Story overview - succinct and to the point
Date: 1 September 2023
Opening paragraph
Should include some of the keywords that have been identified.
- Summarise your news in the opening paragraph – what, when, who, where, why?
- Always lead with What - not who.
- Keep it short 2-3 sentences
Second paragraph
- What is the product, service or event; when and where is it being launched or happening; who is the person or company behind it and why is it exciting?
Third Paragraph - Quote
- Get a quote in high up – if the story is research use the lead researchers voice to help explain why the breakthrough is exciting/new/different.
Page length
- Ideally pages should be between 150-400 words in length.
- Subheadings within the main body - Use H3
- As well as the main subheading, articles should be broken up using further subheadings if the copy is over 300 words in length. This gives the readers eye a break and picks out key elements of the article.
- Use keywords in all subheadings.
- Use the appropriate size of subheading from the T4 dropdown menu (Heading 2 to 6).
Extra useful information
