Effective PR:
http://www.apple.com/pr/library/2009/06/22iphone.html
The headline is less than 10 words and it’s very clear.
The subhead makes a link between the title and the body.
It has a byline. And the lead answers the who, when, and what questions. If you only read the lead, you get the idea of what the PR is talking about. The PR also provides two contact persons with telephones and e-mails.
Ineffective PR:
http://www.federalreserve.gov/newsevents/press/bcreg/20091112a.htm
The title is “Press Release,” which doesn’t tell the reader anything about the topic of the PR. The lead answers the who, when and what questions, but I think it should be rewritten so that it is more clear and gives straight to the point information. Another thing that makes this PR ineffective is that it doesn’t have a contact person anywhere.
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