3 tips for writing news release leads

Grab attention in the 1st paragraph

Want to write a lead that gets media attention, instead of winding up in the trash? Here are two leads to stop using now — and one to try today:

Announcement. DON’T do this:

ABC Company today released its 2023 Corporate Sustainability Report, the first complete and integrated record of the company’s sustainability performance following the merger of ABC and XYZ in March.

If you have something to announce, announce it! Don’t announce that you’re announcing it: Remember, the release itself is the announcement.

Fact pack. DON’T do this:

On Aug. 4, XYZ’s first-ever system-wide physician networking event was held on top of the parking structure at XYZ La Jolla. With the theme, “Surf’s up on the Rooftop,” this well-attended event was open to all XYZ physicians and their guests, who dined on island-style cuisine and danced to a live band while watching the sunset.

After all, if you lead with all of the W’s and the H, what do you put in the second paragraph?

Instead of a “suitcase lead” — where you cram all of the story elements into the first paragraph — aim for a bikini lead. Cover just the interesting essentials.

✅ Snappy synthesis. DO do this:

Russia has a new enemy: the currency markets.

Steal a trick from The New York Times, and try snappy synthesis. Synthesize your subject matter into a short, snappy sentence.

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