Go beyond the 5 W’s
 | 3 types of press release lead paragraphs to try Choose benefits, news and feature leads Follow the leader: Make sure your message gets heard with colorful, compelling PR leads. |
 | Six press release leads to avoid How many of these have found their way into your releases? Lead the way: Write press release leads that engage readers, instead of these formulaic, old-fashioned and — let’s face it — dull approaches. |
 | Avoid announcements in press release leads Don’t announce that you’re announcing For crying out loud: Surely there’s a better way to start your story than XYZ Company today announces that … |
![Try second person for press release leads [Examples!]](https://9uogs1033zi2b47wk4ck73yp-wpengine.netdna-ssl.com/wp-content/uploads/2020/07/writing-in-second-person-150.png "Try second person for press release leads [Examples!]") | Try second person for press release leads [Examples!] Lead with you in media relations pieces Hey, y’all: Here’s how six PR pros made the reader the topic in their PRSA Silver Anvil Award-winning campaigns. |
 | Press release first paragraph: Try features Surprise and delight readers Get your PR piece going in the right direction: Add color to your pitches and releases with feature leads. |
 | The lead paragraph of a news release should be short Get to the point faster They snooze, you lose: “If the copy doesn’t excite me within 20 words, I won’t read the rest of it,” says one editor. |
 | What writers & other say “Don’t expect journalists to sift through your news release to find the angle.” — Lisa Morton, managing director, Roland Dransfield PR |