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The headline is the first thing that will be read from any press release. Therefore, the headline has a huge impact on the success of the press release. That is why you need to understand the art of writing a press release headline.
The headline must be accurate based on the content of the press release and also eye-catching enough to grab the attention of the journalist and the audience. An interesting headline will convince the journalist that your press release is newsworthy.
The reason it is called “art” is because you have to pour your heart out when writing every part of the press release, including the headline. This will help you write an attractive and strong headline. This kind of headline will encourage the audience to invest their time in reading the story. Otherwise, they will go elsewhere.
As well as grabbing the audience’s attention, an attractive headline can also force them to interpret the press release the way you want them to. Another reason why the headline is important is that it is what will be seen when uploaded to social media.
These are some elements that can encourage the audience to read your press release:
Headlines that are too long can tire readers and discourage them from reading your release. An effective press release headline is usually no longer than 70 characters. Make sure it is short, eye-catching and straightforward.
The aim is to attract your audience and encourage them to read your release. Therefore, you need to use short and potential words in your headline that can convey the main message.
A relevant press release headline published at the right time will be more persuasive to your audience.
If you are writing a press release in the form of a listicle, use the number in your press release headline. This way, journalists and audiences will be more intrigued to read your release.
Active voice is much better than passive voice because you can use it to create a tone of immediacy that encourages the audience to continue reading.
It will be much more compelling if you embed a good and relevant cover to the headline of the press release. This will also be seen when uploaded to social media and can attract a wider audience.
Here are some tips to help you develop a more engaging and compelling headline:
First of all, you need to consider the audience you are writing for. If they are professionals, you can lengthen your vocabulary and use a complex ideology.
But if your audience is a general public, avoid using complex words. Otherwise they will be overwhelmed and lose interest in your release. In short, adapt your headline according to the condition of your target audience.
Press releases are all about storytelling. So before you create the headline, write the whole story first so that you fully understand the whole story. This understanding will help you create a great and relevant headline with ease.
Focus on the most important aspects of your release and emphasise them in your headline.
Try to find out what your audience’s problem is and what they might want to know. Then include the answer or solution in the headline. This will attract them to read your release.
Finally, use a headline quality software to check the quality of your headlines. This way you will understand which parts are not good enough and learn how to improve your headline.
To get a maximum result of press release publishing, craft the headline with the art of writing a press release headline above. It is a never ending learning process. Day by day your writing skills will improve and have a positive impact on your public relations agenda.
This content was prepared by our news partner, VRITIMES. The opinions and the content published on this page are the author’s own and do not necessarily reflect the views of Thailand Business News
