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
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
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