The reader is always the topic
It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic.
The reader is always the topic.
So put the reader first: Next time you find yourself writing a press release, write to and about your target audience, not about us and our stuff.
Here’s how to do it, stealing an approach from the lead of a PRSA Silver Anvil Award-winning release by the California Milk Advisory Board:
Dairy farmers throughout California — the nation’s No. 1 milk-producing state — will have an opportunity to learn the basics of cheese making in a comprehensive, one-day seminar being offered during February and March throughout the state. Sponsored by the California Milk Advisory Board …
Note that this release:
1. Starts with the reader. “Dairy farmers throughout California …” See what happens when you begin your lead with the stakeholder, instead of with your organization’s or product’s name? You push the benefits toward the front of the lead.
2. Follows up with the benefit. “… will have an opportunity to learn the basics of cheese making …” We still haven’t mentioned the organization or offering. Why? Because the reader benefit is more important.
Notice how putting the reader first forces you from passive voice into active voice.
3. Only then introduces the product or service. “… a comprehensive, one-day seminar …” The product or service is best placed, as in this release, after the end-user and benefit. In fact, the second paragraph is high enough for the product name.
4. Ends with the organization’s name. “Sponsored by the California Milk Advisory Board …” Trust me, if someone cares about your release, they’ll get to your organization’s name.
And journalists, bloggers and others are more likely to read or run the release when you focus on their audience members instead of on your organization and its stuff.
Now you do it:
Get Ann’s fill-in-the-blanks press release lead. >>>
How can you write PR pieces that get covered?
Some 55% to 97% of all releases sent to media outlets are never used, according to Dennis L. Wilcox and Lawrence W. Nolte’s Public Relations Writing and Media Techniques.
So how can you create PR pieces that are among the 3% to 45% of those that actually get the word out?
Learn how to write PR copy that editors won’t be able to pass up at NOT Your Father’s PR Writing — our media relations-writing workshop starting Aug. 15.
There, you’ll learn how to go beyond “new and improved” to develop story angles that readers want to read … and that journalists and bloggers want to run.
Save up to $100 with our group discounts.
