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
- Tell me a story: ‘The most powerful form of human communication’
- Details make the difference: Silver Anvil winners get particular with their leads
- Move juicy details into the lead: Start with the most compelling facts
- Description works for PR, too: Silver Anvil winners write descriptive leads
- Profile your clients: ContourMed goes beyond product announcements
- Newsweek picks up human-interest release: ‘I am just amazed!’
- Startling stats make a great start: Compelling numbers reach readers via PR
- Come out and play: Wordplay leads surprise and delight readers
- Play with your words: Tickle your readers’ fancy with wordplay
- Try rhymin’, Simon: Verse works for Maytag. Why not for you?