10k can be a very tricky race, because it is not a long, long distance race. It is on the speed side of distance racing, but you still have to respect the distance.
In a 5k, you know you're going to put some speed into it, and you don't want to go out too conservative. Plus it is a short distance in long distance running.
In a half marathon, you're dealing with a long race, so you're going to automatically start off very conservative to ensure that you have enough speed and power to turn it up for the last 3-4 miles.
However, with a 10k a lot people get it wrong by going out too, too fast or going out too, too slow. To me, one theory applies to all distance running ( except for the 800), you want to negative split the second half of the race. With that being said, the first 2 miles should be at pace that is fast, but not too fast, and that does not always equate to 10k pace. Once the first 2 miles have been mastered, those last 3-4 miles can be run at 5k pace, because you already know what your 5k ability is.
Basically, keep the first 2 miles controlled, and then turn it into a 5k race for the last 3-4 miles. And if you're feeling really good going into that last mile, then hit that last mile at or close to your 1 mile pace.