How to Craft the Perfect Press Release Headline
Crafting the perfect headline for a press release can make or break your chance of getting media coverage. A well-written headline grabs the attention of journalists, giving them a reason to read more. Let’s explore how to create a press release headline that stands out and entices journalists to cover your story.
1. Keep It Short and Engaging
The best press release headlines are short and to the point. Aim for 8-10 words to clearly communicate your story without overwhelming the reader. Journalists are busy and appreciate headlines that give them an idea of the story at a glance.
For example:
- Local Bakery Introduces Gluten-Free Cake That Tastes Like the Real Thing
This headline is short, yet it clearly tells the journalist what the news is about: a local bakery offering something new and relevant to many readers.
2. Focus on What’s New or Unique
Journalists want to cover new, innovative, or unusual stories. Your headline should highlight what makes your announcement special. If your press release doesn’t present something new, it may not catch a journalist’s eye.
For example:
- First Solar-Powered Charging Station Opens in Downtown Chicago
This headline emphasizes the “first,” showing that the story is about something new and innovative.
3. Avoid Excessive Hype
Headlines filled with exaggeration or hype will turn journalists away. Press releases are meant to share news, not sell a product directly. Avoid words like “amazing” or “incredible” in your headline and stick to factual language.
For example:
- New App Helps Students Manage Homework Efficiently
This headline sticks to the facts, giving the journalist a clear idea of what the story is without sounding like a marketing ad.
4. Include Numbers and Data When Possible
Numbers and data make headlines more engaging and specific. If your press release is about growth, achievements, or survey results, include relevant figures in the headline to catch the journalist’s attention.
For example:
- Survey Reveals 60% of Teens Struggle With Time Management
By including a specific percentage, the headline provides an immediate sense of importance and relevance.
5. Use Action Words
Action words bring your headline to life and help it stand out. Use strong, active verbs to convey the main message and make the headline more dynamic. Passive language can make a headline feel flat and uninteresting.
For example:
- Nonprofit Launches Nationwide Campaign to Clean Beaches
This headline uses “launches” to create a sense of movement and urgency, giving the story more energy.
6. Tailor the Headline to Your Audience
Your press release should be written with your target audience in mind, and this includes the headline. Tailor your headline to the journalists you’re reaching out to. Local newspapers, trade magazines, and national outlets all have different focuses, so make sure your headline aligns with their interests.
For example, for a local news outlet:
- New Café Brings Artisan Coffee to Small-Town Main Street
For a tech-focused outlet:
- AI Startup Develops Tool to Detect Online Misinformation Faster
7. Be Clear, Not Clever
While clever headlines may work in some marketing materials, press releases need to be straightforward. Journalists need to quickly understand the main point of the release. Avoid puns or vague headlines that could confuse the reader.
For example:
- Community Health Fair to Offer Free Screenings and Flu Shots
This headline clearly communicates what the event is about, making it easy for a journalist to decide whether it’s worth covering.
8. Test Your Headline
Once you’ve written your headline, test it out. Read it aloud to see if it sounds natural and clear. You can also ask colleagues or friends for feedback to make sure it grabs attention without being confusing.
Crafting the perfect press release headline requires clarity, relevance, and a focus on the key news. By following these tips, you can create a headline that stands out to journalists and increases your chances of getting media coverage.