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Press Release Writing 101: Five Steps to an Attention-Grabbing Lead
June 01, 2012 posted by Steve Brownstein
by Andrew Hindes
You've got eight seconds. Or maybe just four.
There are varying estimates as to the average amount of time journalists spend reading each of the hundreds of press releases and email pitches they receive each day before deciding whether to press delete or continue reading. If you're a small-business owner looking to get media exposure for your product or service, but you don't have the budget to hire a professional publicist, it's essential that you craft an attention-grabbing first paragraph (or "lead").
So how do you do that? Well, obviously it helps to have an amazing news story. The truth is, though, it's possible to pique a journalist's interest with a less than earth-shattering announcement. Conversely, a poorly written lead can turn him or her off before they've even read enough to realize your story is one they would consider running.
Here are five essential tips for writing a lead that passes the eight-second test with flying colors
1) Get to the point: Don't start with a long wind-up; get to the meat of the story as quickly as possible. Imagine you're on an elevator and you've got just a few floors to tell the latest news about your company to someone important an investor, say, or a prospective client. Cover all the salient points the who, what, where, when and how as succinctly as possible. Once you've written it, read through your lead a few times to see if there are any extraneous words or phrases you can remove or move into subsequent paragraphs and still get the basic information across.
2) Give them a reason to care: In addition to the essential facts, the first paragraph should also include a sentence or even just a phrase that explains the significance of the announcement and why it will be of interest to a media outlet's audience. This might describe a problem the product or service will solve or how it will impact your community, industry or the world at large.
For example: "After years of being underserved by supermarkets, residents in South Los Angeles will have a convenient new way to get fresh produce starting this summer", or "this innovation will significantly decrease the cost of installing solar power for many homeowners."
3) Hook 'em, Danno: If your announcement doesn't have any real broad implications, try tying it into something timely, such as a holiday, cultural event, season or trend. This is a great way to give journalists a "hook" to hang your story on. It also may help get it included in a larger piece or listing of, say, gift ideas, things to do, helpful tips, etc.
Example: "Just in time for this summer's London Olympics, Technovision is announcing its latest line of high-definition televisions".
4) Strength in numbers: Powerful, easy-to-understand statistics are another good way to help journalists grasp the importance of your news and explain it to their readers.
Example: "With 12.7 million people looking for work in the United States, it's no wonder many Americans are considering going back to school to learn a new skill".
5) Have some fun: If the subject of your announcement is humorous or quirky or lighthearted, you can be a little playful with the lead. Maybe start off with a one-sentence zinger or throw in a play on words. But don't overdo it: being funny in writing isn't easy and in the end you want journalists to take the press release seriously, so make sure it doesn't obscure the meaning of the announcement.
Example: "They say every dog will have his day. Well one lucky Chicago dog is about to have a whole year of free dog food, that is! The Pet Food Barn today announced a new online contest".
Aside from the headline, the lead paragraph is the most important part of any release. Following these tips will improve your chances of getting a journalist's attention and the coverage you want for your small business.