Start with a story
Have you heard about the guy who mowed “Will You Marry Me?” into his lawn? How about the practical joker who “accidentally” dropped a fake diamond ring overboard, only to watch his girlfriend jump off their sailboat to retrieve it?
— Korbel Champagne Cellars pitch
One way to pitch a story that reporters want to catch: Start with an anecdotal lead.
Anecdotes make your PR pieces easier to believe, understand and remember. So use an anecdotal lead whenever possible to illustrate your key idea.
As they rounded a bend on the country road …
Buddy was hit by a car …
And this Deramaxx Silver Anvil Award-winning release lead is one of my favorites. Note the story in the quote:
Tell me a story.
Want to stand out from the crowd of “today announced” and fact pack PR leads? Try storytelling instead.