Tips for writing a good mock PR line to sell an idea? Thanks.

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Look at PR articles on AdAge/AdWeek/AdWeak and mimic it

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Think about headlines you’ve seen that made you want to read more.

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Could not disagree more with the advice to look at industry rags for ideas. Unless you’re trying to sell a gimmicky idea only ad people will care about.

If you want to sell a big idea that will get earned media, first you need to have a big idea that will get earned media. “Dominoes responds to the harshest critics of its pizza by completely overhauling it.”

Then, write the news headline the NYTimes is going to write about it.

Don’t make it an exercise in selling an idea. Make it a pressure test for the quality of your idea.

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This. Most creatives almost default to industry trade publications when in reality they need to be thinking about headlines in consumer publications. It is verrryyyy hard. If OP has a PR team or agency they can tap, I’d advise that. Nothing more PR people hate when creatives sell an idea that’s “media-able” without their consultation of what actually drives earned.

Check the style of the drum

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