How to write a killer headline for your press release

Trying to get your press release picked up by journalists? Don’t let a lacklustre headline ruin your chances…

Your organisation has news to share (great). 🗞️

You or your bosses want to generate traction (good idea). 👏

You’ve been tasked with writing the press release (eek!). 😬

After a few hours of pen-chewing and paper-scrunching, it should be possible to craft a balanced, engaging and well-structured press release that is tailor-made for your target audience. However, there’s still a risk you’ll end up tying yourself in knots over the headline. After all, it’s the first thing journalists will notice, right?

Don’t worry! We’ve all been there. And let me take a second to reassure you – you’re right to dedicate extra time and attention to the headline, even though it’s a relatively small piece of the bigger picture. In an ideal world, recipients would read your release from beginning to end, but most journalists are working towards strict deadlines, meaning they may be forced to make a snap decision long before they reach your boilerplate. 

Like it or not, first impressions count. So, what does it take to write a killer headline for your press release? Here are #TeamDuck’s top tips.

Clarify
This may sound obvious, but the primary purpose of a headline is to signpost what your release is about. It needs to get to the point, leaving no room for misinterpretation.

Of course, after writing hundreds of words and poring over every minute detail, your brain is probably overflowing with proof points, contextual details and core messaging. If this feels like an accurate description of your current headspace, now may be a good time to step away from your laptop and make yourself a hot drink.

Once you’ve had a breather, try to articulate the news you originally set out to share and write it down in a single sentence. The resultant line is not only the essence of your news story but also the germ from which your killer headline will eventually sprout.

Simplify
In a world of seemingly endless content and ever-growing time pressures, many of us spend our days continually assessing whether or not to engage with media. As such, a convoluted headline packed with buzzwords is modern shorthand for: “Not worth my time.” Since your goal is to make your chosen media outlet(s) sit up and take notice, you’ll want to communicate your news as concisely as possible. Hopefully, doing so will eliminate the risk of a ‘TL; DR’ response.

If you followed step one, you should already have a line that sums up your news with clarity. Your next priority is simplicity. Check that your headline is understandable, even to readers who have never heard of your organisation, its products or its services.

It’s now time to play around – can you condense the crux of your message? Write several versions, repeat them aloud and ask yourself whether you’d be inclined to read your own press release. Remember, a killer headline should contain enough information to set the scene while leaving your audience wanting to learn more.

Amplify
By now, you should have a headline that’s short, sweet and entirely unambiguous. So, why not indulge yourself with one or two flourishes? Perhaps you have room to squeeze in the name of your company, a product or service, or even an adjective. Just be careful not to overstep the mark.

“Hotel opens in London”, for example, is about as pared-back as it gets when it comes to top-line descriptions, but I’d wager that this no-frills approach would achieve a better open rate than “Ground-breaking boutique auberge delivers bespoke experiences to patrons in UK capital”. Nine times out of ten, writing a killer headline is about knowing where to draw the line between bland and vomit-inducing. If in doubt, remember that most people would rather be bored than sick.

Ultimately, the perfect headline needs to be direct and to the point, leaving no room for misunderstanding or misinterpretation. It should also be as attention-grabbing as possible. Focus on the most compelling, newsworthy aspect of your story, use the active voice, test different iterations with colleagues and contacts, and make sure what you’re writing is accurate. Aim for ten to 12 words – or 70 to 100 characters – and you should be well on your way to headline-writing success. 

If this is all new to you, check out Your Guide to Writing the Perfect Press Release, a free-to-download resource from Chatty Duck Creative that covers all the fundamentals, from the ideal structure to common mistakes that should be avoided at all costs.

If all else fails, feel free to book a discovery call with a member of our team, and we’ll write a killer headline (and the accompanying press release) for you.

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