How to write a press release: The 10 Commandments of a great lead paragraph

How to write a press release is a major challenge for both experienced and aspiring PR professionals.

Press release writing is a skill learned. This article contains sample press release writing, including paragraph that all important first.

"If it bleeds leads" is a famous saying among the editors of news about why certain stories are on the front page or the first in a TV news or radio.

With so many major breaking news stories recently, such as the death of the Pope and the Navy helicopter crash in Indonesia, how can you make your press release stand out?

Well, the success of a press release to be followed by the media depends on the lead and all important first paragraph.

After the title, this is the first message an editor or reporter will read and is one of those critical moments of truth when it is gaining or losing the media.

The first paragraph sets the structure for all the release media.

Take this example of an opening very poorly written or point lead that was actually sent from the office of the spokesman of the opposition Northern Territory, Richard Lim March 9, 2005.

Shadow Minister for Education Employment and Training Dr Richard Lim says that the registered private training organizations that have provided education and training for the Territory are struggling to survive, because over the last two years, the government of the Northern Territory has a policy to use the equipment grants for providers of government only, but as the Charles Darwin University and Batchelor Institute of Indigenous higher education.

(Source:. DD McNicoll, The Diary, Media Section, The Australian, Thursday, March 17, 2005, pg 22)

What is this person trying to say?

As a media and communications specialists who work with clients, I find I spend at least half my time writing all worked the first paragraph, important. They had all the value is.

Here are my ten commandments for writing a great lead-in paragraph. A good lead paragraph must:

1. Summarize the story.

This is the tip of the message and the reader must understand the whole story is about just by reading the first paragraph. The most important and critical information must come first.

2. Answer: The Five W

You must answer who, what, when, where and why of the story.

3. Get your attention.

Like a good title, the main point is to take and hold the attention of the reader.

4. Make Every Word Count.

Aim for brevity and the world economy. Less is more. Change the words to increase the impact.

5. Sense.

Writing for the meaning.

6. Be accurate.

Always stick to facts and to be honest, no matter how bad the news. Avoid the fluff and hype. Remember that to be news.

7. Keep a sentence.

Simplicity is the key to big points lead.

8. Provide context.

If you are introducing an organization or person for the first time, put this in context by providing a detailed and meaningful and descriptive words immediately before the name of the company or individual.

For example:

Thomas Murrell - poor, no one knows who it is!
Activities international speaker and co-author of Understanding Influence for Leaders at all levels, Thomas Murrell - better person and puts in context.
Descriptions can be used differently depending on the objectives and context of the issue.

9. Be precise.

The accuracy is essential. Out of all the information you can pass what is most important? This message must be conveyed accurately.

10. Edit, Check and Correct a minimum of three times.

Nothing will shoot your credibility down like a typo or an error in the lead paragraph. First impressions count, no matter how good the story. Professionalism is essential. Someone else to check and read your press .......