Or…”I hate writing them. Can’t I just send a text message? LOL.”

It focuses on one aspect of a story only…So, when you’re writing a release, understand

“What’s the story?”

“It was a sweltering summer evening. Beads of sweat dropped from the tip of Heather’s nose, landing on her heaving chest. She knew if she was sweating like a pig, her underarms would continue to smell like cherries, thanks to the new Apex Cherry Antiperspirant…”

Is it the company deciding to rebrand?Are they kicking off their new brand with a

fashion show? Is it a retargeting to a new public/market? Is it a partnership or spokesperson

announcement?…AND MAKE THAT YOUR LEAD!

“And, it’s Who in the lead, followed closely by What, When, Where and Why. They cross the bridge into the second paragraph, where the lead is expanded. As they go into the second page, a slug crosses to the center…”

The star of The Snorting Life, Britney Wearing (who), will host a fashion show (what) for her deodorant company, the Apex Cosmetic Company, on Tuesday, April 3 (when). The event, to be held at the Sheraton Hilton (where), will unveil the 40 year-old cosmetic company’s new look aimed at targeting a younger demo (why).

Britney Wearing, showing off her impeccable fashion sense during a recent visit to her ornithologist, told reporters she will spearhead the drive to rebrand her family’s products, even though she admitted she never used. “I don’t wear panties, whyshould I wear deodorant,” she once toldreporters.

The Apex Cosmetic company announced last week it has begun what it describes as a major rebranding effort (who, when, and what) in order to recapture lost market share. (why)The announcement was made by company president Israel Wearing at a press conference held at the Midtown Hilton (where).

Israel “Izzy” Wearing celebrating his company’s commitment to rebranding the company’s stale image. When asked how

optimistic he was over the company’s new marketing push, the president was

reported to have said, “I regret that I have but one life to give for my

country. Give me liberty or give me death.” Wearing was later released from

jail under his own recognizance.

In an effort to grab larger market share for its cosmetic (why) line, the Apex Cosmetic Company (who) is kicking-off (when) a new rebranding campaign (what) to increase sales within the 18-24 year-old demographic (why).

“No kidding?”

Lord Howard Hertz, at the “kick-off” party for The Apex Cosmetics rebranding roll-out.

The highlight of the event was the “Kick A Field Goal” contest, with the winner getting an evening with Britney Wearing (her idea).

Oddly, no one was able to kick the ball between the uprights. Speaking of

upright, no one was in that condition by party’s end.

The Apex Cosmetic Company and Pepsi-Cola (who) are teaming up to help college-bound high school graduates with college tuition (what). At a press conference held last week (when) at the Sheraton Hilton (where), representatives from both companies announced the partnership to raise scholarship money for needy high school graduates(why).

Claude Badly was once a high-priced spokesperson until a National Enquirer investigative reporter discovered Badly had once played for the New York Knicks.

The Apex Cosmetic Company has announced the kick-off of a major branding effort. It is also teaming up with Pepsi-Cola to form a fundraising partnership.

(How can you rework this weak lead so that includes both stories into one strong lead?)

“Did I tell you about the guy who had so much bridge work done that he had to pay tolls every time he wanted to kiss a woman.”

“%(#@!!*?”“You know what they say --

abscess makes the heart grow fonder.”

The Apex Cosmetics Company is announcing the fall release of its new line of deodorants. Marketing research revealed to company executives that consumers had an overwhelmingly negative impression of the 40 year-old cosmetics maker.

(Not a bad lead, but the transition could be better. Rework it.)

Britney Wearing making a smoother transition. Actually, the vehicle was originally a 2008 BMW 750. It seems Britney was cut off by the vehicle as she attempted to cross an LA street to purchase some quarter pound cheeseburgers. Ms. Wearing hunted down the vehicle and vented her rage by using her Black and Decker Sander and some 60 grit paper.

“Bonjour, mes ami. How you like my cherry antiperspirant? Tres jolie, n’est pas?”