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A press release, also called a media statement, news release or media release, is typically a brief news story written by a public relations professional and sent to targeted members of the media. In this informative communication, the writing should be good and clean, and overly formal and flowery language avoided. A press release is not necessarily a marketing tool to help increase sales or a fact-filled news article. It should provide answers to 5W1H questions (what, where, when, why, who and how) about the news story in the lead paragraph. The key message in the headline and subhead should be communicated in a manner to pique the interest of the media or the target audiences.