There’s no doubt how press releases have revolutionized the world for good. But writing a PR could trip up even the best of PR pros. People running the business world; deal with the two most obvious questions regularly.
1. What’s the story?
2. Why and how does it matter?
Well, honestly these are the basic ingredients that go into making a successful press release. Professionals are expected to know how to write and frame one, but shockingly many of them don’t. Press releases are not mere features neither they are informal pitches. Instead, they are official announcements made by a brand regarding something new.
It is aimed at promoting the business or the services. Now, within this narrow box what seems to be the biggest problem is to seek the attention of the media houses.
Not an easy thing to do!
On a serious note, no one has the time to go through all that you have to say. Moreover, you can’t ever say what triggered a journalist to click your mail. It could be anything!
Therefore, if you trying to convince the media to post your story, the first thing that you need to emphasize is the headline. If your headline doesn’t appeal, it’s done. As it happens in tennis, if you can’t hit the ball, the point is over!
Let’s quickly get back to the main subject, which is the role of headlines in making your PR a hit. But before digging deeper, let’s cover a simple question.
What makes a headline appealing?
- In simpler terms, there needs to be a sense of awe and shock. As media houses are flooded with PR alerts every day, there must be a mix of both to trigger their attention.
- Instead of stuffing it with irrelevant information, the headline must attract attention and provide a precise idea about the topic.
- In many cases, a weak topic could be covered up by a really good headline. You can even send out multiple headlines to allow the journalists to pick the best!
But it is easier said than done. Several things go into writing the perfect PR headline. When it comes to getting the work done professionally, seek expert help. After all, they are the ones who can frame the most suitable one for your brand.
Here’s how they do it!
1. Envision the PR as a front-page content
This is indeed a great strategy to appeal to the journalists who you want to take interest in your news. Does the headline grab attention? If not, don’t worry the professionals are there to fix it. They decide on what is the most important thing you want to share about the topic and ensure that it is newsworthy before sending it out.
2. Active Pitch
The style of the writing is as important as the words. Using passive voice to construct the sentences makes them less appealing. Professional writers use active voice to engage their audience that attracts more and more readers.
3. Incorporate Data
Since your headline is going to make or break the deal for you, remember to include the most interesting things here. Reports have it that using data-backed sentences proves the story unique and attracts the readers. So, for best results allow the professionals to carry on with the market research and use a statistic in the headline!
4. Be Witty!
To flourish in the competitive market, one of the most basic things you need is a change of attitude. You can’t follow the path that everyone else has already covered and call it unique. Media stumbles across new content on every other page. Hence, apply your wit and create something that the media can't resist. Of course, you can ask the professionals to save you!
5. Share your picture
Not literally, but yes it is not a bad idea to paint one, isn’t it? What we mean is that you can always choose a language that paints a vivid picture in front of the media’s eyes. The experts know how to add sizzle to your headline such that it receives more clicks. They use strong language that makes it irresistible for others to ignore.
6. Face that Question
Often the best way to face the journalists is to answer that question. We all know how impatient the busy journalists could be and the least we could do to not push them away is give them the answer to their first question. This way you can immediately cut through the words and get to the point. Easy!
7. Start from the bottom
In a hustle to get to the top, you forget to cover the other important aspects. Don’t waste time picking the perfect headline; rather start by writing the release. Even the professionals agree on this. Once you’re done with the whole story, you can better identify the most suitable headline.
8. Know your punctuation
What makes you a smarter writer? Well, harnessing the power of placing proper punctuation in that case. Not so sure about your leadership in this part? The professionals have got you covered. Knowing your punctuation makes you a smart headline writer. You want to ignite a spark but can’t leave your readers solving a mystery.
9. Use Alliteration
Using Alliteration is a great way to appeal to the journalists. This classic writing style is catchy and lingers in the reader’s mind for a very long time. So do employ it the next time!
10. Address ‘Who Cares’
Remember, at the beginning of this article we discussed talking about ‘Who Cares’. This is a big challenge. To get the desired exposure, you must answer the question. People need to know what they could possible derive from reading your news.
