Final answer:
The success of a press release is largely determined by its headline, which must capture attention and accurately reflect the content. The lead paragraph is also crucial, providing key information to engage the reader.
Step-by-step explanation:
The critical element that will determine the success or lack of success of a press release is the headline. The headline of a press release functions as the primary hook to draw in readers; it should be attention-grabbing, concise, and accurately reflect the content of the press release. A well-crafted headline is essential for visibility and for effectively conveying the press release's main message. Moreover, it sets the tone for the narrative and helps to establish the author's credibility.
In addition to the headline, the lead paragraph is also vital as it provides readers with the most important information upfront, enticing them to continue reading. Whereas contact information is important for follow-up, and multimedia elements like images and videos can enhance the press release's appeal, the headline and lead paragraph play the most critical role in capturing and retaining the audience's attention.