else on this planet! That means writing at least 2,000 words of copy every day. If your story helps that poor sap make his mortgage payments, he will be back for more! "Sony looks to the future!" is not a story. "Sony develops revolutionary camera technology!" is a story. "College buys new grand piano!" is not a story. "Previn's piano comes to Scunthorpe Tech!" is a story. "Converted barn in Ruthin to be used for film" is not a story. "Hollywood Witches come to North Wales!" is a story. It has to be new, it has to be exciting, it has to involve a star, it has to be a story! After the headline, you need the log-line. One sentence that sums up the gist of the story and grabs the reader by the nose and promises a great article. "Sony has developed a new type of camera that is able to see through clothing." "A magnificent Boesendorfer Imperial, the largest grand piano ever built and once the specially selected piano of choice for Andre Previn, will now be played by lucky music students at Scunthorpe Technical College." "A new movie about witches in Wales has begun filming, using the latest digital technology, in a state-of-the-art studio in Ruthin."