How to Write Better Press Release Headlines

What’s the most important factor that determines whether your press release gets read by an editor or thrown away? It’s the headline. With editors and journalists receiving hundreds of press releases each day, they typically scan over the headlines to determine which ones seem interesting enough to read fully. With that in mind, your goal is to write a powerful headline that sucks cynical editors and journalists in, making them want to learn more about your story. This gives your press release the best chance of getting picked up, earning your company valuable coverage. Here are some tips to write better press release headlines. Strive for being clear rather than clever—Don’t write your headline to impress other writers by showing how “clever” you are. Editors are only concerned with trying to figure out what your story is about. Your press release headline should clearly reflect what’s covered in the body of your press release. Focus on answering as many of the who, what, when, where, why, and how questions in your headline as possible. Here’s a little test you can run to determine if your headline is clear enough or not. Send just the headline to several friends. Ask them to describe what they think the rest of the story is about. If they can’t make a decent guess, it’s probably time to rewrite your headline. Make sure the...

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