Prove it with a data point
Research shows … that nearly half of commuters text and drive … that one in three patients enters the hospital malnourished … and that 66% of women won’t kiss men with moustaches.
Startling statistics can make a good lead.
Underline “startling.” This doesn’t mean that you can pack your first paragraph with a bunch of boring numbers. But one surprising statistic can set up your PR piece beautifully.
But you don’t have to tell PRSA’s Silver Anvil Award winners. They use statistics to sell their ideas:
From the sad …
AT&T uses startling stats in its release “Nearly Half of Commuters Admit to Texting While Driving”:
And Visa, in this Reading Is Fundamental lead:
… to the sick …
Alliance to Advance Patient Nutrition leads with the numbers in its release “Leading Healthcare Organizations Launch Interdisciplinary Partnership: The Alliance to Advance Patient Nutrition”:
So does Novartis Animal Health, in this Deramaxx lead:
… to the sublime …
Cisco starts with compelling numbers in its blog post “The Internet of Everything is the New Economy”:
… to the ridiculous.
Gillette uses startling stats in its media alert “Gillette asks Houston couples to ‘Kiss & Tell’ in live national experiment and tell the world their preference — a smooth shaven or stubbled kiss”: