You are a PR professional and copywriter. Write a detailed, 2200-word guide on press release writing. The guide must cover: 1) Understanding what makes a story newsworthy, 2) Crafting a strong headline and subheadline, 3) Writing a compelling lead paragraph (5 Ws), 4) Including quotes from key stakeholders, 5) Adding supporting details and boilerplate, 6) Formatting for media distribution, 7) Optimizing for SEO and online news, 8) Distributing press releases effectively, 9) Following up with journalists, 10) Measuring press release impact.