So you have spent hours and hours writing, shaping and crafting your media message. You've worked on setting your objectives, identifying your target audience and working out how to reach them. Your release is well structured and packaged, leaving just writing the head-line remaining.
Unfortunately with little time remaining you hastily put together the headline and send out the release but fail to hear from any interested journalists.
Why? A poorly written headline will fail to attract the attention of a reporter, journalist or editor.
Let me give you an example.
"Triple Bottom-line Community Net Benefit Decision Time for Sustainable Economic Development Decisions Needed Says Economist"
This is an actual headline on a media release from MacroPlan Australia published in 'The Australian' Media Section on Nov 13, 2003.
Would you want to read more if you got this on your fax machine or email inbox?
How can you write better headlines?
Here are my Top 10 Tips:
1. KEEP IT TO 1 LINE.
More than one line and you are likely to loose a busy journalist who would receive hundreds of media releases a day. Be sharp and precise, remember your trying to hook the journalist in to read the rest of the release.
2. KEEP IT TO LESS THAN 5 WORDS.
Remember with headlines, 'less is more'. Make each word effective rather then having too many.
3. EDIT FOR BREVITY
You probably won't achieve points one and two on the first go. Rewrite and edit every time. Even experienced journalists take several attempts to get a headline right.
4. DON'T TRY AND BE TOO SMART.
Writing headlines for the print medium is a real art form. Leave it to those who make a living out of it - namely newspaper subeditors. Remember newspaper headlines have to sell papers, your headline has to engage one reader - a cynical journalist or editor with a 'so what, who cares' attitude.
5. KEEP TO THE ESSENCE OF WHAT THE STORY IS ABOUT.
The headline should summarise the story. Make it relevant. If the headline is too flamboyant it will be disregarded, make sure it is appropriate to the story.
6. USE A BIGGER FONT SIZE THAN THE REST OF THE RELEASE.
Don't go smaller than size 12 for the main body of the text and use size 14 or 16 font or bigger for your headline or title.
7. USE THE SAME FONT STYLE AS YOUR TEXT.
Never change font styles in a release. Times New Roman is the most accepted and professional.
8. USE BOLD TO MAKE IT STAND OUT.
9. CENTRE IT IN THE MIDDLE OF THE PAGE.
10. ALWAYS SPELL CHECK AND DOUBLE CHECK FOR TYPOS.
Nothing harms your credibility more than a typo in the headline!
Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com
Some people think that publicity is all about paparazzi snapping... Read More
Quality public relations does something positive for business, non-profit and... Read More
Although repetition is extremely important, there are times when advertising... Read More
It took me a while to see just HOW crucial... Read More
"Don't say you don't have enough time. You have exactly... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
The practice of public relations is often misunderstood, thus overlooked... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Done right, it delivers the key, target audience behaviors you... Read More
You bet! And in three ways vital to you as... Read More
Hundreds of thousands of News Releases are sent out all... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
They know they had better do something positive about those... Read More
A reporter's job is to get the most accurate and... Read More
There are many ways you can get tons of free... Read More
When your public relations results pretty much depend on whether... Read More
You want to sell your products or services, and that... Read More
The most important thing to remember for any interview: stay... Read More
I am often asked by clients to target USA Today... Read More
Demand that it pull its own weight in your boat... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
The most sensible way for business, non-profit or association managers... Read More
If you do, it means:you don't value tracking the perceptions... Read More
When you should send samples with your press release:1) When... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
?makes the rules, of course.But when the gold takes the... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
There's an old African proverb:"If you think you are too... Read More
Journalists are trained and often experienced at getting information out... Read More
Southern grandmothers have often said, "there are only three... Read More
Have you ever noticed how the same people's names always... Read More
If you're trying to promote your store, but you don't... Read More
If you're serious about getting great results from your PR... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
Are there secrets to gaining media coverage or is it... Read More
In these days of every increasing demand and competition, there... Read More
"Advertising is what you pay for. Publicity is what you... Read More
Every reporter, from the cub at the small town paper... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
As a manager, does your current business, non-profit or association... Read More
Everyone has an opinion on something, and you can leverage... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
If your reading this, you must be online and most... Read More
UNDER FIREA friend whose organization is often in the media... Read More
A reporter's job is to get the most accurate and... Read More
Have you fantasized about spreading word of your business on... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Just happens to be public relations activity that alters individual... Read More
In this great country of ours, there are basically three... Read More
I heard a speaker recently who was talking about how... Read More
Yes, and that pressure often comes from a CEO who... Read More
How can media training help you create a successful Hispanic... Read More
OK, as a manager, your goal is to show a... Read More
When I talk with business people, they tend to believe... Read More
You have a story to tell. Your company has developed... Read More
With all due respect to all those stereotypical males out... Read More
Writing a press (or media) release is quite an art... Read More
The easiest way to meet city council members is to... Read More
Keep these few crucial details in mind when writing and... Read More
What a shame! Potentially productive public relations people resting on... Read More
Years ago when my Dad owned a group of local... Read More
Here are two to-the-point questions recently posed by several association... Read More
Public Relations |