{"id":13040,"date":"2022-07-02T05:00:17","date_gmt":"2022-07-02T09:00:17","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13040"},"modified":"2023-12-20T10:29:05","modified_gmt":"2023-12-20T14:29:05","slug":"press-release-lead-example","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead-example\/","title":{"rendered":"Try second person for press release leads [Examples!]"},"content":{"rendered":"<h2>Lead with <em>you<\/em> in media relations pieces<\/h2>\n<p>It&#8217;s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The <em>topic<\/em> is never the topic.<\/p>\n<figure id=\"attachment_30017\" aria-describedby=\"caption-attachment-30017\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30017\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead-example\/press-release-lead-example-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"press-release-lead-example\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Hey, y\u2019all&lt;\/strong&gt; Here\u2019s how six PR pros made the reader the topic in their PRSA Silver Anvil Award-winning campaigns. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/london-uk-july-8th-2018-word-1143599534&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt; &lt;em&gt;Image by chrisdorney&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" alt=\"Press release lead example\" title=\"Press release lead example\" width=\"450\" height=\"300\" class=\"size-full wp-image-30017 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30017\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead-example\/press-release-lead-example-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"press-release-lead-example\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Hey, y\u2019all&lt;\/strong&gt; Here\u2019s how six PR pros made the reader the topic in their PRSA Silver Anvil Award-winning campaigns. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/london-uk-july-8th-2018-word-1143599534&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt; &lt;em&gt;Image by chrisdorney&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png\" alt=\"Press release lead example\" title=\"Press release lead example\" width=\"450\" height=\"300\" class=\"size-full wp-image-30017\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/press-release-lead-example-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30017\" class=\"wp-caption-text\"><strong>Hey, y\u2019all<\/strong> Here\u2019s how six PR pros made the reader the topic in their PRSA Silver Anvil Award-winning campaigns. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/london-uk-july-8th-2018-word-1143599534\" target=\"_blank\" rel=\"noopener noreferrer\"> <em>Image by chrisdorney<\/em><\/a><\/figcaption><\/figure>\n<p>The reader is always the topic.<\/p>\n<p>Here&#8217;s how six PR pros made the reader the topic in their PRSA <a title=\"Silver Anvil Award\" href=\"https:\/\/www.prsa.org\/conferences-and-awards\/awards\/silver-anvil-awards\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a>-winning campaigns.<\/p>\n<h3>Use the &#8216;Y word.&#8217;<\/h3>\n<p>The easiest way to write about the reader, in PR as well as in other pieces, is to use the magic word: <em>You<\/em>. That&#8217;s what PR pros did for these award-winning leads:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nIt&#8217;s on you. You have the power to save a life. That&#8217;s the message going out to [City] residents \u2014 especially those in the African American community \u2014 who will be asked to become potential marrow donors at a donor registry drive hosted by Be The Match<sup>\u00ae<\/sup>. The [date] event is part of a nationwide effort during African American Bone Marrow Awareness Month.<\/p>\n<p style=\"text-align: right;\">\u2014 Be The Match media advisory<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nThe billion dollar-a-year tax increase, Amendment 66, is like the latest &#8220;As Seen on TV&#8221; product. It&#8217;s full of promised innovation and life-changing outcomes, but post-purchase you realize you just spent a lot of money and nothing is actually better.<\/p>\n<p style=\"text-align: right;\">\u2014 Vote No on 66 campaign op-ed<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nYour school is invited to join Celebrate My Drive (CMD) 2013, an opportunity for students and communities to come together to celebrate 2013&#8217;s class of new drivers. The first year behind the wheel is the most dangerous for teens, and it&#8217;s an issue we know is important to your school.<\/p>\n<p style=\"text-align: right;\">\u2014 State Farm Celebrate My Ride news release<\/p>\n<\/div>\n<h3>Use the imperative voice.<\/h3>\n<p>Here&#8217;s another approach to leading with the reader: Use the imperative voice.<\/p>\n<p>We learned in third grade to call the imperative voice the command voice. And it can be a command: <em>Do the dishes. Make your bed. Clean your room.<\/em><\/p>\n<p>When we use it, though, it&#8217;s the invitation voice: <em>Grab a spade \u2026 prepare your senses \u2026 dig a little \u2026 learn a lot.<\/em><\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nDavis, Calif., April 3, 2013 \u2014 As spring temperatures go up, it&#8217;s an excellent time for farmers, ranchers and gardeners to focus their attention down to the soil below them. A spring check-up of your soil&#8217;s health gives clues of your ground&#8217;s ability to feed plants, hold water, capture carbon and more. No fancy equipment required. Just grab a spade or shovel and prepare your senses to dig a little and learn a lot.<\/p>\n<p style=\"text-align: right;\">\u2014 Natural Resources Conservation Service news release<\/p>\n<\/div>\n<h3>Use a placeholder for &#8216;you.&#8217;<\/h3>\n<p>I actually prefer to avoid <em>you<\/em> and the imperative voice in media relations pieces. For one thing, who&#8217;s <em>you<\/em> \u2014 the reporter or the end reader? For another, I still like to retain an objective, third-person voice in PR pieces.<\/p>\n<p>The solution? A placeholder for you: <em>Community members. New drivers. Farmers throughout the state. Teens who commit to safe driving.<\/em><\/p>\n<p>That&#8217;s how these Silver Anvil award-winners set up their stories:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Community members of all ages are invited to join Celebrity Chefs Nicolas Come of Nicolas&#8217; Garden and Adam Pechal of &#8220;Restaurant THIR13EN&#8221; and &#8220;Tuli Bistro&#8221; fame, as they co-host the inaugural &#8220;Farm-to-Fork Family Food Feud,&#8221; game on Saturday, September 28, 2013, at 11:00 am.<\/p>\n<p style=\"text-align: right;\">\u2014 Nicolas&#8217; Garden news release<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nBloomington, III., (Sept. 16, 2013) \u2014 Parents of teen drivers believe teens are obeying the letter of the law when it comes to graduated driving licensing (GDL) laws. As it turns out, what parents think \u2014 or hope \u2014 and what teens report actually doing don&#8217;t match up according to a new survey conducted by State Farm.<\/p>\n<p style=\"text-align: right;\">\u2014 State Farm news release<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nDuring National Teen Driver Safety Week, new drivers across North America are rallying their communities to commit to safe driving. Car crashes are the number one killer of teens in the US and Canada. Students in more than 3,000 participating high schools are celebrating the joy of driving while at the same time working to reverse this startling statistic.<\/p>\n<p style=\"text-align: right;\">\u2014 State Farm news release<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nA growing number of farmers throughout STATE have &#8220;discovered the cover&#8221; \u2014 and for some very good reasons. They&#8217;re increasingly recognizing that by using cover crops and diverse rotations, if s possible to actually improve the health and function of their soil.<\/p>\n<p style=\"text-align: right;\">\u2014 Natural Resources Conservation Service op-ed<\/p>\n<\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nBloomington, III., (August 15, 2013) \u2014 Teens who commit to safe driving could have the chance to bring Grammy Award winner Kelly Clarkson to their hometown for a free concert this coming school year. As part of the company&#8217;s Celebrate My Drive\u00ae program, State Farm is teaming up with Clarkson and offering teens across the U.S. and Canada the opportunity to learn more about safe driving, win grant money for their school, and be one of two schools to win a free concert by Kelly.<\/p>\n<p style=\"text-align: right;\">\u2014 State Farm news release<\/p>\n<\/div>\n<h3>Put the end user first.<\/h3>\n<p>Sometimes, the topic is just one or two members of the reading community. In this case, start with a placeholder for <em>you<\/em> anyway. Here, instead of leading with CHS Energy or its Tanks of Thanks rewards program, brilliant PR pros lead with the award winners:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\nTwo local residents have received a special thank you for their contributions to the community. Colleen Wallien and Kirk Zastoupil of Aberdeen, S.D., were selected to receive free fuel from Tanks of Thanks<sup>\u00ae<\/sup>, a program that rewards people who do good deeds to help make their community just a little bit better.<\/p>\n<p style=\"text-align: right;\">\u2014 CHS Energy Communications news release<\/p>\n<\/div>\n<p style=\"text-align: center; font-weight:bold;\">Want reader interest? Take a tip from these Silver Anvil winners and write about the reader and the reader&#8217;s needs, not about &#8220;us and our stuff.&#8221;<\/p>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? If so, your News Writing 101 class called and wants its leads back!<\/p>\r\n\t\r\n<p>To win today\u2019s fierce competition for your readers\u2019 attention, you need more sophisticated, nuanced leads \u2014 not the approaches you learned when you were 19.<\/p>\r\n\t\r\n<p>Learn how to hook readers with great leads at our <a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>lead-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Lead with you in media relations pieces<\/p>\n","protected":false},"author":6,"featured_media":30017,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[148,89,197,247],"class_list":{"0":"post-13040","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-leads","9":"tag-pr-writing","10":"tag-wiifm","11":"tag-you-writing","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Try second person for press release leads [Examples!]<\/title>\n<meta name=\"description\" content=\"Hey, y\u2019all: Here\u2019s how six PR pros made the reader the topic in their PRSA Silver Anvil Award-winning campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead-example\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Try second person for press release leads [Examples!]\" \/>\n<meta property=\"og:description\" content=\"Try second person for press release leads [Examples!]. 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