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PR Fuel: Hook Editors With Strong OpeningsIf you want your press release to get an editor's attention, you need to get to the point and do it fast. Dozens of press releases stream into a newsroom every day, and many of them end up in the trash because an editor simply didn't have time to stop and figure out what the writer was trying to say. You might have a great, timely news hook, but it won't get noticed if it's buried three-quarters way down the page.The two most important elements of the press release are the headline and opening paragraph, simply because that might be all an editor or reporter ever reads. By the time he skims the first few lines, he should know what your story is and why it is important to his readers. Some people prefer to write the headline last, because it is often the most difficult thing to write. However, I find it better to write the headline first, because it helps me focus the writing in the body of the release. Here are some guidelines: Headlines should be short and catchy; usually five to seven words is enough. Make each word count. Use active verbs, staying away from "is" and "are." Avoid fancy adjectives and adverbs all together. Take out unnecessary words like "the," "an," and "that." Punctuation isn't necessary. Definitely don't use exclamation points, as they don't make your story sound any more newsworthy. In fact, they can seem rather desperate and pathetic. Be specific. Instead of saying "ABC Inc. Creates New Jobs," say "ABC Inc. Creates 340 Manufacturing Jobs in Fair Hill." This gives an editor something concrete to grasp. Use a short subhead if you feel you have other important information you need to present up front. However, a subhead isn't necessary. Like the headline, the opening paragraph needs to be enticing, concise, and to the point. In journalism, reporters often write using a format called the inverted pyramid. This structure calls for the most important information to appear at the top of the story. When you're writing a press release, you should follow this same format. Imagine an editor is going to print your press release in his publication. However, he only has a very small news hole. Chances are he'll start cutting away text from the bottom, so you'll want all of the important information to be up top. The opening paragraph should be no more than three sentences, and should hook the reader into the story you're telling. It should answer the basic questions: Who? What? Where? When? Why? How? Focus on the main idea, not the little details. One of the worst (and most overused) ways to begin a news release is to say "ABC President John Smith today announced ..." Obviously if you're sending out a news release, someone is announcing something. Tell the news first, worry about attribution later. Finally, avoid marketing hype and sales jargon. Editors and reporters can sniff out a sales pitch from a mile away and they're not interested in giving you a free ad. If they sense you're trying to pull one over on them, chances are they won't even bother reading your release at all the next time.
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