The Perfect First Paragraph
Master the inverted pyramid style and hook readers with a powerful opening paragraph.
The first paragraph of your press release is the most critical. Journalists often decide whether to cover your story based solely on this paragraph. It needs to deliver all essential information immediately.
The 5 W's Framework
Your lead paragraph must answer: Who (your company), What (the announcement), When (timing), Where (location if relevant), and Why (significance). Pack all this into 2-3 sentences maximum. Example: 'San Francisco-based FinTech startup PayFlow announced today the launch of its AI-powered payment platform, which reduces transaction processing time by 80% for e-commerce businesses.'
Lead with the News
Start with your most newsworthy element. Don't bury the lead with background information or company history. If you raised $50M, say that first. If you're launching a revolutionary product, lead with that. Save context and details for later paragraphs.
Make It Scannable
Journalists scan hundreds of press releases daily. Your first paragraph should work as a standalone summary. If someone only reads this paragraph, they should understand the complete story. Use clear, direct language without jargon.
Include Impact or Benefit
Don't just state what you're doing - explain why it matters. 'Company launches new software' is weak. 'Company launches software that cuts healthcare costs by 30%' shows clear impact. The benefit makes your announcement newsworthy.
Use Specific Details
Vague statements kill interest. Instead of 'significant growth', say '127% revenue increase'. Instead of 'major partnership', name the partner. Specific details add credibility and make your announcement more compelling and quotable.
Key Takeaways
- Write the first paragraph last, after you know all details
- Read it aloud to check flow and clarity
- Remove any unnecessary adjectives or adverbs
- Ensure it can stand alone without context
- Test it on someone unfamiliar with your company
Common Mistakes to Avoid
- Starting with company history or background
- Using marketing language or hype
- Making the paragraph too long (over 4 sentences)
- Failing to include all 5 W's
- Not explaining why the news matters
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