How to Write Concise and Compelling Press Release Headlines

 

Beyond PR

How to Write Concise and Compelling Press Release Headlines Erica Crist Writing a short press release headline that packs an informative punch isn't easy. It may be tempting to describe your story in full right out of the gate, but lengthy headlines can overwhelm readers and compromise their interest. If your readers don't make it past your headline, they won't be clicking your call to action. Short headlines are preferable for a number of reasons. Concise headlines are easier to comprehend when scanning through a newsfeed and are better formatted for mobile devices. Moreover, the shorter your headline, the better the chances your release will be shared and read in full by your audience. Our SlideShare How to Write Press Releases notes two rules of thumb for headline length:  Keep it under 110 characters so that it’s easily tweetable Include the most important information in the first 65 characters (including spaces), which is the approximate length for Google displays/indexing This may sound simple enough, but your headline can double in length when trying to accommodate brand guidelines. Company names, product mentions, and other information quickly add up. The next time you're writing a press release, consider these five tips and examples to help keep your headline short, sweet and to the point. 1. Utilize subheadlines. Long, convoluted headlines are more difficult to understand, and your message could be lost on readers if there are too many details. Focus on being succinct and utilize subheads to add context. Headline Before: XYZ Corporation, a Technology Company, Partners with Leading Consumer Electronics Brand ABC at ConsumerTech 2016 to Launch Wireless Earbuds Headline After: XYZ Corp. and ABC Brand Debut Wireless Earbuds New Subheadline: Visit XYZ in booth 720 at ConsumerTech 2016 The reader still sees the main points of the story with fewer words and tighter language. 2. Omit nonessential words. Review your headline for any words that can be cut, such as adjectives, articles (a, an, the), or even entire clauses. Replace conjunctions with punctuation, and your audience can still skim the headline without losing its meaning. Headline Before: XYZ Corporation Shares the Very Best Family Travel Destinations of the Summer and Tips for Traveling with Children Headline After: The Best Summer Travel Destinations for Families New Subheadline: XYZ Shares Tips for Traveling with Kids Eliminating unnecessary descriptors cuts down on clutter; even replacing 'children' with 'kids' saves valuable characters. 3. Consider word length. By substituting in well-known abbreviations (Corp. for Corporation, vs. for versus), acronyms (ET for Eastern Time, IPO for Initial Public Offering), numbers (300 for Three Hundred) and symbols ($, %, etc.), you can save precious characters and still convey a clear message. Headline Before: The Ten Best Places to Eat for Less Than Ten Dollars in Los Angeles According to XYZ Corporation Headline After: XYZ Corp. Ranks 10 Best Places to Eat for Less Than $10 in LA Keep in mind that too many acronyms and abbreviations can cause confusion; use them where most appropriate and be sure that they are readily understandable and familiar. 4. Minimize the hype. Search engines now favor "human-friendly content" that uses natural language with minimal jargon. Don't be tempted to overstuff your headline with too many keywords, clever idioms and slang. Don't be too vague, either. Headline Before: Social Media is a Piece of Cake for Small Biz Owners Using XYZ's Marketing Platform Headline After: XYZ Offers Simple Social Media Marketing Tools for Small Businesses 5. Test what works. Try including a variety of information (both quality and quantity) in your press release headlines. For instance, if you are writing for a niche audience, using specialized language and industry terms could improve engagement. Look at your reporting and analyze the types of headlines that drive the most interest from your audience. Then adjust accordingly as you move forward. Make every word count when considering the length of your headline. If you want to hook readers with your press release's compelling story, you need to give them a reason to click. Download The Buyer 2.0 Content Strategy Checklist for more tips that will help you write and distribute content that resonates with your audience. Author Erica Crist is a Senior Customer Content Specialist based in Cleveland. PR Newswire’s Customer Content Services team is available 24/7 to counsel brands on content distribution. Follow her on Twitter at @VPOEventZone. You can also connect with her on LinkedIn.

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[New Post] Going for Gold: 5 Tips for Media Relations in Brazil

 

Blogs

Going for Gold: 5 Tips for Media Relations in Brazil NatalieBering As the Olympic flame weaves its way through Brazil, more than 10,000 athletes from 28 sports are preparing to converge on Rio de Janeiro to compete in the 2016 Summer Olympics. The upcoming Olympic Games, taking place August 5-21, are the first Summer Olympics to be held in South America. And with global attention turning to Brazil, many organizations are wondering how they can win PR and marketing gold in the host country. However, will newsjacking the Olympics earn you media pickup in Brazil? The short answer: Only if it is done right. Communicators will be better served by understanding the Brazilian media landscape and investing in journalistic relationships to gain reputable coverage. A Look at the Landscape With more than 5,000 newspapers, almost 800 dailies, Brazil is 4th in the world for number of titles, according to the Brazilian Newspapers National Association. Furthermore, print resonates better with Brazilian audiences. Respondents from the report Brazilian Media Research 2015: Media consumption habits by the population state that print media is the most trusted source of news, and 50% of respondents are singularly focused while reading print publications. 71% responded they have little trust in news published directly or only on social networks. Yet, while Brazil is still heavily focused on print and broadcast media as the primary form of news consumption, newsrooms are reducing staff and needing to do more with less, similar to their U.S. counterparts. Digital versions of publications and more niche digital trade publications are growing in number and popularity. Meanwhile, a large number of Brazilian newspapers have adopted the "porous paywall" subscription model, allowing some content to be accessed for free to drive traffic and social sharing. What does all of this mean if you are trying to gain traction in the Brazilian market? 5 Tips from Our Media Relations Expert in Brazil Jana Weigel, PR Newswire's Director of Media Relations for Latin America, offered some advice to communicators looking for coverage in Brazil. Based on what she sees in her day-to-day interactions with the media, here are tips for communicating with journalists in Brazil. 1. Know your audience. In square miles, Brazil is only slightly smaller than the United States. And just like the U.S., it's made up of distinct regions with diverse histories and cultures. Certain topics are more likely to make headlines in Rio versus Porto Alegre. Understand where publications are located within the country and how your news can relate to their readers, viewers and listeners. 2. Provide your news in Portuguese, not English or Spanish. While much of South America speaks Spanish, Brazil is one of the exceptions. Portuguese is the country's official language. You can communicate your follow up emails in English, but it's best to provide as much as possible in your audience's language. This includes Portuguese captions for multimedia assets and video talent speaking Portuguese, or at minimum with Portuguese subtitles. 3. Invest in building relationships with individual journalists. In Brazil, external press events are not largely attended and virtual press rooms are referenced less often than in other regions. This means developing one on one relationships and hosting more intimate press events that are relevant to invitees' coverage area. You can also improve your chance of editorial pick up by providing engaging multimedia content that helps journalists show why the Brazilian market should care about your story. 4. Be polite. This tip really goes for every country, but keep in mind that the Brazilian media is very concerned with editorial policies and best practices. While you may have a relationship, don't expect all of your coverage to be positive. If for some reason you're covered in a negative light, do not approach the journalist in a combative way. Instead, plainly explain your side of things without directly contesting the story. 5. Enhance your story with social-ready video. Video is rapidly becoming a popular consumption vehicle, and Facebook is the largest social network used in Brazil. With this in mind, note that DIGIDAY states that up to 85% of Facebook video is watched without sound. Consider how to convey your message without it, and remember: If you're going to use subtitles, make sure they're in the language of your audience. Although newsjacking can be a valuable tactic in a communicator's arsenal, you'll find international success when you understand that every country and culture is different. For brands looking to connect with Brazilian media before, during and after the Olympics, providing news that's truly relevant to audiences and leveraging strong media relationships will be your most effective strategy. Partnering with an organization who has already established these relationships can help. For instance, PR Newswire not only reaches top tier news sites, but also offers exclusive relationships with news agency partners in Brazil and beyond. Learn more about reaching global audiences with your press release distribution. Download our Quick & Easy Guide to Sharing Your Press Release with the World for the press release nuts and bolts that will help you get your distribution right, the first time. Author Natalie Bering, director of international sales, consults with clients about best practices and communication strategies around the globe. Follow her @PRNhealth where she is lead curator for PR Newswire's Twitter channel dedicated to the latest health news or @NatalieBering.

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