The Inverted Pyramid, or Why Everything You Learned About Writing in University is Wrong

When I speak to university students who want to learn to do media relations, the first thing I tell them is: Everything you learned in university about writing you need to forget.

Anyone who has learned to write essays in university knows what I am talking about.

For a university essay, you are supposed to start by stating your thesis, go on to describe your methodology, detail the different options, and then add in supporting material.

Finally, you come to the big reveal—the conclusion.

That may get you a passing grade in university, but in the world of media relations there is only one word for it: Failure.

When writing a press release to catch the attention of the media, you have to do the opposite of what you learned in university.

You need to start with the most important information (the conclusion), then add the rest of the material as filler.

This style of writing is known as the inverted pyramid style. The most important information is at the top, the less important information is at the bottom.

Some say this style of writing originated with the telegraph. In its earliest days, the telegraph was not always reliable; the transmission could cut out before the reporter got to the end of his report.

The inverted pyramid style ensured that the most important info was always transmitted.

And what is the most important information? 

Who is involved, what it is about, when and where it happens and—importantly—why the reporter should care. (The five Ws of news.)

For busy reporters (and they are all busy), the inverted pyramid style helps them quickly decide if the press release is worth reading, and keeping.

The fact of the matter is that most reporters will only read the header, sub-head and opening paragraph or two of most press releases—about 30 seconds worth of time, or as much information might fit into a standard e-mail reading pane.

If you haven’t grabbed them by then, too bad. 

So make sure your conclusion—the news in the news release—isn’t buried at the bottom.

That may get you an A from a professor, but a failing grade from the media.