You may have noticed that, for example, things that happened in the past take the present tense: Ok, we don’t want to turn this into English class, but there are a couple of handy grammar rules to keep in mind when writing your press release titles.įirst of all, remember that in the world of headline writing, a certain degree of flexibility is allowed when it comes to the tenses used. Use the same structures, shortcuts and phrasing in your press release headlines. You have the same task as a newspaper headline writer and you know from your own experience what kind of format gets your attention there. So do what the pros do by imagining that you’re competing for attention by encapsulating the main takeaway from your press release in the headline in a way that makes readers want to know more. Newspapers have the same challenge you have when writing a press release header-getting attention and igniting interest using limited space. In fact, you could argue it’s the same language. You’ve probably noticed that press release headlines and newspaper headlines (both online and old-school paper) have a lot in common. Think of your PR as your company’s or organization’s newspaper Journalists and readers both benefit from putting an exact value on whatever you’re talking about, so do everyone a favor, including yourself, by making those numbers the focus of your message. If your announcement can be enhanced with statistics or anything that helps to quantify what you’re trying to get across, add numbers to make it easier for the reader to feel it. Numbers always help to paint a more complete and compelling mental picture for the reader. Which has more impact on you-”Sales Up In Third Quarter” or “Third Quarter Sales Up By 60%”? The second one, of course. Here you can find an example of a book press release that’s tailored to both readers and journalists, hitting the sweet spot. If they don’t see value for them, it’s time to move on to the next press release. Start off right by always keeping in mind that your press release contains your media pitch and the people who read it are looking to check certain boxes as they do. If you’re not writing your press release headlines with this very specific and limited audience in mind, you’re already on the wrong track. Why is your announcement worth their time? Why should they be interested in your message? What are they going to get by spreading it through their platform? How are their readers going to benefit? We mention this obvious point because your headline has to speak to them. It’s right there in the name- press release. Your press release is for journalists and others in a position to deliver media coverage to your announcement. Here are our “musts” and a couple of “must-nots” for writing great press release headlines. After you get your headline on the page but before you publish it, check it against these rules to see if there’s anything you can do to give it that extra something that will get results. Since we can’t help you much with your experience or creativity in creating press releases ( or can we?), we’ve put together a list of tips, examples, and general guidelines to follow when writing press release titles. But it’s important to remember that headline writing is part science and part art-there are some rules you can follow but you definitely get better through experience and applying your own creativity. It needs to accomplish all of this using a number of words or characters that are only a fraction of what you think you need.Super-complex ideas boiled down to a few words? This is your problem. It has to quickly communicate the essence of your message, which may or may not easily lend itself to neat, tidy summaries.Remember that you’re pitching to people who get flooded with press releases-why should they stop and read yours? Your headline has to be intriguing enough to get journalists to keep reading.Why is it so hard to write great press release headlines? Even after you’ve obsessed over every component of an effective press release, the headline is still there, staring back at you and asking, “Are you sure you’re done with me?”. It’s strange but true-the shortest part of your press release is the most important and, quite often, the hardest to write.
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