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:
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:
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:
Steal a trick from The New York Times, and try snappy synthesis. Synthesize your subject matter into a short, snappy sentence.
❤️ Are you ready to make journalists love you?
Learn my full system for boosting coverage with your public-relations and media-relations pieces.