Leads for releases
Go beyond the 5 W’s
Are you still using the “fact pack,” or cramming who, what, when, where, why and how into the first paragraph? Are you still married to the dated “XYZ Company today announced …” approach?
These conventional formulas to press release leads are formulaic, old-fashioned and — let’s face it — dull. Both methods slow the story down, appear unsophisticated and are too formulaic to stand out from the competition.
Instead, turn to these more effective approaches.
News leads for releases
- Announcement leads delay the story: Don’t announce that you’re announcing it
- Lead with the two — not the five — Ws: Avoid the ‘fact pack’
- Break the news: The New York Times improves on the fact pack
Benefits leads for releases
- Lead on: Write better release openers
- Use the magic word: ‘You’ gets the story started in media relations pieces
Feature leads for releases
- Feature leads for releases: Surprise and delight readers