{"id":17856,"date":"2021-06-03T12:12:15","date_gmt":"2021-06-03T16:12:15","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=17856"},"modified":"2021-06-14T12:52:03","modified_gmt":"2021-06-14T16:52:03","slug":"write-leads-for-your-public-relations-target-audience","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-public-relations-target-audience\/","title":{"rendered":"Write leads for your public relations target audience"},"content":{"rendered":"<h2>Put the readers\u2019 needs \u2014 not your products, services \u2014 up top<\/h2>\n<p>Which of these product release leads would you rather read? This one?<\/p>\n<figure id=\"attachment_26911\" aria-describedby=\"caption-attachment-26911\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26911\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-public-relations-target-audience\/public-relations-target-audience\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" data-orig-size=\"600,300\" 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=\"public-relations-target-audience\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Hit the target&lt;\/strong&gt; To grab editors\u2019 attention, steal a tip from these Silver Anvil winners. Lead with the readers\u2019 needs \u2014 not with your products, services, programs or ideas.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" alt=\"Public relations target audience\" title=\"Public relations target audience\" width=\"600\" height=\"300\" class=\"size-full wp-image-26911 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26911\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-public-relations-target-audience\/public-relations-target-audience\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" data-orig-size=\"600,300\" 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=\"public-relations-target-audience\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Hit the target&lt;\/strong&gt; To grab editors\u2019 attention, steal a tip from these Silver Anvil winners. Lead with the readers\u2019 needs \u2014 not with your products, services, programs or ideas.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png\" alt=\"Public relations target audience\" title=\"Public relations target audience\" width=\"600\" height=\"300\" class=\"size-full wp-image-26911\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/public-relations-target-audience-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-26911\" class=\"wp-caption-text\"><strong>Hit the target<\/strong> To grab editors\u2019 attention, steal a tip from these Silver Anvil winners. Lead with the readers\u2019 needs \u2014 not with your products, services, programs or ideas. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/close-woman-hand-throwing-red-arrow-1748915333\" rel=\"noopener\" target=\"_blank\"><em>Image by Anucha Tiemsom<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">UnumProvident Corporation\u2019s (NYSE: UNM) today announced the expansion of its online Comparative Reporting &amp; Analysis (CR&amp;A) information services, designed to help employers track employee absences.<\/div>\n<p>Or this one?<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Employers now have a better way to measure, monitor and manage employee absences thanks to UnumProvident Corporation\u2019s (NYSE: UNM) expanded online Comparative Reporting &amp; Analysis (CR&amp;A) information services.<\/div>\n<p>Me too. In the first, conventional release lead, I&#8217;m not going to make it to the second acronym. But I&#8217;ll pay attention to the company and product name in the second \u2014 a PRSA Silver Anvil Award winner \u2014\u00a0because the writer focused on reader benefits first, &#8220;us and our stuff&#8221; second.<\/p>\n<h5>\u201cPresent the key element &#8230; that explains how your story can benefit <em>Forbes<\/em> readers.\u201d<\/h5>\n<h6>\u2014 Bruce Upbin, senior editor at <em>Forbes<\/em><\/h6>\n<p>So lead with the benefits and substantiate with the features. Focus on your reader\u2019s needs first, then follow up with your organization and its products, services and ideas.<\/p>\n<p>\u201cEditors don\u2019t care that \u2018Amalgamated Technologies Has Released the New XYZ-2000 Coated Cable Bushing,'&#8221; writes Stinson Liles, principal and co-founder at Red Deluxe, \u201cThey are much more likely to be interested in \u2018Phone Companies Use New Coated Cable Bushing for Difficult Underground Connections.\u2019\u201d<\/p>\n<p>So sell the journalist on your products\u2019 value to the journalist&#8217;s readers.<\/p>\n<h3>Steal a trick from these Silver Anvil winners.<\/h3>\n<p>These benefits leads from PRSA Silver Anvil-winning campaigns are great models of leading with the benefits and substantiating with the features.<\/p>\n<h4><strong>Lead with the benefits \u2026<\/strong><\/h4>\n<h5 class=\"standalone\">Employers now have a better way to measure, monitor and manage employee absences \u2026<\/h5>\n<h5 class=\"standalone\">Do you dread shopping for new appliances? Are you tired of being bumped in narrow aisles, searching for customer assistance and even purchasing appliances that don\u2019t fit your needs?<\/h5>\n<h5 class=\"standalone\">On average, an employer can expect that 10 percent of its employee population will be out on a disability leave during the course of the year. To help employers better understand the types of disabilities affecting their industries and how targeted workplace solutions can mitigate associated costs and employee absences<\/h5>\n<h4><strong>\u2026 Substantiate with the features<\/strong><\/h4>\n<h5 class=\"standalone\">\u2026 thanks to UnumProvident Corporation\u2019s (NYSE: UNM) expanded online Comparative Reporting &amp; Analysis (CR&amp;A) information services.<\/h5>\n<h5 class=\"standalone\">If so, the new Northridge-area Maytag store was designed just for you.<\/h5>\n<h5 class=\"standalone\">\u2026 MetLife has made available <em>The MetLife Series on Championing Productivity<\/em> \u2026<\/h5>\n<h3>Make the switch.<\/h3>\n<p>Sometimes, a small switch is all you need to put the benefits first.<\/p>\n<p>Instead of:<\/p>\n<h5 class=\"standalone\"><del datetime=\"2021-06-04T15:21:11+00:00\">XYZ&#8217;s Workbench Sensor Designer tool enables engineers to quickly move from concept to simulation to prototype in a few keystrokes.<\/del><\/h5>\n<p>Write:<\/p>\n<h5 class=\"standalone\">Engineers who typically take weeks to design sensor systems can now complete their designs in minutes, thanks to a new, online design tool.<\/h5>\n<p>Instead of:<\/p>\n<h5 class=\"standalone\"><del datetime=\"2021-06-04T15:21:11+00:00\">XYZ Corporation (NYSE: XYZ) today announced that print and copy costs can be reduced up to 20 percent with our new ABC product.<\/del><\/h5>\n<p>Write:<\/p>\n<h5 class=\"standalone\">Organizations can reduce their print and copy costs up to 20 percent with XYZ Corporation\u2019s (NYSE: XYZ) new ABC product.<\/h5>\n<p>Instead of:<\/p>\n<h5 class=\"standalone\"><del datetime=\"2021-06-04T15:21:11+00:00\">Everquest \u201cSeeds of Destruction\u201d is the new expansion for the Everquest video game franchise.<\/del><\/h5>\n<p>Write:<\/p>\n<h5 class=\"standalone\">Gamers can level up their character to 85 in the latest expansion of Everquest\u2019s \u201cSeeds of Destruction.\u201d<\/h5>\n<p>Next time you write a press release, brochure or newsletter article, put the reader benefits first.<\/p>\n<p>\u201cThere\u2019s nothing wrong with a story about a new product,&#8221; says Stephany Romanow-Garcia, senior process editor, <em>Hydrocarbon Processing<\/em>. &#8220;But readers want to know, \u2018How am I going to use it?\u2019 I\u2019m not interested in \u2018new and improved.\u201d<\/p>\n<div id='MC-PR-TLR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-44\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"NOT Your Father\u2019s PR Writing workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing  workshops\" title=\"NOT Your Father\u2019s PR Writing workshops\" 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; background-color: #ffffff; 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\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing  workshops\" title=\"NOT Your Father\u2019s PR Writing workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you write PR pieces that get covered?<\/h3>\r\n<p>Some 55% to 97% of all releases sent to media outlets are never used, according to Dennis L. Wilcox and Lawrence W. Nolte\u2019s <em>Public Relations Writing and Media Techniques<\/em>.<\/p>\r\n\r\n<p>So how can you create PR pieces that are among the 3% to 45% of those that actually get the word out?<\/p>\r\n\r\n<p>Learn how to write PR copy that editors won\u2019t be able to pass up at our <a title=\"NOT Your Father\u2019s PR Writing workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><strong>NOT Your Father\u2019s PR Writing workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to go beyond \u201cnew and improved\u201d to develop story angles that readers want to read \u2026 and that journalists and bloggers want to run.<\/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\/writing-classes\/press-release-writing-course\/\" 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\/writing-classes\/press-release-writing-course\/\" 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>Put the readers\u2019 needs \u2014 not your products, services \u2014 up top<\/p>\n","protected":false},"author":6,"featured_media":26911,"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":[219,357,323],"class_list":{"0":"post-17856","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-benefits","9":"tag-lead","10":"tag-release","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>Write leads for your public relations target audience<\/title>\n<meta name=\"description\" content=\"Hit the target: To grab editors\u2019 attention, steal a tip from these Silver Anvil winners. 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