The lead paragraph should answer the basic journalism questions of who, what, when, where, why, and how of the story. If a journalist were to read nothing more than the lead of a good press release, he should have everything he needs to begin writing his story.

When writing your lead it’s important to avoid selling and hype.  I can’t say this enough. Just include the facts, and nothing more. So you can see the difference, I’ve crafted the two examples below.

A Poorly Written Press Release Lead:
Recently truth.org, an public awareness website dedicated to preventing smoking in our nations youth, held an open forum at Central University about the dangers of smoking and a discussion on whether smokers had a right to smoke or whether the nonsmokers had a right to clean air and the students spoke up for the later.

A Well Written Press Release Lead:
Students at Central University are angry about their schools policy on smoking which permits smoking anywhere on campus, and many say they have a right to breath clean air as they walk across campus.  These findings are gleaned from the overwhelming majority students that attended the schools open forum, presented by truth.org. According to truth.org founder, John Doe, the students understand the consequences of smoking and displayed anger and resentment toward the faculty for not revising their outdated policies.