What's a Press Release Deck? And Why Is It Important?

Think journalists read every word? Think again. 

In our recent webinar, writing expert Ann Wylie showcased research from a Harris Interactive poll that discovered 82% of people don’t fully read articles - they skim.

This means if your press release is just a big chunk of text, most of your audience won’t get past the first few lines. 

But here’s a secret weapon many PR pros overlook: the press release deck. 

What Is a Press Release Deck?

A press release deck (also called a subheadline) is a one-sentence summary that appears right below your headline. It provides additional context, reinforces your message and encourages people to keep reading. 

If you had just a few seconds to make someone care about your news, what would you say? That’s exactly what your press release deck does. 

Why Does the Release Deck Matter So Much?

Think your headline is doing all the work? Not so fast! The short summary under it can be the real game-changer in keeping readers hooked.  

Here’s why it’s a must-have: 

• Most readers skim  

• You have 5 - 10 seconds  

• It hooks journalists 

Skip the deck and you risk losing your audience before they even get to your first paragraph. 

What Makes a Press Release Deck So Important?

• It Keeps Skimmers Engaged - If your deck is compelling, they’ll stay. If not, they’re gone. 

• It Adds Depth Without Overloading - Your headline grabs attention, but the deck answers “Why should I care?” in a quick, digestible way. 

• It Makes Your Release Easier to Read - A well-crafted deck breaks up text and improves readability. 

• It Helps with Discoverability - A clear, keyword-rich deck makes your press release easier to find online. 

Your deck connects the headline to your story - make it work hard for you! 

How To Write an Effective Press Release Deck

1. Summarize the Key Takeaway

Your subheadline should quickly explain why your press release matters. 

For example: 

🚫 Company X Announces New Initiative 
✅ Blood Cancer Patients Push for Research Funding on Capitol Hill 

Why it works: Instead of focusing on the company, it highlights real people and the impact of the news. 

2. Keep It Short and Clear

Your deck should be no more than 14 words. If it’s too long, it loses impact. 

🚫 XYZ Corporation Announces a New Partnership with Global Leaders in Sustainable Energy to Drive Carbon-Neutral Initiatives 
✅ XYZ Teams Up with Industry Leaders for Net Zero Future 

Why it works: Short, clear decks are easier to read. 

3. Don't Repeat the Headline

Your deck should add new information, not just rephrase the headline. 

• Headline: "Retail Giants Embrace AI for Industry Leadership" 

• Deck: "New research reveals how automation is shaping consumer behavior in 2025." 

Why it works: The deck provides a second angle, making the story more compelling. 

The Bottom Line: Your Press Release Deck Is Your Second Chance

If your headline grabs attention, your subheadline keeps it. 

A great press release deck tells journalists and stakeholders exactly why your news matters - and keeps them engaged! 

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