Your beautifully crafted press release about your “groundbreaking new exhibition exploring the intersection of…” gets deleted in three seconds. Not because your exhibition isn’t newsworthy, but because you’ve structured your announcement like an academic paper instead of a news story.
Here’s the reality: journalists receive dozens of press releases daily, most of which they delete unread. The ones that survive follow a specific structure that makes their job easier, not harder.
The Inverted Triangle: Your Foundation
Professional press releases follow what journalists call the “inverted triangle” structureâtop-heavy with the most important information first, then working down to supporting details. This isn’t arbitrary; it’s how news professionals have been trained to process information for decades.
The structure breaks down into four essential components:
1. Headline and Subheader
Draw attention with concise, newsworthy information. Your headline should communicate the story immediatelyânot tease it. Instead of “New Exhibition Opening at City Museum,” try “City Museum Acquires Rare [insert artist name] Collection Worth $2.3 Million.”
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The guide includes the 3-Second Test, crossover strategies for reaching mainstream media, and relationship-building tactics that actually workâplus real examples and implementation checklists.