The order that survives an editor
1. Headline with the news
Bad: "Project X enters a new chapter with major exchange." Better: "Token X opens spot trading on Exchange Y on 16 September."
2. Lead paragraph = the whole story
First 40 words must answer: what listed, where, when, and why a reader who is not your Discord should care.
3. One proof point
Pick one: 30-day volume context, audit date, users, or a shipping milestone. Five metrics is five chances to look promotional.
4. Quote with a job
The quote explains why now, not "thrilled to partner."
5. Boilerplate last
Company description after the news. Never before.
Crypto example (structure only)
If you are announcing a spot listing, put trading pairs and start time in the lead. Put "community" language in the bin.
Final pass
Read the release aloud. If you can delete the first paragraph and lose nothing, you do not have a release yet.