How to Write a Strong Press Release Introduction (Lead Paragraph)

2 years ago - 2 min read

The lead paragraph, also known as the introduction, is the most critical part of your press release. It serves as a concise summary of the entire story and should immediately capture the reader’s attention—much like the opening line of a radio news bulletin or a quick elevator pitch.

At Viral Press Releases, the lead paragraph is limited to 100 words and must be written in plain text only. HTML tags are not permitted.

Purpose of the Lead Paragraph

The goal of the lead is to:

• Summarize the core message of your news story
• Spark interest and encourage the reader to continue reading
• Deliver essential facts without diving too deep into detail

This paragraph sets the tone for the entire press release and should be approached with care and precision.

Keep It Clear, Concise, and Compelling

A well-crafted lead paragraph is typically between 15 and 20 words, though up to 100 words is allowed if needed. It should read like the beginning of a professionally written news story—straightforward, informative, and engaging.

Avoid fluff, promotional language, or vague statements. Instead, focus on delivering facts that quickly answer the most important questions about the news.

Answer the Five Ws in One Paragraph

To write an effective press release introduction, make sure to answer the Five Ws as concisely as possible:

• Who is involved in the story?
  (Which individual, business, organization, or group is making the news?)
• What is happening?
  (What is the announcement, event, achievement, launch, or development?)
• When did or will it happen?>
  (Is it a past event, a current update, or an upcoming announcement?)
• Where is it taking place?
  (Mention the city, region, country, or platform where it occurs.)
• Why is it relevant or newsworthy?
  (Why should journalists and readers care? What’s the impact or significance?)

The aim is to deliver a complete snapshot of your news without overwhelming the reader with too much information too soon.

Example of a Good Lead Paragraph

“Tech startup Nexovate has announced the launch of its AI-driven job-matching platform in London on May 20, aiming to streamline recruitment for SMEs and reduce hiring times by up to 40%.”

This lead paragraph:

• Identifies who is involved (Nexovate)
• States what is happening (launch of a job-matching platform)
• Specifies when (May 20)
• Gives location (London)
• Explains why it matters (streamlining recruitment and reducing hiring times)

Final Tips

• Use journalistic language—objective and informative
• Avoid sales talk or excessive adjectives
• Write for clarity, not creativity—get to the point quickly
• Ensure your grammar and spelling are flawless
• Stick to text only—no formatting, no links, no tags

Crafting a strong lead paragraph takes practice, but it’s the key to getting your press release noticed, read, and picked up by journalists. Think of it as your headline’s right-hand partner—together, they convince the reader your story is worth their time.