Title / Headline
The title of your press release should be informative, intriguing and optimized for search engines. The goal is to get the point of the story across in a manner that attracts readers (and potential members and visitors) and adequately conveys keywords to search engines. In pitching to a journalist, you want to get their attention with the title.
For online press releases, the headline is not only the title of the text, it’s the title tag of the web page. That means it will be crawled by search engines and used to index it in search engine result pages. Take the time to write a factual press release title that also incorporates significant keywords browsers can use to locate it.
(Try to start with an attention getting headline, but not over the top) Also include if applicable. If there is a Photo opportunity: (What it is, where it is, when it is and contact details)
Sub-Title / Sub-Header
Subtitles aren’t always required, (but maybe for certain online press release sites) but take advantage of the opportunity to incorporate more relevant keywords in a that area of your press release.
Introduction / Lead
In the introductory paragraph, quickly but effectively incorporate the who, what, when, where, why, how content you outlined in the title. This paragraph is, in many ways, the most important but also must be the most straightforward and to the point. Its purpose is to give readers the essential information while encouraging them to continue reading.
Summarize the story, who, what, where, when and why. All key information needs to be in this paragraph
Body / Content
Once you’ve explained the essentials of the press release, you can use the body of the press release as a place to elaborate on the who, what, when, where, why and how of the story. If possible, integrate quotations from persons involved in the story, in the case of a club, use members, guests and officers. These help add authenticity to the press release and zip up the content.
Put in more details to ﬂesh out the story you have outlined in the ﬁrst paragraph
Company Bio (in this case Toastmasters club bio)
Ideally, your press release should not exceed ¾ of a page in single-spaced font. This leaves enough room for a brief club bio to conclude the copy. If you’re writing the press release about your club, you may use this space to write a short paragraph about who you are and what your club does. It doesn’t hurt to include any awards your club or club members have received.
The traditional mark used to indicate a press release is finished is a series of three pound signs, or, ###. At the bottom and centered.
Include your contact information at the end of your press release so that members of the media or potential customers know how to get in touch with you (and your club). Traditionally, you’re encouraged to include your name, website, company or association (in this case Toastmasters club) name, address, email address, phone number, fax number, toll-free number, and any other relevant contact information.