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.

best cleaning company Highland Park ..

In The News:

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.

Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.

Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.

Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.

Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.

Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.

Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.

Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.

Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.

Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.

New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.

A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.

AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.

A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.

New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.

Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.

Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.

Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.

Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.

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

Public Relations