MarKeting McKenna

Newsworthy Inc. | Amazon FTC Settlement Press Release

The Assignment
Write a fully structured, media-ready press release announcing a major legal settlement, following industry standards including AP style, inverted pyramid structure, and professional formatting.

The Challenge
Translate a complex $2.5 billion FTC settlement involving Amazon Prime into clear, accessible language while maintaining journalistic credibility and neutrality.

The release needed to:

• Lead with impact
• Present facts objectively
• Include credible quotes
• Follow traditional press release anatomy
• Prepare for adaptation into a future news article

The Strategy

Lead with magnitude.
The headline immediately highlights the scale of the settlement to establish urgency and relevance.

Inverted Pyramid Structure.
The most critical information — settlement amount, eligibility window, and refund details — appears at the top. Supporting details, legal background, and quotes follow.

Clarity Over Complexity.
Legal language was translated into reader-friendly copy while preserving accuracy. Eligibility criteria were simplified into digestible bullet-style phrasing within paragraph format.

Credibility Through Quotes.
Inclusion of an FTC spokesperson quote reinforces authority and balances tone. The language avoids bias and maintains journalistic objectivity.

Highlights

• Strong, fact-driven lede
• Clear breakdown of refund eligibility
• Professional boilerplate for Newsworthy Inc.
• Complete media contact section
• AP style formatting throughout

Why This Strategy Works

This piece demonstrates my ability to:

• Write in a formal PR voice
• Communicate legal and financial information clearly
• Structure information for media pickup
• Maintain neutrality while preserving urgency

The final release reads as distribution-ready and positions the company as a credible news authority.

Press Release: