Press release is a brief news articles that succinctly describes the who, what, where, when, why, and how of the story. The press release headline is one of the most important considerations when writing a piece and it will be the most prominent element of the press release.

The press release headline tells the audience what the press release is about, it should grab the audience’s attention and have to be catchy, yet not too cutesy, and convey the main news of the press release in order to persuade potential readers to continue reading. Think of what the potential readers will want to read about and then deliver it in the headline. You should make the press release headline go for clarity, and be direct and short. A press release should be newsworthy and not an advertisement so the headline should also match this direction. Do not use exclamation marks, marketing hype or references to selling.

As well as a headline, the sub headline is an extension of the headline and consolidation of the body. It should just a couple of sentences outlining the major points. Don’t make the all too common mistake of using this as a run on from the main title. Obviously they will be related to a degree but the headline and the sub headline are effectively two different sections of a press release.

Try to mimic the kind of headlines used in the papers every day and keep yours as short as possible while still delivering a clear message of what the press release is about. The sub heading provides you with the opportunity to expand the headline you used so use as few words as you can for your headline.

Above all else, remember that a press release is about news and not marketing. Journalists and publishers will not use a press release that comes across as being a direct advertisement and this ring equally true for your headline as it does for the lead or any other section.

Make the press release headline bold and just like the rest of the press release; make sure it’s newsworthy and relevant. It will be centered (left to right, not top to bottom), in caps and at least two font sizes larger than the main body of your release.

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