{"id":26177,"date":"2023-09-19T12:29:02","date_gmt":"2023-09-19T16:29:02","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26177"},"modified":"2024-01-17T10:53:52","modified_gmt":"2024-01-17T14:53:52","slug":"good-press-release-headlines","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/09\/good-press-release-headlines\/","title":{"rendered":"How to write good press release headlines"},"content":{"rendered":"<h2>7 ways to polish your traditional heads<\/h2>\n<p>Here\u2019s a quick tip for making more of your news headlines: Make sure you\u2019re telling the story and not just telling <em><strong>about<\/strong><\/em> the story.<\/p>\n<figure id=\"attachment_32591\" aria-describedby=\"caption-attachment-32591\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32591\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/good-press-release-headlines\/good-press-release-headlines-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-press-release-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Break the news&lt;\/strong&gt; Tell the story, don\u2019t tell about the story in your news head.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" alt=\"Good press release headlines\" title=\"Good press release headlines\" width=\"450\" height=\"300\" class=\"size-full wp-image-32591 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32591\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/good-press-release-headlines\/good-press-release-headlines-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-press-release-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Break the news&lt;\/strong&gt; Tell the story, don\u2019t tell about the story in your news head.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png\" alt=\"Good press release headlines\" title=\"Good press release headlines\" width=\"450\" height=\"300\" class=\"size-full wp-image-32591\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/good-press-release-headlines-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32591\" class=\"wp-caption-text\"><strong>Break the news<\/strong> Tell the story, don\u2019t tell about the story in your news head.<\/figcaption><\/figure>\n<p>Your news headline should communicate the gist of your news story. That way, readers can understand your point, even if they don\u2019t read the body copy.<\/p>\n<p>Instead of telling about the story:<\/p>\n<h5 class=\"standalone\">Moves and milestones<\/h5>\n<p>Tell the story:<\/p>\n<h5 class=\"standalone\">Phil Smith named product manager, Program Development<\/h5>\n<p>Instead of telling about the story:<\/p>\n<h5 class=\"standalone\">Success stories<\/h5>\n<p>Tell the story:<\/p>\n<h5 class=\"standalone\">E-commerce group sells out at Eurocomm trade show<\/h5>\n<p>Instead of telling about the story:<\/p>\n<h5 class=\"standalone\">Benefits changes announced<\/h5>\n<p>Tell the story:<\/p>\n<h5 class=\"standalone\">Hallmark doubles profit-sharing contribution<\/h5>\n<p>Instead of telling about the story:<\/p>\n<h5 class=\"standalone\">New survey tracks industry trends<\/h5>\n<p>Tell the story:<\/p>\n<h5 class=\"standalone\">More communicators measuring ROI, survey says<\/h5>\n<p>To write a catchy headline, communicate the important parts of the story.<\/p>\n<p>Want to write great headlines that attract attention and get your target audience to read the article or blog post? Here are seven more steps for writing news headlines:<\/p>\n<h3>1. Make sure it\u2019s news.<\/h3>\n<p>If your story covers breaking information, a news head may be your best bet. If you\u2019re just getting around to confirming information that your readers got six weeks ago, you need a different approach.<\/p>\n<p>Don\u2019t get me started on editors who try to pass off second-day (or second-month) information as news. Just leave it at this: If you\u2019re in the business of \u201cannouncing\u201d ancient information, you\u2019ll soon convince readers that the folks in communications are the last to get the word about your organization\u2019s updates.<\/p>\n<h3>2. Answer the question, \u201cWhat happened?\u201d<\/h3>\n<p>That, after all, is the point of a news headline.<\/p>\n<h3>3. Make a single point.<\/h3>\n<p>Here\u2019s a quick test to run on your headline: Count its commas, semicolons, dashes and other punctuation. That punctuation can be a clue that you\u2019re trying to cover too many ideas in your headline.<\/p>\n<p>Tempted to write headlines like these?<\/p>\n<h5 class=\"standalone\">Copper Wire Theft Rising in XYZ Service Territory; Thefts Pose a Safety, Reliability Threat<\/h5>\n<h5 class=\"standalone\">XYZ Company Plans Expansion of its Texas Eastern System; Shippers Sign Long-Term Transportation Contracts to Serve Northeast Markets<\/h5>\n<h5 class=\"standalone\">New California law bans home disposal of cell phones and common batteries; residents can drop off cell phones and dead batteries at XYZ Company stores<\/h5>\n<p>Move everything after the semicolon into <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/double-deck-headline\/\">the deck, aka the one-sentence summary under the headline<\/a>.<\/p>\n<h3>4. Make it factual and free of hype.<\/h3>\n<p>On my desk is a <em>New Yorker<\/em> cartoon where a CEO is talking to his PR executive. \u201cHere it is, the plain, unvarnished truth,\u201d the CEO says. \u201cVarnish it.\u201d<\/p>\n<p><a href=\"https:\/\/revvingupreadership.com\/2023\/04\/hyperbole-in-writing\/\" rel=\"noopener\" target=\"_blank\">Skip the varnish<\/a>. Cut phrases that sound anything like these:<\/p>\n<h5 class=\"standalone\">Expands leadership<\/h5>\n<h5 class=\"standalone\">Sets major milestone<\/h5>\n<h5 class=\"standalone\">In a move that sets the next industry milestone and reinforces its leadership position \u2026\u00a0<\/h5>\n<p>Your news headline should sound journalistic, not like marketing hype.<\/p>\n<h3>5. Use dynamic verbs.<\/h3>\n<p>A story is a verb, not a noun, as one of the former editors of <em>The New York Times<\/em> says. That means the verb is the story. So forget lame verbs like launches, introduces and announces.<\/p>\n<p>And for gosh sakes, don\u2019t leave the verb out altogether. <a href=\"https:\/\/www.wyliecomm.com\/2021\/04\/avoid-writing-label-headlines\/\">Label headlines<\/a> are the No. 1 problem I see when reviewing corporate headlines to customize my in-house writing workshops.<\/p>\n<p>Subject, verb, object is the best sentence structure for good headlines. And use present tense, active voice.<\/p>\n<h3>6. Keep it short.<\/h3>\n<p>Keep your news head to eight words max. That\u2019s the number people can understand at a glance, according to research by The American Press Institute.<\/p>\n<p>This effective headline, for instance, tells the story in just six words, plus a 13-word deck:<\/p>\n<h5>IRS Introduces New, Paperless Tax Filing<\/h5>\n<h6>TeleFile allows taxpayers to file by phone \u2014 in as little as 10 minutes<\/h6>\n<p>At 16 words, this one\u2019s harder to process:<\/p>\n<h5 class=\"standalone\">XYZ Company Donates $80,000 to The Nature Conservancy for Shareholders Choosing Paperless Delivery of Annual Report<\/h5>\n<p>Want to make this headline work? Move some of the headline into the deck. That\u2019s what that second level of headline is for.<\/p>\n<h3>7. Use consistent capitalization.<\/h3>\n<p>Choose either sentence-structure capitalization or title capitalization. Which style is best for your organization?<\/p>\n<ul>\n<li><strong>Is your organization more informal<\/strong>, like <em>USA Today<\/em>? It uses sentence-structure capitalization, capitalizing only proper nouns.<\/li>\n<li><strong>Or Are You More Formal<\/strong>, like <em>The New York Times<\/em>? It Capitalizes Every Word.<\/li>\n<\/ul>\n<p>Whichever you choose, stick with it. Keep your headline style consistent.<\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/\">Learn about search engine optimization for headlines<\/a>.<\/p>\n<div id='MMC-Headlines' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-79\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><div>\r\n<div style=\"float:left; width:30%;\"><a title=\"Headline-writing course, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/headline-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/headline-writing-training-mmc.png\" alt=\"Headline-writing course, a mini master class\" title=\"Headline-writing course, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/headline-writing-training-mmc.png\" alt=\"Headline-writing course, a mini master class\" title=\"Headline-writing course, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><\/div>\r\n\r\n<div style=\"float:right; width:60%;\">\r\n<h3>Grab readers with great headlines<\/h3>\r\n<p>By the time you\u2019ve written your headline, said ad man David Ogilvy, you\u2019ve spent 80 cents of your communication dollar.<\/p>\r\n<p>Indeed, many times more people will read your headline than your body copy. Are you getting 80% of your ROI out of your headline?<\/p>\r\n<p>Learn how to use the most important line in your message at our <a title=\"Headline-writing course, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/headline-writing-course\/\" target=\"\" rel=\"noopener\"><strong>headline-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/headline-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/on-demand-training\/headline-writing-course\/upgrade-for-headline-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div>\r\n<\/div><\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>7 ways to polish your traditional heads<\/p>\n","protected":false},"author":6,"featured_media":32591,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88],"tags":[12972,12971],"class_list":{"0":"post-26177","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-milestone","9":"tag-news-headlines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write good press release headlines<\/title>\n<meta name=\"description\" content=\"Break the news: Tell the story, don\u2019t 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