At its heart, good PR is storytelling. But PR’s who rigidly follow the ‘5 w’ inverted pyramid approach for writing press releases can end up putting their organisation’s story into a straightjacket. The structure is too regimented. And it can restrain the writer, leaving the story nowhere to go.
Why are PR’s encouraged to write news releases by highlighting the key who, what, where, why, when (and sometimes how) questions in the lead paragraph? This practice was born in an era when a release could be printed and cut from the bottom if space was limited.