When it comes to writing a press release for your small business, the key is no longer to concentrate on the first paragraph.In these days of aggressive email campaigns, you really need to lead with a strong subject to get people to even notice your press release. Understanding Marketing has an article up now in which they make the case for a strong subject that grasps the interest of the reader (as opposed to wasting time telling them what the press release is all about), as well as offering tips for writing compelling subjects, such as:

–Read newspaper headlines: Reporters are familiar with the way their headlines are developed. So it’s not rocket science for me to tell you to try and write like them.

–Measure your results: It’s important to know what worked and what didn’t. In a later tip we say it’s not a one-size-fits-all process. But it’s still important to track trends.

You’ll find many more tips with good examples of what they’re talking about here.