Relax pressure just turns reluctance into stubborn resistance. Be a book lover. Read to your kids and with your kids. Let your kids read aloud to you while you do simple chores. Make reading part of bedtime.
Many parents allow kids to stay up past bedtime as long as they are reading.
Make buying books into an event. Let your child choose what he wants to read and go to bookstores that have a pleasant atmosphere and knowledgeable staff - independent book stores are often excellent for this. After book buying, consider stopping off for a treat and a chance to discuss the chosen books, thus building excitement for reading them. Enlarge your definition of reading. Your child may prefer not to read the classics, but would be happy to read non-fiction, especially about topics or celebrities that interest him.