lead

What’s the best article writing structure?

‘From Tina Turner to Taylor Swift’

When Ian Jones needed to craft a — yawn! — diversity story for employees at Columbia Gas of Virginia, his first instinct was to go with a fact pack.… Read the full article

How to structure an email invitation

Sensus goes to the science museum

When I teach the feature-style story structure, communicators nod. It seems reasonable that readers would prefer concrete, creative stories to a hierarchical blurtation of facts.… Read the full article

How to structure a blog post

WCB-Alberta takes on opioid addiction

I love it when my clients send me their rewrites after I present a writing workshop.

For one thing, it’s gratifying to see that people’s writing actually improves after I visit!… Read the full article

What’s the best blog post structure?

Credit Union explains EQ in a feature

“Always grab the reader by the throat in the first paragraph,” said Time magazine reporter Paul O’Neil. “Sink your thumbs into his windpipe in the second and hold him against the wall until the tag line.”… Read the full article

How to organize content [Example!]

Strathcona County masters feature-style story structure

Here’s the good news: You already know how to organize your copy.

Just think back to what your third-grade English teacher taught you.… Read the full article

What’s the best news release structure?

Federal Home Loan Bank nails the feature

It was a good story: More than 1,000 New Englanders would soon have safe, decent, affordable places to live, thanks to the Federal Home Loan Bank of Boston’s Affordable Housing Program.… Read the full article

How to organize writing projects

Structure your message like Tom Wolfe, William Faulkner — and me

When William Faulkner couldn’t figure out how to structure A Fable, he wrote a simple outline — directly onto the wall of his writing sanctuary.… Read the full article

Write leads for your public relations target audience

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

Background tops the types of feature story leads to avoid

Don’t start with the blah blah blah

The background might be an important component of your story. After all, the readers might need some of the following elements to fully understand your story:

A definition
A short description of a key concept
A one-paragraph history of the subject
Additional facts or details that give context to the story or “prove” your point