Home
>
Public Relations
>
How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

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 press release sample writing, including 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.

With so many big news stories breaking recently, such as the Pope's death and the Navy helicopter crash in Indonesia, how can you make your media release stand out?

Well, 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.

Take this example of a very poorly written opening or lead paragraph that was actually sent out from the office of Northern Territory Opposition spokesman, Richard Lim on March 9, 2005.

Shadow Minister for Employment Education and Training Dr Richard Lim says that private registered training organisations which provided vocational education and training for Territorians are struggling to survive because over the last two years, the Northern Territory Government has a policy of using the Equipment Grants for government providers only, they being the Charles Darwin University and Batchelor of Indigenous Tertiary Institution.

(Source: D.D. McNicoll, The Diary, Media Section, The Australian, Thursday march 17th, 2005, pg 22.)

What is this person trying to say?

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 were all the value is.

Here are my Ten Commandments for writing a great lead paragraph. A good lead paragraph must:

1. 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.

2. Answer The Five W's.
It must answer the who, what, when, where, and why of the story.

3. Grab Your Attention.
Like a good headline, the lead paragraph must grab and hold the attention of the reader.

4. Make Every Word Count.
Aim for brevity and word economy. Less is more. Edit out words to increase impact.

5. Make Sense.
Write for meaning.

6. 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.

7. Keep To One Sentence.
Simplicity is the key to great lead paragraphs.

8. 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.

9. 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.

10. Edit, Check and Proofread 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.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. 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.com.

ohare limo service Grand Rapids ..

In The News:

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

The Land Aircraft Carrier combines an all-terrain, six-wheeled vehicle with a two-seat aircraft, which features electric vertical takeoff and landing.

The European Union has sent TikTok a "request for information" on the video sharing platform's newest app, TikTok Lite, under the Digital Services Act, with the aim to clean up social media.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The FBI is warning the public about a recent phishing scam via text that claims its targets owe money in Pennsylvania for unpaid road toll charges.

Your Apple Music settings may be revealing to your contacts what you're listening to. Kurt "CyberGuy" Knutsson explains the process to change those settings.

Learn how to secure social media accounts, implement legacy contacts, and create a digital estate plan to protect your online assets from 'ghost hackers' after your death.

A ported phone number scam is leading to more people having their identities stolen by sophisticated scammers. Kurt “CyberGuy" Knutsson tells you what you need to know.

The Great Pacific Garbage Patch, a vast marine debris vortex, is being tackled by The Ocean Cleanup’s innovative technologies. Kurt “CyberGuy" Knutsson explains.

Discover easy solutions to tame autocorrect frustration on iOS and Android devices. Turn off, customize and add personal touches to your typing experience.

Kurt “CyberGuy" Knutsson reveals the six top things to do right now before it’s too late: Tech and life choices that can keep your safer on and offline.

Kurt “CyberGuy" Knutsson shows you some simple steps to discreetly hide apps or an entire app page on your iPhone for decluttering or confidentiality.

The ambient light sensors on smartphones may be turned into cameras, according to researches at MIT. This could pose a threat to people's privacy.

The Autonomous Road Repair System from tech firm Robotiz3d uses artificial intelligence technology to locate potholes and promptly seal them.

Scammers have stooped to using artificial intelligence to scan obituary websites to create fake obituary websites to target the grieving.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

A Mercedes-Benz Manufacturing factory in Hungary is using humanoid robots to help with human staffing shortages on the factory floor.

Some video games act like unregulated banks, according to CFPB, which has begun monitoring the situation. The agency says children may be most at risk.

Ascender the robot is capable of climbing stairs with heights up to 8.7 inches, and it can give every corner of your home a deep cleaning.

Tax-return scams are on the rise, and one tax expert from a cybersecurity firm says filing your taxes on time is one way to avoid tax scams.

The innovative XPENG Robot Unicorn is inspired by the mythical unicorn, and you may forget the robot is not actually a living creature.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The Federal Trade Commission, the federal agency to report scams to, is being impersonated as part of a new sophisticated phone scam.

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

Public Relations