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

Taking your ad and turning it into paragraph-style prose is not a press release ? chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know.

Any press release that reads too much like an ad will likely lead a media person to forward it to the advertising department.

For example, here's a headline that sounds too much like an ad:

"Financial Planner Chet Thompson Saved Families $600,000 On Estate Taxes Last Year"

This headline is attention-getting, but for the wrong reasons. It doesn't tell the media person anything other than that Chet Thompson is a good financial planner. This isn't news. But that same headline can easily be rewritten to sound more "newsy":

"Estate Planning Tips Saved Local Families More Than $600,000 Last Year"

This same information is now a headline that will grab a media person's attention. It suggests questions that their readers will be interested in: What tips?

Remember-you are never the news. News is information. As much as possible, keep ego tripping out of a press release and focus on the information that will help improve the lives of readers/listeners/viewers.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

In The News:

3 lessons learned from handling a pr crisis  Business MattersBusiness Matters
Just briefly  PR Week

Getting Traffic Through Publicity

If your reading this, you must be online and most... Read More

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

Media Relations: When Google Got Googled

Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

PRs Big Bang Theory

Lots of theories out there about public relations.Everything from "publicity's... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

Want This Kind of PR?

PR that really does something positive about the behaviors of... Read More

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More