How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph
How to write a press release is a major challenge facing both experienced and aspiring PR professionals. Press release writing is a learned skill. This article contains ten commandments for that all important first paragraph.
"If it bleeds it leads" is a famous saying amongst news editors on why certain stories are on page one or first up in a TV or radio news bulletin.
The success of a news release being followed up by the media depends on the all important lead or first paragraph.
After the headline, this is the first message an editor or journalist will read and it is one of those critical moments of truth when you either win over or lose the media.
The first paragraph sets the structure for the whole of the media release. As a media and communications specialist working with clients, I find I spend at least half my writing time working on that all important first paragraph. It is where all the value is.
Here are my Ten Commandments for writing a great lead paragraph. A good lead paragraph must:
- Summarise the whole story.
This is the sharp end of your message and the reader must understand what the whole story is about just by reading the first paragraph. The most important and critical information must come first.
- Answer the five W's.
It must answer the who, what, when, where, and why of the story.
- Grab your attention.
Like a good headline, the lead paragraph must grab and hold the attention of the reader.
- Make every word count.
Aim for brevity and word economy. Less is more. Edit out words to increase impact.
- Make sense.
Write for meaning.
- Be accurate.
Always stick to the facts and be truthful, no matter how bad the news. Avoid fluff and hype. Remember it has to be newsworthy.
- Keep to one sentence.
Simplicity is the key to great lead paragraphs.
- Provide context.
If you are introducing an organisation or person for the first time, put this in context by providing descriptive, detailed and meaningful words immediately prior to the company or individual name. For example: Thomas Murrell - poor, no one knows who he is! International business speaker and co-author of Understanding Influence For Leaders At All Levels, Thomas Murrell - better and puts person in context. Different descriptions can be used, depending on your objectives and the context of the release.
- Be precise. Precision is vital.
Out of all the information you could get across what is the most important? This must be communicated in a precise way.
- Edit, check and proof read a minimum of three times.
Nothing will shoot your credibility down like a typo or error in the lead paragraph. First impressions count no matter how good the story is. Professionalism is essential. Get someone else to check and read your release.
Author Credits
Thomas Murrell MBA CSP is an international business speaker, author and award-winning broadcaster. His latest book, 'Understanding Influence For Leaders At All Levels' has just been published by McGraw-Hill. 'Media Motivators' is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com/. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com/ for his latest insights and ideas.