March 28, 2017

Leads for releases

Go beyond the 5 W’s

Leads for releases

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

Benefits leads for releases

Feature leads for releases


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