PR writing

6 ways to write numbers-based headlines

Numerals quantify value, draw readers

Next time you hit the Safeway, take a look at the magazines displayed at the checkout counter. Chances are, you’ll find that they’re packed with numerals.… Read the full article

Avoid announcements in press release leads

Don’t announce that you’re announcing

When I was editor of an executive magazine, I received dozens of press releases every day.

This was back in the day when releases moved on paper, so I read them over the trash can, giving myself just a few seconds from the time I picked the release up off the stack to the time it hit the circular file.… Read the full article

The lead paragraph of a news release should be short

Get to the point faster

“‘In the beginning, God created the heavens and the earth.’ The creation of the universe has a 10-word lead!” writes John McIntyre, copy desk chief of the Baltimore Sun.… Read the full article

Try second person for press release leads [Examples!]

Lead with you in media relations pieces

It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic.… Read the full article

3 types of press release lead paragraphs to try

Choose benefits, news and feature leads

Are you still using the fact pack — cramming who, what, when, where, why and how into the first paragraph of your news release?… Read the full article

Six press release leads to avoid

How many of these have found their way into your releases?

Are you still using the fact pack — cramming who, what, when, where, why and how into the first paragraph of your news release?… Read the full article

What’s the ideal press release length?

Write a one-minute news release

Tick tock.

In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article

Which headline verbs should you use?

‘A story is a verb, not a noun’

When it comes to headlines, The New York Times’ leap into action: People, places and things arrest, attack, confront, explode, fight, grow, spread, struggle and work.… Read the full article