In the previous post, I outlined the benefits of writing press releases: to get media attention, increase your search rankings, and build a powerful presence online and offline.
Today, I will share some of the important elements of a news release.
Extra! Extra! Concise, Compelling Headline Draws Readers In!
It all starts with your headline. You don’t necessarily have to write this first, but it’s how journalists and public relations professionals usually do.
There is a very good reason for this: it gives your release a focal point to start from. What your headline needs to do is to encapsulate your news release in one short sentence (like the “Extra! Extra!” headline of this article, for instance). It has to be short and to the point like the release itself and most importantly, relevant to the rest of the content.
Plus, you need to remember you have less than seven seconds to get a journalist’s attention, so you have to make sure your headline draws the reporter in, and makes them want to read more.
Think of your headline as a bit of a strip tease: you want to share enough to get the person want -and ask for- more.
News releases are also indexed by search engines just like web pages are and the title is often the only part of the release which shows up in search results. So make sure it has some relevant keywords in the headline.
I suggest concentrate at least 40% on your press release writing efforts on this one element. Remember to make it short, make it relevant, and make it compelling. After all, you only have a few words to work with here, so make them count!