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?