Crafting Crafty PR Headlines

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February 1st, 2010 by Susie

The headline can be one of the most difficult things about composing an online press release. For all intents and purposes, it is the face of your press release. It will be the first thing readers see and possibly the only thing they see if they can’t be bothered clicking into the release itself. It needs to convey everything about your press release at once. It also needs to be persuasive.

A lot of the usual tricks aren’t available for online press releases. Some attention grabbing headlines are ‘how to’ and ‘top ten’ headlines, but these aren’t usually suitable for an online PR. What you need is a headline that will match the content of your press release, but be able to sell it at the same time.

Although the general tricks for selling internet content may not work with an online press release, there are some old standbys that still apply. Numbers are very eye-catching, and should be used whenever possible. For example, a more eye-catching headline for this article would have been ’10 ways to improve your headlines’, had it included a list. If your release is about research, see what numbers you can squeeze out of it. Headlines like ‘Official: 58% of internet users are fat’ are more likely to be clicked on than ‘New research reveals obesity levels’.

It can be helpful to seek professional advice for press release composition. Talk to us at Click Consult when you’re looking to implement online press releases for your operations.

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