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 you’re announcing
XYZ Company today announces that … Surely there’s a better way to start your story.
Benefits leads for releases
‘You’ gets the story started in PR pieces
Every little thing you do is magic: Want reader attention? Write about the reader.
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