A logo is a great way to make your press release stand out. It's important to use a logo that is easily recognizable, and not one that requires too much parsing in order to understand what it represents.

Don't use clip art: While it may seem like an easy way out, using clip art can actually make you look unprofessional if the image isn't recognizable by anyone other than those who regularly read your company's press releases (and even then). If you want to avoid this problem altogether, try using an original photo instead!

Don't use small logos: To ensure that readers will be able to read through the text without being overwhelmed by all sorts of clutter or confusing detail, stick with larger versions of your company's name and/or tagline(s). You might also consider putting these on separate lines so they don’t compete with each other visually; this makes them easier for readers' eyesight when scanning through lots of smaller words together at once—which means fewer headaches down the road after completing their initial reading marathon!

Do include the five Ws in the first paragraph.

The first paragraph of your press release should contain the five Ws: who you are, what you're releasing, when it was released and where it's available. This is one of the most important elements of crafting an effective press release because these details will help journalists find your story quickly in their workflow.

In addition to including these key elements in the first paragraph, consider adding some additional information here as well. If there's a trend or topic that you think might be relevant (like whether or not high school graduates are leaving college), include that info here so journalists can easily find it later on during their research process—and remember: consistency is key!