It is best to make your real estate press releases timely and to tie them to current events or social issues if possible. Find a good angle, a good news hook and you have the start of a good press release. Your press release needs to be more than just fact, it needs to be newsworthy.  The first paragraph of the press release is known as the “lead”. The lead needs to be strong, communicating your message quickly and concisely.  Write your story as you would like to have it told. Press releases written as sales pieces will be completely ignored. The points you make in your press release and the order in which you make them may direct the journalist in how to develop the story.