{"id":24154,"date":"2022-07-01T09:23:48","date_gmt":"2022-07-01T13:23:48","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24154"},"modified":"2023-12-20T10:28:33","modified_gmt":"2023-12-20T14:28:33","slug":"press-release-lead","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead\/","title":{"rendered":"Six press release leads to avoid"},"content":{"rendered":"<h2>How many of these have found their way into your releases?<\/h2>\n<p>Are you still using the fact pack \u2014 cramming who, what, when, where, why and how into the first paragraph of your news release? Are you still married to the dated \u201cXYZ Company today announced \u2026\u201d approach?<\/p>\n<figure id=\"attachment_30007\" aria-describedby=\"caption-attachment-30007\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30007\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead\/press-release-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.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\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead the way&lt;\/strong&gt; Write press release leads that engage readers, instead of these PR 101 approaches.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png\" alt=\"Press release lead\" title=\"Press release lead\" width=\"450\" height=\"300\" class=\"size-full wp-image-30007 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead-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=\"30007\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead\/press-release-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.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\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead the way&lt;\/strong&gt; Write press release leads that engage readers, instead of these PR 101 approaches.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png\" alt=\"Press release lead\" title=\"Press release lead\" width=\"450\" height=\"300\" class=\"size-full wp-image-30007\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/press-release-lead-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30007\" class=\"wp-caption-text\"><strong>Lead the way<\/strong> Write press release leads that engage readers, instead of these PR 101 approaches.<\/figcaption><\/figure>\n<p>These conventional formulas to press release leads are formulaic, old-fashioned and \u2014 let\u2019s face it \u2014 dull.<\/p>\n<p>Make sure these PR 101 leads don\u2019t find their way into your releases:<\/p>\n<h3>1. Abstraction<\/h3>\n<p>Show, don\u2019t tell. When writing news release leads, choose concrete details, not abstract ideas.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Good communication can prevent an accident from becoming a disaster.<\/div>\n<h3>2. <a href=\"https:\/\/www.wyliecomm.com\/2022\/07\/lead-press-release\/\"><strong>Announcement<\/strong><\/a><\/h3>\n<p>If you have something to announce, announce it! Don\u2019t announce that you\u2019re announcing it:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">ABC Company today released its 2012 Corporate Sustainability Report, the first complete and integrated record of the company\u2019s sustainability performance following the merger of ABC and XYZ in March.<\/div>\n<h3>3. Background<\/h3>\n<p>Background \u2014 also known as the blah blah blah \u2014 is no way to draw readers into a piece. Instead, leave the definitions, history lessons and broader context for the third paragraph.<\/p>\n<p>Don\u2019t start like this:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">XYZ Company\u2019s development of ear-blasting technologies began with the introduction of Make It Louder software in 2004. Since then, it has progressed to include three additional generations of ear-blasting technologies that continue to achieve the highest level of sound quality.<\/div>\n<h3>4. Fact pack<\/h3>\n<p>Instead of a \u201csuitcase lead\u201d \u2014 one you try to cram all of the story elements into \u2014 aim for a bikini lead. Cover just the interesting essentials.<\/p>\n<p>After all, if you lead with all of the W\u2019s, what do you put in the second paragraph?<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">On Aug. 4, XYZ\u2019s first-ever system-wide physician networking event was held on top of the parking structure at XYZ La Jolla. With the theme, \u201cSurf\u2019s up on the Rooftop,\u201d this well-attended event was open to all XYZ physicians and their guests, who dined on island-style cuisine and danced to a live band while watching the sunset.<\/div>\n<h3>5. Question<\/h3>\n<p>Planning to run a question lead? What if the reader doesn\u2019t know \u2014 or care \u2014 the answer to your question?<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Have you ever been in a situation where your personal interests seem to be in conflict with your responsibilities as an XYZ employee?<\/div>\n<p>I don\u2019t know. Have I? Maybe start by illustrating some situations where my personal interests are in conflict with my employment contract, instead.<\/p>\n<h3>6. Quotation<\/h3>\n<p>As anyone who\u2019s ever interviewed an engineer knows, quotes aren\u2019t necessarily riveting. And quotation marks don\u2019t magically make them so.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\u201cXYZ product is a smart, strategic investment for growers, and the ABC offer means it pays even more to plan ahead,\u201d said Somebody Important at Allied Appliances. \u201cXYZ product helps growers get the most out of every acre. Allied Appliances is doing all it can to ensure growers are prepared for 123 season.\u201d<\/div>\n<h3>What to use instead?<\/h3>\n<p>Instead, <a href=\"https:\/\/www.wyliecomm.com\/2022\/07\/press-release-lead-paragraph\/\">make your release lead compelling<\/a> with reader benefits, synthesizing the news or illustrating the idea with a feature lead.<\/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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releases?<\/p>\n","protected":false},"author":6,"featured_media":30007,"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":[148,330,12935],"class_list":{"0":"post-24154","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-leads","9":"tag-news-release","10":"tag-paragragh","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>Six press release leads to avoid<\/title>\n<meta name=\"description\" content=\"Lead the way: Write press 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