Find the News Peg Before You Draft

The draft is not step one. The peg is. What a peg does A peg connects your announcement to a change already happening in the world outside your company. It can be a customer pain spike, a new benchmark, a regulation, a timing window, or a visible shift in behavior. Why reporters need it A reporter has to defend the story in one sentence to an editor. A solid peg gives them that sentence. Without it, the story sounds like internal marketing. Quick test If your lede can be paraphrased as "our company did a thing," the angle is still…

Sign up free — one personalized lesson every day, matched to your role and goals.

Already have an account? Sign in