Here’s a great guest blog from a colleague and frequent contributor to my ezine, Jerry Brown. This advice is just as important for crisis-related media relations, maybe even more so, than it is for more routine, proactive PR.
Jonathan Bernstein
You had me at helloBy Jerry Brown, APR
www.pr-impact.com
Hook me at the beginning if you want me to notice your story. Then keep it interesting if you want me to stick around until you’re done telling it.
Good storytellers know it’s important to grab their audience’s attention right from the start. That’s why the lead of a news story is so important. And it’s why you need a strong, attention-getting lead for your news releases and pitch letters.
There are many kinds of good leads. Here are a few of my favorites:
- Ask a question. Asking a question intriguing enough that the rest of us will want to know the answer is a good way to get reporters to read your news release to learn your answer. Not everyone agrees with me on this one. Some purists believe beginning a story with a question is a no-no. Why would you ignore such a powerful way to bring me into your story?
Example: Why are local bird watchers putting down their binoculars and picking up protest signs?
- Start with an anecdote. News is about people and things that affect people. Anecdotes humanize your story. A good anecdote is a great lead for a story about an individual or a group of people.
Example: Joan Doe has spent the last 43 years helping others. On Tuesday, several dozen of them will be on hand for her final day at work to say thank you and tell her how she changed their lives forever.
- Say something unexpected. We’re hardwired to notice the unexpected — a strange noise that may indicate a problem with your car or a slight movement by a stranger on a dark street. It’s a survival technique. Because we’re hardwired to pay attention to the unexpected, a lead that surprises your audience is a great way to get their attention.
Example: Giving away money isn’t always easy.
- Use a first-person story. A self-directed version of the anecdotal lead. Don’t overdo this one. But some feature stories lend themselves to first-person leads. Just make sure there’s a reason for the rest of us to care.
Example: The bear stared at me. I stared back. What I did next probably saved my life. And it could save yours.
- Just the facts. Once almost universally used for spot news stories and news releases, and still the most common type of lead for both. Make sure your facts are interesting or your lead will be boring — and your news release will probably end up in the trash.
Example: XYZ Company opened a new plant today in Localville, bringing 500 jobs and a $25 million annual payroll to the city.
That’s my’ two cents’ worth. What’s yours?
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For more resources, see the Free Management Library topic: Crisis Management
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Jonathan L. Bernstein, founder and Chairman of Bernstein Crisis Management, Inc. has more than 25 years of experience in all aspects of crisis management – crisis response, vulnerability assessment, planning, training and simulations.
Erik Bernstein is president of Bernstein Crisis Management. Erik started with BCM in 2009 as a writer and subsequently became social media manager for the consultancy itself as well as for a number of BCM clients before moving to the president position.