Want readers to read? Lead with you
It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic.… Read the full article
PR writing
Write leads for your public relations target audience
Put the readers’ needs — not your products, services — up top
Which of these product release leads would you rather read? This one?
UnumProvident Corporation’s (NYSE: UNM) today announced the expansion of its online Comparative Reporting & Analysis (CR&A) information services, designed to help employers track employee absences.
… Read the full article Avoid abstraction in feature ledes
Concrete leads are the price of entry for feature articles
I was training a group of magazine writers recently, when one brave soul, Marty, shared this lead:
As someone who’s built build models in some exotic places, I know it’s easier when you have a special modeling studio.
… Read the full articleRethink the release
Focus on the reader, not on PR 101 approaches
When Rachel McGrew, manager at Osborn Barr PR, wrote a press release about a client product, she didn’t rely on the PR 101 approaches she learned in college.… Read the full article
Sell a story, not a product
The media’s not shopping for a commercial
Journalists aren’t looking for commercials. They’re seeking stories. So pitch a story, not a product.
That means focusing your pitch on a benefit to the media’s audience, timely news or entertaining information.… Read the full article
Shake it up
Osborn Barr reimagines a press release
When Rachel McGrew, manager at Osborn Barr PR, wrote a release about a client product, her first instinct was to take the traditional route.… Read the full article