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When dealing with "this-just-in" type information, it is important to understand how to write a head-turning press release. A press release must contain substantial information that you consider to be newsworthy and substantial. Relate the news to the audience. Spell out for them WHY it is newsworthy and why they should read on. First describe your news, and THEN tell who said it, etc. Remember that the first ten words in your press release are the attention-getters, thus should be effective. Use what journalists refer to as plain-style language, not fancy words or lots of adjectives. Stick to the facts; avoid fluff. Provide plenty of contact information (the name, phone numbers, fax etc.) for the person with the most information about the story to make it as easy as possible for the media to do their job!