Framing
The Specificity Hook
A single highly specific number in the lede that makes the rest of the release feel verifiable.
Reporters scan for numbers. A specific number — "40% faster ship cycle at [Named Customer]" — does more work than three paragraphs of adjectives. The specificity isn't just credibility; it's an editorial gift. The reporter can lift the number directly into the lede.
How to run it
- One specific number, with source, in the first sentence.
- The number should be verifiable in under 60 seconds.
- Avoid round numbers. "37%" beats "40%" for perceived precision (within reason).