It may sound obvious but the secret to effective communications is to keep it nice and simple. 

Things can get confused. Writing to a deadline while also trying to incorporate all the relevant info sometimes means that detail can obscure the message. Make sure the key points stay in focus. 

Make sure you include the elements you would expect to find in any news story: namely, what, who, where and when. 

It's advisable to summarise this info in the first three paragraphs.

Less is quite often more - especially if you're trying to place something for a publication where space is at a premium.

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You can expand on the details in the body of the story along with quotes using a 'bite-sized' technique.