Go beyond the 5 W’s
PR piece leads | |
 | Stop using the fact pack, ‘today announced’ Follow the leader: Make sure your message gets heard with colorful, compelling PR leads. |
News leads for PR pieces | |
 | Avoid announcements in feature writing 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 … |
Benefits leads for releases | |
 | Engage readers by writing in the second person 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. |
Feature leads for releases | |
 | Surprise and delight readers Get your PR piece going in the right direction: Add color to your pitches and releases with feature leads. |
Keep PR leads 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. |
More on PR leads | |
 | 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 |