Writing the perfect headline for a press release is one of the hardest parts of making your news worthy to stop the editor and make him/her think… hey, I want to know more about that and so do my readers.
PRNews, one of my favorite sources of late, shared several tips for creating that perfect headline. Here they are…
1. Make it Punchy. A strong, concise headline attracts readers and encourages sharing on social media.
2. Avoid Spammy Keywords. As we all know certain words trigger alerts for spam filters including free, you, mortgage, order now, etc. Excessive punctuation also triggers spam filters.
3. Don’t link… at least in the headline. Putting a link in the headline basically encourages readers to go elsewhere without reading your actual news. Search engines are also suspicious of copy with too many links and may even write your release off as Web spam.
4. Use natural language. Avoid industry jargon and make sure to use the words and phrases your audience actually uses when talking about your subject.
5. Keep it tight. Tell one story in the headline, don’t clutter it up with a bunch of different themes.
6. Use your heads… as in subheads. Recommended no more than 200 characters in the summary or subhead if you feel the need for more information.
PR News writer Bill Miltenber spoke with key CEO executives about their online PR strategies prior to the annual PR News PR Measurement Conference coming up on May 15th.
Here are what some top executives had to say…
Mark Weiner, CEO PRIME Research
The biggest trend is what I call ‘the second wave’ of social media listening, engagement and analytics…. The second wave marries the speed and consistency of automation with the understanding and insights only humans provide. The challenge of the second wave is exacerbated by the need for ‘small data’ to drive ‘big data’ (itself a major trend in business generally).
David Michaelson, Managing Director, Teneo Strategy
The primary trend in measurement today is the movement to create standard measures for public relations activities. This is a critical effort that will hopefully result in the ability to create comparative measures for all stages of the public relations process…
Donald K. Wright, Harold Burson Professor and Chair in Public Relations, Boston University’s College of Communications
Probably the biggest trend is the movement to convince PR practitioners to measure. Research I’ve conducted each year since 2005 clearly shows there is not nearly enough measurement taking place in our field and, unfortunately, when practitioners do measure it often involves use of AVEs and/or mainly measures of communications outputs (instead of outcomes).
What do you feel are growing trends in PR measurement and management?
If you live in Northeast Ohio and want to network with today’s business leaders then you must attend the upcoming 2013 Small Business Symposium: Learn from Experienced Entrepreneurs on Wednesday, May 15, 2013 at Lakeland Community College.
The half-day (8:00a.am to 12:30 p.m.) event program includes sessions covering the following topics:
- Finance & Operations
I will be the first morning presenter for the Marketing Track, check it out.
Included in the 2013 symposium will be an exhibit hall, Best Practices in Business Roundtable, and an Access to Capital panel discussion. Your $25 registration fee will include all materials, continental breakfast and snack..
The program is presented in partnership with Lakeland Community College’s Entrepreneurship and Ohio Small Business Development Center, Lake County Port Authority, the Small Business Administration of Cleveland, the Council of Small Enterprises (COSE), the Mentor Economic Assistance Corporation, and Lake Communicators.
PR News recently shared 6 Tips for PR Success with Your Events from Diane Gage Lofgren, chief communications officer and senior VP, brand communication, at Kaiser Permanente.
1. Evaluate Your Event for a Strategic Fit: Events need to be consistent with the organization’s brand, meshing with business goals, objectives and outcomes. The event must match your company’s values and business priorities.
2. Secure Leadership Buy In: Identify key executive sponsors of the event and schedule briefings with them. “Be ready to demonstrate your event’s value to them with a business case,” says Gage Lofgren.
3. Pre-Plan and Promote the Heck Out of Your Event: Promote speakers ahead of time to your contacts through emails, blogs, and social media. Pitch to media in advance and amplify presence onsite through the display of artwork, demonstrations and videos. Have trained PR team members onsite to staff interviews and followup with media and stakeholders.
4. Make Events Interactive and Memorable: During conferences and meetings minimize the use of PowerPoint. Also, shake up the event with something unexpected (a surprise guest speaker or a flash mob gathering, for example). Build in unique activities and events that make your event stand out.
5. Extend the Event: Invite key journalists and bloggers and offer previews to a few select reporters. Facilitate an expert meet-and-greet to attract media PR and attendees. Create an event-specific mobile game for attendees and offer added-value items at the event.
6. Share Your Event Results: Offer event surveys to participants that are fun and interactive. Send a recap to all stakeholders sharing survey findings and other metrics. And be sure to highlight how PR contributed to the bottom line via your event.
What strategies do you find most successful when promoting your event to the public and the media?