How to prevent your information from being lost in the slew
of news releases editors receive daily.
A strong news lead delivers essential information in a fascinating and attention grabbing statement. Generally, a lead is an objective, declarative sentence. Stick to this rule to maximize its succinctness. It increases the likelihood an editor will read your company’s information. Avoid cluttered sentences. Keep the lead unbiased. Wait to bring in benefits of your product or service until later in the news release.
After reading the lead sentence, members of the media ask themselves, “Shall I read on?” Use the active voice to deliver your message clearly and strongly. This improves your chances that journalists will answer, “Yes.”
Editors are exceptionally familiar with the interests of their audience. Always research the media you plan to target. Releases are most effective when tailored to the editor’s audience. Include details and information that is pertinent to an editor’s readers to start a partnership that results in positive editorial coverage.
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