Think about the way you read articles. What is the first part you read? The headline (or title), of course.
When your eyes cruise across the bold letters in the title, your brain automatically starts to process whether or not you would even consider being interested in the text below. The title sets the entire mood and expectation for the reader, which is why it is the single, most important part of the press release.
Grab The Bull
Your title can do one of two things, either entice the journalist to continue on, click through and delve into your topic with reckless abandon, or it can push them away to read another article all together. Your headline must reach off of the paper or screen, grab them by the ears and shake them up enough until they want to know more.
If your headline fails to pique the media’s interest, the words you worked so diligently on can become merely a quick glance and nothing more. The headline of your press release does not need to be the exact headline the media would use, but instead, only one to make them want to read further into your article.
What’s Your Sign?
Your headline is basically your sign to the media world; it sticks out like a neon light on Route 66 and flags down passer-byes. People will either stop in for a visit, or keep on driving, depending on what your sign says and how well it stands out. If you want to think about the true effect of your headline, think about your own reading habits. Do you read every article when you are in a hurry, or do you just skim the headlines (and if it is interesting) skim the sub-headings?
Journalists and media outlets do the same thing because, believe it or not, they are human too. When you are pressed for time, your need to get through a large amount of data in a short period of time becomes the driving force behind your reading. Focus on your headline if you want more people to pay attention to the hard work you put into your release.
Looking for more information on how to write a news release the RIGHT way? Check out Press Release Success, which includes a source guide, templates and software to help you make the most of your press release.