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by The Notified Team on Feb 17, 2025 5:50:35 PM
What’s the first thing that grabs a journalist’s attention? Your headline.
If your press release headline doesn’t do its job, the rest of your story may never get read. So, how do you stop a reporter in their scroll?
We have the answers!
Why Are Press Release Headlines So Important?
In our recent webinar, writing expert Ann Wylie shared eye-opening stats from a Harris Interactive poll. These findings might surprise you!
- 34% of people only read the headline and a few sentences before moving on.
- 25% skim through, only stopping at subheads, bullet points or bold text.
- Only 18% read word for word.
- 15% stop after reading a few lines.
- 8% only read the headline and nothing else.
This means 82% of readers are just skimming, not reading everything you have to say. If your headline doesn’t hook them immediately, you’ve lost them.
How Do You Create a Powerful Press Release Headline?
How do you write a headline that demands attention? Here are six best practices to keep in mind.
1. What Does Your Audience Care About?
Your press release isn’t just about your company - it’s about what matters to your readers.
🚫 ABC Corp. Announces New Initiative
✅ Blood Cancer Patients Push for Research Funding on Capitol Hill
Why this headline works: Instead of focusing on the company, it highlights real people and the impact of the news.
2. How Can You Capture Attention Instantly?
Don't waste this valuable real estate on fluff.
🚫 XYZ Corp. Announces Groundbreaking Innovation
✅ New Tech Cuts Carbon Emissions by 50%
Why this headline works: It gets straight to the point!
3. Should You Use Action Verbs in Your Press Release Headline?
The answer is yes! Choose action-packed words that create impact.
🚫 ABC Company Introduces New Initiative
✅ Retail Giants Embrace AI for Industry Leadership
Why this headline works: Strong verbs make your headline more powerful and engaging.
4. What's the Ideal Press Release Headline Length?
Think about your audience and the purpose of your news. Informative headlines work well for serious topics, while a clever or entertaining headline may help with engagement - as long as it remains clear and relevant.
🚫 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 this headline works: Short, clear headlines have a greater chance to rank and are easier to read.
5. Should You Use Your Company Name in Your Headline?
It’s natural to want your company name in the headline, but what really matters is grabbing your audience’s attention.
Your company name will show up naturally in the subheadline or first sentence - so there’s no need to lead with it.
🚫 XYZ Corp. Unveils Breakthrough AI Technology
✅ AI Innovation Enhances Trust in Financial Transactions
Why this headline works: A strong headline puts the impact first, not the company.
6. Why Should You Add a Strong Subheadline?
The subheadline (or deck) is a one-sentence summary beneath your headline. It should add new information rather than repeat the headline.
When sending a release by email, should you include the deck in the subject line or just the headline? It’s actually best to keep the subject line clear and concise, focusing on the main headline.
The subheadline can go in the email body for extra context. Long subject lines get cut off, especially on mobile, reducing impact.
Headline: "Retail Giants Embrace AI for Industry Leadership"
Subheadline: "New research reveals how automation is shaping consumer behavior in 2025."
Why this subheadline works: It encourages readers to stay engaged and keep reading.
Why Your Press Release Headline Is the Key To Getting Noticed
Journalists and readers alike have limited time, so a well-crafted headline helps your news stand out in a crowded space.
But at the core, it still comes down to one thing - your audience. A great headline grabs attention, delivers value and drives action, ensuring your release gets the visibility it deserves.
So, is the headline the most important part of your press release? Absolutely!
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