{"id":21127,"date":"2021-06-06T14:00:25","date_gmt":"2021-06-06T18:00:25","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21127"},"modified":"2021-06-14T12:27:33","modified_gmt":"2021-06-14T16:27:33","slug":"write-leads-for-your-pr-target-audience-examples","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-pr-target-audience-examples\/","title":{"rendered":"Write leads for your PR target audience (Examples!)"},"content":{"rendered":"<h2>Want readers to read? Lead with <em>you<\/em><\/h2>\n<p>It\u2019s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic.<\/p>\n<figure id=\"attachment_26861\" aria-describedby=\"caption-attachment-26861\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26861\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-pr-target-audience-examples\/pr-target-audience-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" data-orig-size=\"347,300\" 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=\"pr-target-audience-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Gotcha!&lt;\/strong&gt; The best way to write attention-grabbing press release leads? Write about readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blue-plastic-dart-isolated-on-white-143045104&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Mega Pixel&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples-300x259.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" alt=\"PR target audience example\" title=\"PR target audience example\" width=\"347\" height=\"300\" class=\"size-full wp-image-26861 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png 347w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples-300x259.png 300w\" data-sizes=\"(max-width: 347px) 100vw, 347px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 347px; --smush-placeholder-aspect-ratio: 347\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26861\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/write-leads-for-your-pr-target-audience-examples\/pr-target-audience-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" data-orig-size=\"347,300\" 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=\"pr-target-audience-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Gotcha!&lt;\/strong&gt; The best way to write attention-grabbing press release leads? Write about readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blue-plastic-dart-isolated-on-white-143045104&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Mega Pixel&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples-300x259.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png\" alt=\"PR target audience example\" title=\"PR target audience example\" width=\"347\" height=\"300\" class=\"size-full wp-image-26861\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples.png 347w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/pr-target-audience-examples-300x259.png 300w\" sizes=\"(max-width: 347px) 100vw, 347px\" \/><\/noscript><figcaption id=\"caption-attachment-26861\" class=\"wp-caption-text\"><strong>Gotcha!<\/strong> The best way to write attention-grabbing press release leads? Write about readers. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/blue-plastic-dart-isolated-on-white-143045104\" rel=\"noopener\" target=\"_blank\"><em>Image by Mega Pixel<\/em><\/a><\/figcaption><\/figure>\n<p>The <em>reader<\/em> is always the topic.<\/p>\n<p>So put the reader first: Next time you find yourself writing a press release, write to and about your target audience, not about <em>us and our stuff.<\/em><\/p>\n<p>Here\u2019s how to do it, stealing an approach from the lead of a PRSA <a href=\"http:\/\/anvils.prsa.org\/silver-anvil-awards\/overview#.VdDl4FyH194\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a>-winning release by the California Milk Advisory Board:<\/p>\n<h5 class=\"standalone\">Dairy farmers throughout California \u2014 the nation\u2019s No. 1 milk-producing state \u2014 will have an opportunity to learn the basics of cheese making in a comprehensive, one-day seminar being offered during February and March throughout the state. Sponsored by the California Milk Advisory Board \u2026<\/h5>\n<p>Note that this release:<\/p>\n<ol>\n<li><strong> Starts with the reader<\/strong>. \u201cDairy farmers throughout California \u2026\u201d See what happens when you begin your lead with the stakeholder, instead of with your organization\u2019s or product\u2019s name? You push the benefits toward the front of the lead.<\/li>\n<li>\n<p><strong>Follows up with the benefit<\/strong>. \u201c\u2026 will have an opportunity to learn the basics of cheese making \u2026\u201d We still haven\u2019t mentioned the organization or offering. Why? Because the reader benefit is more important.<\/p>\n<p>\tNotice how putting the reader first forces you from passive voice into active voice.<\/li>\n<li><strong>Only then introduces the product or service<\/strong>. \u201c\u2026 a comprehensive, one-day seminar \u2026\u201d The product or service is best placed, as in this release, after the end-user and benefit. In fact, the second paragraph is high enough for the product name.<\/li>\n<li>\n<p><strong>Ends with the organization\u2019s name<\/strong>. \u201cSponsored by the California Milk Advisory Board \u2026\u201d Trust me, if someone cares about your release, they\u2019ll get to your organization\u2019s name.<\/p>\n<p>\tAnd journalists, bloggers and others are more likely to read or run the release when you focus on their audience members instead of on your organization and its stuff.<\/p>\n<p>\tNotice how much more newsworthy and interesting this approach is than the traditional product announcement release, which is dated, formulaic and \u2014 let\u2019s face it \u2014 dull.<\/p>\n<p>\tNow you do it:<\/li>\n<\/ol>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"2\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td style=\"width:90%;\">\n<p>________________________________________ (Stakeholder) will soon be able to<\/p>\n<p>________________________________________ (benefit) thanks to<\/p>\n<p>________________________________________ (product or service) by<\/p>\n<p>________________________________________ (organization).<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>You\u2019ll wind up with something like this:<\/p>\n<h5 class=\"standalone\">The 2,000 commuters who now spend an hour each day driving from Sunrise Beach to Osage Beach will soon be able to make the trip in 15 minutes.<\/h5>\n<h5 class=\"standalone\">The reason: a new, $24 million bridge that Community Transport Corp. will build this summer.<\/h5>\n<p>Here are three other ways PR pros made the reader the topic in their PRSA <a href=\"http:\/\/anvils.prsa.org\/silver-anvil-awards\/overview#.VdDl4FyH194\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a>-winning campaigns.<\/p>\n<h3>1. Write to and about <em>you.<\/em><\/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: You. That\u2019s what PR pros did for these award-winning leads:<\/p>\n<h5 class=\"standalone\">It\u2019s on you. You have the power to save a life. That\u2019s 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\u00ae.<\/h5>\n<h5>The [date] event is part of a nationwide effort during African American Bone Marrow Awareness Month.<\/h5>\n<h6>\u2014 Be The Match media advisory<\/h6>\n<h5>The billion dollar-a-year tax increase, Amendment 66, is like the latest \u201cAs Seen on TV\u201d product. It\u2019s 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.<\/h5>\n<h6>\u2014 Vote No on 66 campaign op-ed<\/h6>\n<h5>Your school is invited to join Celebrate My Drive (CMD) 2013, an opportunity for students and communities to come together to celebrate [this year\u2019s] class of new drivers. The first year behind the wheel is the most dangerous for teens, and it\u2019s an issue we know is important to your school.<\/h5>\n<h6>\u2014 State Farm Celebrate My Ride news release<\/h6>\n<h3>2. Use the imperative voice.<\/h3>\n<p>Here\u2019s 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: Do the dishes. Make your bed. Clean your room.<\/p>\n<p>When we use it, though, it\u2019s the invitation voice: Grab a spade \u2026 prepare your senses \u2026 dig a little \u2026 learn a lot.<\/p>\n<h5 class=\"standalone\">As spring temperatures go up, it\u2019s 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\u2019s health gives clues of your ground\u2019s ability to feed plants, hold water, capture carbon and more.<\/h5>\n<h5>No fancy equipment required. Just grab a spade or shovel and prepare your senses to dig a little and learn a lot.<\/h5>\n<h6>\u2014 Natural Resources Conservation Service news release<\/h6>\n<h5 class=\"standalone\">Working late again? You\u2019re not alone, according to a new study by University of Arizona germ guru Dr. Charles Gerba. You have plenty of bacteria keeping you company.<\/h5>\n<h5>The study, the first of its kind to measure normal bacterial levels inside offices across America, found paper isn\u2019t all that\u2019s piling up on desks. In fact, the average desk harbors 400 times more bacteria than the average toilet seat.<\/h5>\n<h6>\u2014 Clorox Silver Anvil Award-winning release<\/h6>\n<h3>3. Use a placeholder for \u2018you.\u2019<\/h3>\n<p>I actually prefer to avoid you and the imperative voice in media relations pieces. For one thing, who\u2019s you \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: Community members. New drivers. Farmers throughout the state. Teens who commit to safe driving.<\/p>\n<p>That\u2019s how these Silver Anvil award-winners set up their stories:<\/p>\n<h5>Community members of all ages are invited to join Celebrity Chefs Nicolas Come of Nicolas\u2019 Garden and Adam Pechal of \u201cRestaurant THIR13EN\u201d and \u201cTuli Bistro\u201d fame, as they co-host the inaugural \u201cFarm-to-Fork Family Food Feud,\u201d game on Saturday, September 28, 2013, at 11:00 am.<\/h5>\n<h6>\u2014 Nicolas\u2019 Garden news release<\/h6>\n<h5>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\u2019t match up according to a new survey conducted by State Farm.<\/h5>\n<h6>\u2014 State Farm news release<\/h6>\n<h5>During 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.<\/h5>\n<h6>\u2014 State Farm news release<\/h6>\n<h5>A growing number of farmers throughout STATE have \u201cdiscovered the cover\u201d \u2014 and for some very good reasons. They\u2019re increasingly recognizing that by using cover crops and diverse rotations, if s possible to actually improve the health and function of their soil.<\/h5>\n<h6>\u2014 Natural Resources Conservation Service op-ed<\/h6>\n<h5>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\u2019s 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.<\/h5>\n<h6>\u2014 State Farm news release<\/h6>\n<h5>Get ready, racing aficionados, zombie slayers, sports fans, warriors and entertainment lovers. The Xbox team is planning one of the biggest entertainment premieres of the year to celebrate the launch of Xbox One with Xbox fans around the world, when it launches next Friday, Nov. 22.<\/h5>\n<h6>\u2014 Xbox Silver Anvil-winning promotion<\/h6>\n<h3>Stop wasting their time.<\/h3>\n<p>Next time you\u2019re ready to send a press release, it will probably look at first glance like a news story:<\/p>\n<h5 class=\"standalone\">The California Milk Advisory Board announces a comprehensive, one-day seminar on cheese production.<\/h5>\n<p>But if you want to write an effective press release \u2026 if you want to engage editors or reporters \u2014 and their readers \u2014 in your story, take a tip from these Silver Anvil winners: Once you\u2019ve written a press release, make sure you\u2019ve put the most important information \u2014 how readers can use your product or service \u2014 up top.<\/p>\n<p>It\u2019s more important than the contact information. More important than press release distribution. Way more important than including a quote. Even more important than the press release headline.<\/p>\n<p>So focus on the reader and the reader\u2019s needs, not on <em>us and our stuff.<\/em><\/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>Want readers to read? Lead with you<\/p>\n","protected":false},"author":6,"featured_media":26861,"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":[243,370,425],"class_list":{"0":"post-21127","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-press-release","9":"tag-reader","10":"tag-topic","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 PR target audience (Examples!)<\/title>\n<meta name=\"description\" content=\"Gotcha! 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