Paint pictures in your readers’ minds
Paint a picture in your lead through description like this, from a Pfizer Animal Health release.
Description makes a great approach for a PR lead. Here, Silver Anvil Award-winning PR pros show how it’s done.
‘Thick with the smell of fast food …’
This lead helped win support for the nation’s first statewide menu labeling law, sponsored by the California Center for Public Health Advocacy:
‘Tongs and spatulas flew …’
PR pros for PAM used description for this Silver Anvil winner:
Most obsolete office …
Xerox relied on description to show what the “most obsolete office” in America looks like in this Silver Anvil-winning press release lead:
Nerves of Steel, a coalition of steel producers, leads by describing belligerent driving in this Silver Anvil-winning release:
Learn how to add description to your copy.