PR writing

6 ways to write numbers-based headlnes

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

What’s the maximum length of a paragraph for PR pieces?

Why are press release grafs so damn long?

Quick! Which of these paragraphs would you rather read? This 11-word paragraph, from The New York Times?… Read the full article

Avoid announcements in feature writing 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

Avoid abstraction in feature ledes

Concrete leads are the price of entry for feature articles

I was training a group of magazine writers recently, when one brave soul, Marty, shared this lead:

As someone who’s built build models in some exotic places, I know it’s easier when you have a special modeling studio.

… Read the full article

How to write a good feature lead with statistics

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.… Read the full article

Engage readers by writing in the second person

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

How to write a good PR pitch

They chew gum, don’t they?

Famous story about a pitch gone bad:

A PR pro at Warner-Lambert Company calls an editor at Inc. magazine. When, she asks, is Inc.… Read the full article

How to write a press release lead people will read

Put the readers’ needs — not your products, services — up top

Which of these product release leads would you rather read? This one?

UnumProvident Corporation’s (NYSE: UNM) today announced the expansion of its online Comparative Reporting & Analysis (CR&A) information services, designed to help employers track employee absences.

… Read the full article