Writing an effective headline for new stories is an essential skill for PR and marketing professionals. We know journalists get inundated with press releases daily, so catching their eye from a packed inbox can be more difficult than finding Wally of ‘Where’s Wally’ fame. But keep your red and white bobble hats on, there’s no need to panic, as we’ve got some handy headline tips to help get your voice heard amidst an extremely noisy media landscape:
Show a sense of urgency
Use an active voice to convey your message with urgency and directness. This is more effective than using a passive tone (that distances the subject from the verb), which can seem distant and vague. Opting for active phrases will engage readers and prompt them to delve deeper into your press release.
Deploy a stat attack
Incorporating notable statistics or figures into your headline will instantly capture attention. Think along the lines of “company profits grow 300% in two months,” or “local brewery sells 2,000,000 beers in a day.” Those big numbers are juicy appetisers for the main news story on the menu. Plus, having quantifiable data also provides credibility to the information being presented.
Use punctuation for emphasis!
Punctuation in headlines can perform many functions: visual, rhetorical, dramatic and syntactic. Used strategically, it can add a touch of style and flair – as well as shorten phrases and ideas that go on for way too long making them not at all concise to read just because there are way too many darn words… (See what I did there?) Experimenting with the likes of colons, commas, and dashes can also create anticipation and improve readability.
Choose your words wisely
If you think about the subject line of an email, there aren’t many words that fit in there before running out of space. Given these constraints, it’s wise to choose words carefully, while still conveying a sense of purpose and confidence. Opt for strong, evocative language (such as “launches” or “unveils”) and impactful superlatives (like “award-winning” or “industry-leading”) to make a lasting impression.
Keep it brief
Try to keep your headline concise, ideally within 50 to 60 characters, so it gets to the crux of the matter quickly. It also makes it easier to share on social media platforms, which is vital if you’re trying to tell your news to as wide an audience as possible. Indeed, a streamlined headline not only maximises visibility but also encourages engagement and sharing.
Add a touch of intrigue
If your headline sparks curiosity and intrigue, it has done its job successfully. Using adjectives like “essential”, “stunning”, “unprecedented” and “mindblowing” will help to serve the unique or groundbreaking nature of an announcement, while enticing readers in to find out more. Just make sure that the actual content of your story supports any statements made by the headline – otherwise, your stories may be dismissed and blacklisted as clickbait.
Prior to sending out any press release, it pays to spend some time crafting a compelling headline. A well-written title not only enhances visibility in crowded inboxes, but also aids sharing across social channels, amplifying the reach and impact of your news.
The headline is the key to unlocking the attention of journalists and readers, who will then ensure your story gets the recognition it deserves.
