Many professionals who have composed hundreds and even thousands of press releases agree on one basic point. It is the objective of press release writing. Anyone resorting to press releases for effective communication with the target audience does so with the objective of attracting them to his or her site and creating web and brand recognition for the enterprise as well as its products and services.

How Press Release Writing Can Help Achieve the Objective of Attracting Target Audience
To understand how press release writing can help attract the target audience, you have to understand exactly what it is.
(a)Press releases are meant for media people and through them to attract the target audience;
(b)It is the process of getting cost free albeit valuable publicity;
(c)It is promotional tool that will sculpt the image of the company by generating sales leads and thereby piquing the interest of the target consumers; and
(d)Quality press release will always narrate a story from the news angle answering the 5Ws and 1H; who, what, when, where, why, and how.

First Paragraph of the Press Release Writing is Vital for its Success
It is the first paragraph of any press release writing that is vital for its success.
(a)Successful writing pattern for press releases always follow the method of inverted pyramid with vital information reflected in the first paragraph itself;
(b)Thereafter the information are given in descending order in the body of the press release; and
(c)Finally, there should be a lead inspiring the reader to visit the website or contact the author or enterprise to know more.

Title and Summary Are Elevator Pitch in the Press Release Writing
Thus the title and summary in the press release writing works as the elevator pitch. If they are good, in most probability, the reader will not only have a look at them but will read the entire content and may be inspired to contact for further information. The title and summary are also very important for the search engine optimization as the press releases would be found by search engine robots using the title that should be relevant to target keywords while the web directories index them on the basis of the summary provided.

Some Settled Principles of Formatting the Press Release Writing
According to the settled principles of formatting the press release writing, you should move in the following manner.
(a)First; give a catchy and highly relevant title of 10-12 words;
(b)Start with the location, state or country, and date such as Florida City Florida 14.02.2012;
(c)Thereafter start your first paragraph that should be loaded with all vital information so that if the reader does not move beyond it still he or she will have all the information;
(d)Since the target audience are editors, correspondents, and journalists, the press release should be accurate and free of spelling and grammatical mistakes;
(e)Content should end with a pin-pointed suggestion; lead, and a boilerplate at the conclusion; and
(f)Last paragraph should have all the detailed contact information, URL of the website, phone and FAX number and email id.

Your target people are extremely busy community and your press release writing should not waste their time.