{"id":13894,"date":"2023-09-09T11:57:33","date_gmt":"2023-09-09T15:57:33","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13894"},"modified":"2023-12-20T10:33:05","modified_gmt":"2023-12-20T14:33:05","slug":"description-works-for-pr-leads","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/09\/description-works-for-pr-leads\/","title":{"rendered":"Set the scene in press release leads"},"content":{"rendered":"<h2>Use the power of description<\/h2>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>Imagine the first few hours in the recovery room following a hysterectomy or \u2026 ligament repair. Consider what post-surgical life has been like for some pets undergoing common surgical procedures; intense hours WITHOUT pain medication.\u00a0 \u2026<\/p>\n<\/div>\n<figure id=\"attachment_32540\" aria-describedby=\"caption-attachment-32540\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32540\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/description-works-for-pr-leads\/description-works-for-pr-leads-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.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=\"description-works-for-pr-leads\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Color readers interested&lt;\/strong&gt; Paint pictures in your readers\u2019 minds, as these Silver Anvil Award winners did. &lt;a href=&quot;https:\/\/unsplash.com\/photos\/46juD4zY1XA&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by David Pisnoy&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png\" alt=\"Description works for PR leads\" title=\"Description works for PR leads\" width=\"450\" height=\"300\" class=\"size-full wp-image-32540 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads-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=\"32540\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/description-works-for-pr-leads\/description-works-for-pr-leads-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.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=\"description-works-for-pr-leads\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Color readers interested&lt;\/strong&gt; Paint pictures in your readers\u2019 minds, as these Silver Anvil Award winners did. &lt;a href=&quot;https:\/\/unsplash.com\/photos\/46juD4zY1XA&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by David Pisnoy&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png\" alt=\"Description works for PR leads\" title=\"Description works for PR leads\" width=\"450\" height=\"300\" class=\"size-full wp-image-32540\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/description-works-for-pr-leads-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32540\" class=\"wp-caption-text\"><strong>Color readers interested<\/strong> Paint pictures in your readers\u2019 minds, as these Silver Anvil Award winners did. <a href=\"https:\/\/unsplash.com\/photos\/46juD4zY1XA\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by David Pisnoy<\/em><\/a><\/figcaption><\/figure>\n<p>Paint a picture in your lead through description like this, from a Pfizer Animal Health release.<\/p>\n<p>Description makes a great approach for a PR lead. Here,\u00a0<a title=\"Silver Anvil Award\" href=\"https:\/\/www.prsa.org\/conferences-and-awards\/awards\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a>-winning PR pros show how it\u2019s done.<\/p>\n<h3>&#8216;Thick with the smell of fast food \u2026&#8217;<\/h3>\n<p>This lead helped win support for the nation\u2019s first statewide menu labeling law, sponsored by the California Center for Public Health Advocacy:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>In a Capitol room thick with the smell of fast food and breakfast entrees, proponents of Senate Bill 120 (Padilla-D Los Angeles), the proposed nutrition menu labeling law, dramatically illustrated why this legislation needs to be signed by the Governor.<\/p>\n<\/div>\n<h3>&#8216;Tongs and spatulas flew \u2026&#8217;<\/h3>\n<p>PR pros for PAM used description for this Silver Anvil winner:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>Tongs and spatulas flew in a heated competition that pitted 11 of America\u2019s top grillers against each other at the national Battle of the PAM-azing Grillers grill-off in New York City. \u2026<\/p>\n<p>On a New York City rooftop, (winner Ron) Snider grilled, garnished and grabbed the judges\u2019 attention \u2026<\/p>\n<\/div>\n<h3>Most obsolete office \u2026<\/h3>\n<p>Xerox relied on description to show what the \u201cmost obsolete office\u201d in America looks like in this Silver Anvil-winning press release lead:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>After stumbling over piles of overflowing files and fumbling with outdated technology that sits on crumbling furniture, employees at Mad Science screamed, &#8220;Help, my office is obsolete!&#8221; Xerox Corporation (NYSE: XRX) and <em>Entrepreneur <\/em>magazine listened, naming Mad Science of Scottsdale the winner of their Office Makeover Contest.<\/p>\n<\/div>\n<h3>Belligerent driving\u2026<\/h3>\n<p>Nerves of Steel, a coalition of steel producers, leads by describing belligerent driving in this Silver Anvil-winning release:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>We\u2019ve all witnessed aggressive drivers on the road \u2014 drivers that speed up until they are within inches of our car, flash their lights at us, or gesture obscenely. Fortunately, according to the results of the fourth annual Nerves of Steel aggressive driver survey released today \u2026.<\/p>\n<\/div>\n<h3>Next steps<\/h3>\n<p>Learn <a title=\"how to add description\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-make-writing-more-descriptive\/\" target=\"\" rel=\"noopener noreferrer\">how to add description<\/a> to your copy.<\/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 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description<\/p>\n","protected":false},"author":6,"featured_media":32540,"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":[148,89,36],"class_list":{"0":"post-13894","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-public-relations","11":"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>Set the scene in press release leads<\/title>\n<meta name=\"description\" content=\"Color readers 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