The headline and the summary and leading paragraphs have hopefully done their jobs of drawing people into your news release. Now it’s time to fully explain what you are up to, why people should care, and get into the nitty-gritty of how or what’s being done. You want to be sure the five W questions [...]

I spend a lot of time with this blog slapping around companies that do a truly terrible job of media communications, and by pointing out the mistakes, trying to educate them and others. But I don’t want to dwell on the negative stuff, and thought it might be useful to put readers through the basics [...]