{"id":33286,"date":"2024-01-03T08:30:41","date_gmt":"2024-01-03T12:30:41","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=33286"},"modified":"2024-01-09T08:45:19","modified_gmt":"2024-01-09T12:45:19","slug":"press-release-headline","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2024\/01\/press-release-headline\/","title":{"rendered":"How to write a press release headline"},"content":{"rendered":"<h2>Because 57% of news audiences read little else<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32641\" data-permalink=\"https:\/\/www.wyliecomm.com\/?attachment_id=32641\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" data-orig-size=\"451,300\" 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=\"how-to-write-a-press-release-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;A story is a verb, not a noun&lt;\/strong&gt; Something should be happening here. Use dynamic verbs in press release headlines. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-wooden-clothes-pegs-178017113&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" alt=\"Press release headline\" title=\"Press release headline\" width=\"451\" height=\"300\" class=\"aligncenter size-full wp-image-32641 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32641\" data-permalink=\"https:\/\/www.wyliecomm.com\/?attachment_id=32641\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" data-orig-size=\"451,300\" 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=\"how-to-write-a-press-release-headlines\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;A story is a verb, not a noun&lt;\/strong&gt; Something should be happening here. Use dynamic verbs in press release headlines. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-wooden-clothes-pegs-178017113&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png\" alt=\"Press release headline\" title=\"Press release headline\" width=\"451\" height=\"300\" class=\"aligncenter size-full wp-image-32641\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/how-to-write-a-press-release-headlines-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><\/p>\n<p>Consider the numbers:<\/p>\n<ul>\n<li>Readers spend <strong>56% more time looking at headlines<\/strong> than at text, according to the Eyes on the News study by The Poynter Institute.<\/li>\n<li>Some <strong>57% read just the headlines<\/strong>, the headlines and a sentence or two or headlines and just one or two stories, according to a Harris Interactive poll.<\/li>\n<li>A catchy headline in the <strong>No. 1 way to get audience members to read<\/strong> your news, according to the Harris research.<\/li>\n<\/ul>\n<table class=\"pinktable\" style=\"background-color: #ffffff; width: 60%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"3\" style=\"text-align:center;\">\n<h3>How do you read the news \u2014 in print or online?<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:8%;\">&nbsp;<\/td>\n<td style=\"width:54%;\"><strong>Item<\/strong><\/td>\n<td style=\"width:8%;\"><strong>Total %<\/strong><\/td>\n<\/tr>\n<tr>\n<td><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33290\" data-permalink=\"https:\/\/www.wyliecomm.com\/journal-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" data-orig-size=\"104,104\" 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=\"journal-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33290 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small-100x100.png 100w\" data-sizes=\"(max-width: 52px) 100vw, 52px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 52px; --smush-placeholder-aspect-ratio: 52\/52;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33290\" data-permalink=\"https:\/\/www.wyliecomm.com\/journal-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" data-orig-size=\"104,104\" 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=\"journal-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33290\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/journal-small-100x100.png 100w\" sizes=\"(max-width: 52px) 100vw, 52px\" \/><\/noscript><\/td>\n<td>I normally just read the headlines, but maybe one or two stories in full<\/td>\n<td>34<\/td>\n<\/tr>\n<tr>\n<td><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33288\" data-permalink=\"https:\/\/www.wyliecomm.com\/checked-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" data-orig-size=\"104,104\" 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=\"checked-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33288 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small-100x100.png 100w\" data-sizes=\"(max-width: 52px) 100vw, 52px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 52px; --smush-placeholder-aspect-ratio: 52\/52;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33288\" data-permalink=\"https:\/\/www.wyliecomm.com\/checked-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" data-orig-size=\"104,104\" 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=\"checked-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33288\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/checked-small-100x100.png 100w\" sizes=\"(max-width: 52px) 100vw, 52px\" \/><\/noscript><\/td>\n<td>I skim the full article<\/td>\n<td>25<\/td>\n<\/tr>\n<tr>\n<td><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33291\" data-permalink=\"https:\/\/www.wyliecomm.com\/reading-book-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" data-orig-size=\"104,104\" 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=\"reading-book-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33291 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small-100x100.png 100w\" data-sizes=\"(max-width: 52px) 100vw, 52px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 52px; --smush-placeholder-aspect-ratio: 52\/52;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33291\" data-permalink=\"https:\/\/www.wyliecomm.com\/reading-book-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" data-orig-size=\"104,104\" 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=\"reading-book-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33291\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/reading-book-small-100x100.png 100w\" sizes=\"(max-width: 52px) 100vw, 52px\" \/><\/noscript><\/td>\n<td>I read every word in the article<\/td>\n<td>19<\/td>\n<\/tr>\n<tr>\n<td><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33289\" data-permalink=\"https:\/\/www.wyliecomm.com\/job-application-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" data-orig-size=\"104,104\" 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=\"job-application-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33289 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small-100x100.png 100w\" data-sizes=\"(max-width: 52px) 100vw, 52px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 52px; --smush-placeholder-aspect-ratio: 52\/52;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33289\" data-permalink=\"https:\/\/www.wyliecomm.com\/job-application-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" data-orig-size=\"104,104\" 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=\"job-application-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33289\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/job-application-small-100x100.png 100w\" sizes=\"(max-width: 52px) 100vw, 52px\" \/><\/noscript><\/td>\n<td>I normally will read the headlines and a few sentences into most stories<\/td>\n<td>15<\/td>\n<\/tr>\n<tr>\n<td><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33292\" data-permalink=\"https:\/\/www.wyliecomm.com\/top-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" data-orig-size=\"104,104\" 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=\"top-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33292 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small-100x100.png 100w\" data-sizes=\"(max-width: 52px) 100vw, 52px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 52px; --smush-placeholder-aspect-ratio: 52\/52;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"33292\" data-permalink=\"https:\/\/www.wyliecomm.com\/top-small\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" data-orig-size=\"104,104\" 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=\"top-small\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png\" alt=\"Address the Envelope\" title=\"Address the Envelope\" width=\"52\" height=\"52\" class=\"aligncenter size-full wp-image-33292\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small.png 104w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/01\/top-small-100x100.png 100w\" sizes=\"(max-width: 52px) 100vw, 52px\" \/><\/noscript><\/td>\n<td><span style=\"font-weight: 400;\">I normally read just the headlines<\/span><\/td>\n<td><span style=\"font-weight: 400;\">8<\/span><\/td>\n<\/tr>\n<tr>\n<td colspan=\"3\" style=\"text-align:center;\">Source: Harris Interactive Poll<br \/>\nNote: Responses may not add up to 100% due to rounding<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>That means the best way for you to get the word out in your <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/public-relations-writing\/\">press release<\/a> is through your headline. And, if you don\u2019t get attention by <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\">writing a great headline<\/a>, your audience may never read the rest of the press release.<\/p>\n<p>So how do you do that? Here are 7 steps for writing great press release headlines:<\/p>\n<h3>1. Focus on your readers.<\/h3>\n<p>Too many communicators (and, let\u2019s be honest, their reviewers) believe that the company or its product or service is the topic of the release. But the real topic is the reader or what the reader can do.<\/p>\n<p>Just listen to what journalists say:<\/p>\n<ul>\n<li><strong>Journalists\u2019 biggest pet peeve<\/strong>: releases that aren\u2019t relevant \u2028to the target audience. \u2014 Greentarget survey of journalists<\/li>\n<li>\u201cThe <em>St. Louis Post-Dispatch<\/em> did a study in which interviewers <strong>asked readers who or what was most important to them<\/strong>. Their answer was surprising. \u2028Many did not say their families, children or God. Instead, their answer was: \u2018Me.\u2019\u201d \u2014 Dick Weiss, <em>St. Louis Post-Dispatch<\/em><\/li>\n<li>\u201cThere\u2019s nothing wrong with a story about a new product. But <strong>readers want to know, \u2018How am I going to use it?\u2019<\/strong> I\u2019m not interested in \u2018new and improved.\u2019\u201d \u200b\u200b\u2014 Stephany Romanow-Garcia, \u2028senior process editor, <em>Hydrocarbon Processing<\/em><\/li>\n<li>When asked how to get a release covered by <em>Forbes<\/em>, Bruce Upbin, senior editor at <em>Forbes<\/em>, replied, \u201cPresent the key element that <strong>explains how your story can benefit Forbes readers<\/strong>.\u201d<\/li>\n<li>\u201cWhat I really like about a release is <strong>when it scratches my reader\u2019s itch and not your client\u2019s itch<\/strong>.\u201d \u2014\u00a0a trade journal editor quoted in PRSA\u2019s <em>Tactics<\/em><\/li>\n<\/ul>\n<p>Despite all of this, \u201cOrganizations write press releases for themselves, not for readers,\u201d writes frustrated PR pro.<\/p>\n<p>Well, not all organizations. While I still see \u201cXYZ Company announces ABC\u201d as the headline in Everybody\u2019sNewsroom.com, at a much higher level, PR pros are using what I call Selfish Altruism. That is, they\u2019re writing about the end user, not themselves. And in doing so, they are getting more coverage, engagement and bottom-line business results for their releases.<\/p>\n<p>Who are those folks? PRSA Silver Anvil Award-winners.These pros earn top national awards for campaigns that earn their organizations money, get laws passed and otherwise change behavior. Not for clicks, clips and comments \u2014 but for bottom-line business results.<\/p>\n<p>So why not steal best practices from the top-performing P.R. campaigns in the country? Here\u2019s what I see at that highest echelon of press releases:<\/p>\n<h5>Blood cancer patients and advocates visit Capitol Hill to inspire continued support for Be the Match<\/h5>\n<h6>July 18 Legislative Day event aimed at delivering more cures to patients in need<\/h6>\n<h5>10 million taxpayers face an estimated tax penalty each year<\/h5>\n<h6>Act now to reduce or avoid it for 20xx; new webpage can help<\/h6>\n<h5>Parents and teen drivers dangerously disconnected<\/h5>\n<h6>New State Farm survey reveals an alarming gap between parents\u2019 and teens views on driver safety licensing laws<\/h6>\n<p>Take a tip from these Silver Anvil Award winners: Write headlines that focus on what your audience members can do with your product \u2014 not on the product launch itself. That\u2019s the way to get great media coverage and great KPIs.<\/p>\n<p>(Note: A laser focus on the reader also helps you get results in social media and other digital marketing efforts, as well.)<\/p>\n<h3>2. Choose better verbs.<\/h3>\n<p>When it comes to headlines, The New York Times\u2019 leap into action: People, places and things <em>arrest, attack, confront, explode, fight, grow, spread, struggle<\/em> and <em>work<\/em>.<\/p>\n<h5>\u201cA story is a verb, not a noun.\u201d Something should be happening here.<\/h5>\n<h6>\u2014 Byron Dobell, former editor of <em>Esquire<\/em><\/h6>\n<p>News release headlines, on the other hand, are far less active. There, organizations tend to <em>announce, launch, introduce<\/em> and <em>report<\/em>.<\/p>\n<p>\u201cA story is a verb, not a noun,\u201d writes Byron Dobell, former editor of <em>Esquire<\/em>. Something should be happening here.<\/p>\n<p>If the verb is the story, then release headlines tell the same story over and over again. And it\u2019s not a very compelling tale.<\/p>\n<p>To write an attention-grabbing news release headline:<\/p>\n<p><strong>Avoid PR verbs<\/strong>. The verbs we use most often in press releases are weak and boring. According to a Schwartz MSL analysis of 16,000 releases on Business Wire, the verbs used most often in releases are:<\/p>\n<ul>\n<li><strong>Announces<\/strong>: 13.7% of the time<\/li>\n<li><strong>Launches<\/strong>: 2.4%<\/li>\n<li><strong>Partners<\/strong>: 1.8%<\/li>\n<\/ul>\n<p>What? No <em>introduces<\/em>?<\/p>\n<p>Why say:<\/p>\n<h5 class=\"standalone\">XYZ LLP <strong><em>Announces<\/em><\/strong> Investigation of Resonant, Inc.<\/h5>\n<p>When you could say, more clearly and with fewer words:<\/p>\n<h5 class=\"standalone\">XYZ LLP <strong><em>Investigates<\/em><\/strong> Resonant, Inc.<\/h5>\n<p>Compare those to the athletic verbs in headlines that top news stories in the media outlets we wish to find ourselves in. Here, for instance, are two <em>Wall Street Journal<\/em> heads:<\/p>\n<h5 class=\"standalone\">Stocks <strong><em>Roar<\/em><\/strong> Back Late in Day<\/h5>\n<h5 class=\"standalone\">Medicare Flip-Flop <strong><em>Roils<\/em><\/strong> Elderly<\/h5>\n<p><strong>Don\u2019t commit verbicide<\/strong>. These headlines got passed through the de-verb-o-rizer a few times:<\/p>\n<h5 class=\"standalone\">Carbon Capture, Utilization &amp; Storage Technologies<\/h5>\n<h5 class=\"standalone\">Global Markets and Technologies for Medical Lasers<\/h5>\n<h5 class=\"standalone\">Drug Discovery Technologies, BCC Research<\/h5>\n<p>In fact, one in 10 of the PRNewswire news release headlines we reviewed were label heads. You can do better: Don\u2019t let your verb go missing in action.<\/p>\n<p><strong>And &#8230; <\/strong>Write in the active voice, present tense.<\/p>\n<h3>3. Focus on the front.<\/h3>\n<p>At this point, Google is sophisticated enough to know what your headline is about even if your keyword is not at the front of your headline.<\/p>\n<p>Humans are less sophisticated. We tend to look at just the first couple of words of headlines in lists, like search engine results pages, wire services and your own newsroom.<\/p>\n<p>So focus on the front. Don\u2019t bury your story in a headline like this:<\/p>\n<h5 class=\"standalone\">ROSEN, A LEADING, LONGSTANDING, AND TOP RANKED FIRM, Reminds Kandi Technologies Group, Inc. Investors of Important Deadline in Securities Class Action \u2013 KNDI<\/h5>\n<p>Instead, uncover your story by putting the topic up front, as Natural Resources Conservation Service does in this Silver Anvil Award-winning release:<\/p>\n<h5 class=\"standalone\">Cover crop mixes \u2014 they just work better<\/h5>\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>Skip the varnish. One of my clients actually included this at the beginning of a news release headline:<\/p>\n<h5 class=\"standalone\">In a move that sets the next industry milestone and reinforces its leadership position \u2026<\/h5>\n<p>Your news headline should sound journalistic, not like marketing hype.<\/p>\n<h3>5. Think SEO.<\/h3>\n<p>At Wylie Communications, we use a tool called SEMRush to help us find the best search terms. Then we use SEMRush\u2019s SEO Writing Assistant for Google docs for headline writing help. It includes information like character and word length.<\/p>\n<h3>6. Keep it short.<\/h3>\n<p>Here\u2019s what a <em>New York Times<\/em> headlines looks like:<\/p>\n<h5 class=\"standalone\">Once Again, the Earth Is Being Wrung Dry<\/h5>\n<p>Here\u2019s what a press release headline looks like:<\/p>\n<h5 class=\"standalone\">LIFE TIME FITNESS SHAREHOLDER ALERT: Faruqi &amp; Faruqi, LLP Announces the Investigation of Life Time Fitness, Inc. Over the Proposed Sale of the Company to Leonard Green &amp; Partners and TPG Capital \u2014 LTM<\/h5>\n<p>At 33 words, that\u2019s a paragraph, people!<\/p>\n<p>We recently analyzed 100 headlines from PR Newswire and compared them to 100 headlines from a recent issue of <em>The New York Times<\/em>. (We skipped the sports pages.) Here\u2019s what we found:<\/p>\n<ul>\n<li><strong>Average headline length<\/strong>. <em>Times<\/em>: 8.6 words. PR Newswire: 11.2 \u2014 37% longer than the newspaper of record in the United States.<\/li>\n<li><strong>Median headlines length<\/strong>. <em>Times<\/em>: 9 words. PR Newswire: 11 \u2014 22% longer.<\/li>\n<li><strong>Longest headline<\/strong>. <em>Times<\/em>: 14 words. PR Newswire: 33 \u2014 136% longer.<\/li>\n<li><strong>Shortest headline<\/strong>. <em>Times<\/em>: 4 words. PR Newswire: 4. These are too short for good search engine optimization. Google prefers headlines of 5 words or longer.<\/li>\n<\/ul>\n<p>I recently worked with a PR firm whose headlines were 21% longer than the combined average of three of its top targeted media vehicles.<\/p>\n<p>Hey, PR pros: Would you like to see your story in <em>The New York Times<\/em>? Then why not write like the <em>Times<\/em>?<\/p>\n<p>Bottom line: Keep your headlines to five to eight words \u2014 25 to 40 characters.<\/p>\n<p>How are we doing? According to the Schwartz MSL analysis of 16,000 news releases:<\/p>\n<ul>\n<li><strong>The average headline was 120 characters<\/strong> \u2014 three times as long as recommended.<\/li>\n<li><strong>79% were longer than 65 characters<\/strong> \u2014 63% longer than recommended.<\/li>\n<li><strong>2% were longer than 300 characters<\/strong>. That, Friends, is a long paragraph!<\/li>\n<li><strong>The longest was 2,141 characters<\/strong>. That\u2019s more than twice as many words as the average journalist reads in an entire release, according to Greentarget research.<\/li>\n<\/ul>\n<p>Are you including too much information in the headline?<\/p>\n<h3>7. Don\u2019t drop the deck.<\/h3>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/double-deck-headline\/\">The deck \u2014 the one-sentence summary under the headline<\/a> \u2014 is one of the best-read elements on a page, according to the Eyetrack III study by The Poynter Institute.<\/p>\n<p>Double your headline power: Make sure your press release template includes this key element.<\/p>\n<p>Here, for example, is a headline and deck from a Be the Match Silver Anvil Award-winning campaign:<\/p>\n<h5>Blood cancer patients and advocates visit Capitol Hill to inspire continued support for Be the Match<\/h5>\n<h6>July 18 Legislative Day event aimed at delivering more cures to patients in need<\/h6>\n<p>The deck can be a great way to make sure you cover only a single subject in your headline.<\/p>\n<p>Here\u2019s a quick test to run on your headline: Count its commas, semicolons, dashes and other punctuation. The total should usually be zero.<\/p>\n<p>More than that? 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 the deck.<\/p>\n<h3>Write good press release headlines<\/h3>\n<p>Ready to write? Here\u2019s a quick checklist to run on your headline:<\/p>\n<ul>\n  \t<input type=\"checkbox\" id=\"reader\" name=\"reader\" value=\"list1\"> <label for=\"reader\"><strong>Do you focus on the reader?<\/strong> Are the first couple of words about the end user \u2014 or about your organization and its new whatsit?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"verb\" name=\"verb\" value=\"list2\"> <label for=\"verb\"><strong>How strong is your verb?<\/strong> Are you writing <em>roils<\/em> and <em>flip-flops<\/em>? Or <em>introduces<\/em> and <em>announces<\/em>?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"front\" name=\"front\" value=\"list3\"> <label for=\"front\"><strong>Did you focus on the front?<\/strong> What will people skimming your headline on a list learn about your topic in the first two words?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"hype\" name=\"hype\" value=\"list4\"> <label for=\"hype\"><strong>Is it factual and free of hype?<\/strong> Did you skip the varnish?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"google\" name=\"google\" value=\"list5\"> <label for=\"google\"><strong>Will Google be able to find it?<\/strong> Did you use online tools to make sure it\u2019s optimized for search engines?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"short\" name=\"short\" value=\"list6\"> <label for=\"short\"><strong>Is it short?<\/strong> Five to eight words \u2014 no more than 40 characters?<\/label><br \/>\n\t<input type=\"checkbox\" id=\"deck\" name=\"deck\" value=\"list7\"> <label for=\"deck\"><strong>Did you include a deck?<\/strong> Or did you drop the one-sentence summary under the headline that may be the best-read element on your page?<\/label>\n<\/ul>\n<p>If so, it\u2019s time to press <em>Send<\/em>.<\/p>\n<h3>Keep building your skills<\/h3>\n<p>Check out these resources for improving your press releases and headlines:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\"><strong>How to write a good headline<\/strong><\/a>: Make the most of the first element readers see<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2024\/01\/marketing-headline\/\"><strong>How to write a marketing headline<\/strong><\/a>: 9 ways to draw readers in, move them to act<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/public-relations-writing\/\"><strong>Get the word out with PR writing<\/strong><\/a>: Reach journalists, bloggers and readers<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/\"><strong>Polish your skills with writing workshops<\/strong><\/a>: Learn headline writing, PR &amp; more<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\" id=\"rur\" target=\"_blank\" rel=\"noopener\"><strong>Get better every day<\/strong><\/a>: Join our members-only training and coaching site<\/li>\n<\/ul>\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\" 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else<\/p>\n","protected":false},"author":6,"featured_media":32641,"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":[],"class_list":{"0":"post-33286","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"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 a press release headline<\/title>\n<meta name=\"description\" content=\"Because 57% of news audiences read little else\" \/>\n<meta name=\"robots\" content=\"index, follow, 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Use dynamic verbs in press release headlines. 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