Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a real challenge.

When writing press releases the most important part is the headline or title.

This is the information the media reads first so it has to grab their attention.

How can you write better press releases that get used instead of deleted?

Well the headline is essential when writing press releases.

Take this real life example of public relations writing.

"Triple Bottom-line Community Net Benefit Decision Time for Sustainable Economic Development Decisions Needed Says Economist"

This is an actual headline on a media release from MacroPlan Australia published in The Australian newspaper's Media Section on Nov 13, 2003.

Would you want to read more if you got this on your fax machine or email inbox? How can you write better headlines and improve the likelihood of your media release making the cut?

Writing a good title for a media release is essential for effective public relations writing. Here are my Top 9 Tips for Writing Better Headlines:

1. KEEP IT TO ONE LINE.

More than one line and you are likely to lose a busy journalist who would receive hundreds of media releases a day.

2. EDIT FOR BREVITY.

You probably won't achieve point one on the first go. Rewrite and edit every time. Remember with headlines that 'less is more'; so keep it to five words or less.

3. DON'T TRY AND BE TOO SMART.

Writing headlines for the print medium is a real art form. Leave it to the professionals, namely, newspaper sub-editors. Remember that newspaper headlines have to sell papers, your headline has to engage one reader - a cynical journalist or editor with a 'so what, who cares' attitude.

4. WHAT IS THE ESSENCE OF THE STORY?

The headline should summarise the story and answer the who, what, why, when and where.

5. USE A BIGGER FONT SIZE THAN THE REST OF THE RELEASE.

Don't go smaller than size 12 for the main body of the text and use size 14 or 16 font or bigger for your headline or title.

6. USE THE SAME FONT STYLE AS YOUR TEXT.

Never change font styles in a release. Times New Roman is the most accepted and professional.

7. USE BOLD TO MAKE IT STAND OUT.

8. CENTRE IT IN THE MIDDLE OF THE PAGE.

9. ALWAYS SPELL CHECK AND DOUBLE CHECK FOR TYPOS.

Nothing harms your credibility more than a typo in the headline!

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.

In The News:

PR Newswire - Start of Day  Yahoo Finance UK
PR Council looks at 'final' 2021 budget  Park Rapids Enterprise
PR Strategies For High Profile Litigations  Live Law - Indian Legal News

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Media Training: How To Speak During a Media Interview

WHITE NOISEA client recently told me about a fascinating new... Read More

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those... Read More

Mind Your Own Business!

And the best way to mind your own business is... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

How to Use Community Relations to Grow Your Business

Community relations is one of those marketing strategies that isn't... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More