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Chapter 30. Press Release Writing 101 > Lead Your Press Release to Success

Lead Your Press Release to Success

Beginning with the first word of the first sentence and ending at the conclusion of the first paragraph, the lead is your best, and sometimes only, opportunity to grab the reader’s attention. A well-conceived lead draws readers in, motivating them to read the press release to its conclusion. Keep these points in mind when crafting your lead paragraph:

The lead structures your press release, so the media have no doubt what you are announcing or whether they should continue reading and cover your story.

The lead delivers the release’s most important, compelling facts—the five Ws—right up front, often in terms of a conclusion.

The lead summarizes what is to come later in the release.

The lead draws readers in, creating interest in your announcement and a desire to share the information with readers, viewers, or listeners.


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