{"id":13994,"date":"2022-07-02T01:35:17","date_gmt":"2022-07-02T05:35:17","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13994"},"modified":"2023-12-20T10:28:48","modified_gmt":"2023-12-20T14:28:48","slug":"lead-press-release","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/lead-press-release\/","title":{"rendered":"Avoid announcements in press release leads"},"content":{"rendered":"<h2>Don\u2019t announce that you\u2019re announcing<\/h2>\n<p>When I was editor of an executive magazine, I received dozens of press releases every day.<\/p>\n<figure id=\"attachment_30014\" aria-describedby=\"caption-attachment-30014\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30014\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/lead-press-release\/lead-press-release-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.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=\"lead-press-release\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;For crying out loud&lt;\/strong&gt; Surely there\u2019s a better way to start your story than &lt;em&gt;XYZ Company today announces that \u2026\u00a0&lt;\/em&gt; &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/african-woman-making-an-announcement-with-megaphone-gm1056239482-282266508&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by izusek&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png\" alt=\"Lead press release\" title=\"Lead press release\" width=\"450\" height=\"300\" class=\"size-full wp-image-30014 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release-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=\"30014\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/lead-press-release\/lead-press-release-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.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=\"lead-press-release\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;For crying out loud&lt;\/strong&gt; Surely there\u2019s a better way to start your story than &lt;em&gt;XYZ Company today announces that \u2026\u00a0&lt;\/em&gt; &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/african-woman-making-an-announcement-with-megaphone-gm1056239482-282266508&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by izusek&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png\" alt=\"Lead press release\" title=\"Lead press release\" width=\"450\" height=\"300\" class=\"size-full wp-image-30014\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/lead-press-release-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30014\" class=\"wp-caption-text\"><strong>For crying out loud<\/strong> Surely there\u2019s a better way to start your story than <em>XYZ Company today announces that \u2026\u00a0<\/em> <a href=\"https:\/\/www.istockphoto.com\/photo\/african-woman-making-an-announcement-with-megaphone-gm1056239482-282266508\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by izusek<\/em><\/a><\/figcaption><\/figure>\n<p>This was back in the day when releases moved on paper, so I read them over the trash can, giving myself just a few seconds from the time I picked the release up off the stack to the time it hit the circular file.<\/p>\n<p>In that time, I could usually read five words of the lead. The five words I read most often?<\/p>\n<h3>XYZ Company today announces that \u2026<\/h3>\n<p>Announces what?<\/p>\n<p>I&#8217;ll never know; your release is already in the trash.<\/p>\n<p>If you have something to announce, announce it! Don&#8217;t announce that you&#8217;re announcing it. Remember, the press release itself is the announcement.<\/p>\n<h3>Get to the verb quicker.<\/h3>\n<p>&#8220;A story should be a verb, not a noun,&#8221; says Byron Dobell, former editor of <em>Esquire<\/em> and <em>American Heritage<\/em>.<\/p>\n<p>One problem with announcement leads is that they make the verb &#8220;announce&#8221; the story.<\/p>\n<p>Another problem is that they upload the story with nouns. It&#8217;s never really &#8220;XYZ Company today announces that \u2026,&#8221; after all. It&#8217;s:<\/p>\n<h5 class=\"standalone\">XYZ Company, the leading maker of petroleum-based pet-feeding solutions and a division of ABC Conglomerate, today announces that \u2026<\/h5>\n<p>Whatever verb comes after the &#8220;that&#8221; is the real story:<\/p>\n<ul>\n<li>Announces that \u2026 we&#8217;re launching a new product.<\/li>\n<li>Announces that \u2026 we&#8217;re taking this position on an issue.<\/li>\n<li>Announces that \u2026 we&#8217;re making a hostile takeover bid for Google.<\/li>\n<\/ul>\n<p>In these announcements, the verbs &#8220;launch,&#8221; &#8220;take&#8221; and &#8220;make&#8221; are the real stories. So one way to check the strength of your lead is to count the number of words that come before these verbs. The more words, the further you&#8217;re delaying the story.<\/p>\n<h3>Drop &#8216;today announced.&#8217;<\/h3>\n<p>I&#8217;m not the only communicator who&#8217;s bored by &#8220;today announced&#8221; leads.<\/p>\n<p><em>Internet World&#8217;s<\/em> &#8220;Blah, blah, blah&#8221; column used to excerpt and annotate the worst releases the editors had received that month. My favorite:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Aborescence, Cogego Cable and Cable-Axion Digitel Successfully conducts first cable modem test of Bandai @ World Internet Appliance Quebec.<\/div>\n<p>The annotation:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Lead of a press release from Bandai \u2026 We were too tired to read the rest.<\/div>\n<p>Don&#8217;t wear your readers out. If you have news to announce, announce it.<\/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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announcing<\/p>\n","protected":false},"author":6,"featured_media":30014,"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":[148,150],"class_list":{"0":"post-13994","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-leads","9":"tag-releases","10":"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>Avoid announcements in press release leads<\/title>\n<meta name=\"description\" content=\"For crying out loud Surely there\u2019s a better 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