When you’re pitching a story to a journalist, you want to peak their interest straight away. In your press release, your key message needs to be up front where the journalist sees it straight away. They’ll make the decision on whether or not to run your story within the first few seconds of reading your press release.
You need to make sure they see the value in your story straight away, in the first few lines. Do not bury your message half way down the page or build up to your main point. Make sure your message is the first thing the journalist sees.