The Lead

The lead (first paragraph or two) is the most important part of the release; it should state both what the release is about and grab the readers' attention.

Writing a good lead requires first deciding

• What action/event is about to take place?
• What is significant about that action/event?
• What is the audience's interest in that action/event?

The first sentence should identify, minimally, who and what, with when, where, & why reported early in the release.

For national or out-of-region news, a local angle may be necessary to get an editor's attention; identify the local angle in the lead. For example, a company's headquarters in another state announces a major downsizing. The local angle will include how many employees are expected to be laid off from the company's local operations.