A Knock-Their-Socks-Off Headline is What Makes a Press Release

Commonly used as part of people relations activities, press releases help organizations attain the desired image and reputation. Press releases give individuals, organizations or brands exposure. Press releases are served to online news sites and blogs as part of online or digital PR in addition to traditional platforms such as newspapers or magazines. Press releases, which corporations, individuals and organizations make use of for media exposure, follow a certain set of rules. The first and most important of these rules is the headline.

What Makes a Good Press Release Headline?

The headline is the most critical section of a press release. As the headline is the first section of the press release that is read, it must be alluring and offer information regarding the topic. Considering editors and journalists receive hundreds of press releases every day, press releases need to stand out if they are to be taken into consideration. A striking headline is usually just what it takes. Regardless of how intriguing the topic of the press release may be, a weak headline crushes any chances of the press release being taken into consideration. The headline, which requires creative thinking to formulate, boosts the press release's reader count and its chances of being taken into consideration. Submitting alternative headlines together with the press release will result in much better reflections. There are many things to consider when writing a press release. Relevant information on this topic is available in our post titled "How to Write a Press Release".

Things to Consider When Deciding on a Headline for Your Press Release

  • The headline and the topic of the press release must have a semantic bond.
  • The headline of the press release must be striking and intriguing.
  • It must be free of wordplays and misguiding words aimed at attention-seeking. Clickbait headlines must be avoided.
  • The headline must be shorter than 10 words.
  • Any words that might be correlated with the company, the individual or the organisation and be mistaken for advertisement must be avoided. Journalists trash press releases reeking of advertisement right away.
  • The headline of the press release must be original.
  • The dash (-), the underscore (_), the and symbol (&), the less than symbol (<) or the greater than symbol (>) as well as the symbols ™ and ® must be avoided.
  • Nonessential punctuation must be avoided in the headline.
  • Italic formatting must be avoided in the headline.
  • Writing the headline in all caps for attention will reflect negatively on the press release. Therefore only the first letters of the words must be written in capital letters.
  • The headline must be written in familiar font families such as Helvetica, Arial or Times New Roman.
  • The font size of the header must not be greater than 14.
  • Mathematical statements in headlines must be expressed using symbols and numbers. Numbers should not be written out in letters. Example: Income Increases by Ten Percent (wrong) Income Increases by 10% (correct)
  • The headline must be in the form of a question like the ones we see on news sites.
  • The rules applying to the header apply to sub-headers as well.
     


The rules of the headline must be followed to the letter. The process of writing and distributing the press release must be handled diligently in order for the message to get through to the target audience in the most effective way possible.

Even if your press release is about a news-worthy subject, a less-than-ideal headline will crush its chances of being taken into consideration by journalists. Writing press releases takes a lot of effort and experience. Writing well is not enough for press releases, which are the backbone of PR activities, one must keep tabs on current topics and mediums and also be a good reader. Press releases must be served to online news sites and blogs in addition to traditional platforms. Press releases must focus on image and reputation, not sales and marketing. Collaborating with online platforms will boost your search engine performance.

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Brand Awareness
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