How to Construct a Press Release

I have in my hot little hands a press release that is making me slightly crazy. It's got the usual copy about how fabulous the organization is, plus various bios and a fair amount of information about the works to be performed.

But - and this is a pretty big but - I had to scroll through about four and a half screens of text to get to the most critical information in the press release: dates and locations of the performances.

Put that stuff at the top! I read performer bios in programs! A mere listing of the performers at the top of the press release is sufficient, with maybe two lines of bio at most! The more I had to scroll, the more I wondered how far I'd have to scroll until I found what I was looking for.

Noting in passing that this is the second time I've blind-itemed this org in the last year, and there was a third post I never wrote, when a press release of theirs let slip information that I hope they had permission to let slip.