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News reporters are taught to ask six basic questions about any story: who, what, when, where, why, and how. Include the answers to all of these questions within the first paragraph if possible. If you can't fit them all in, make sure they're all answered by the end of the third paragraph. Also, make sure you include contact information at the top of the press release so it is easy for the reporter or editor to follow-up with you should he or she wish to do so.