9 expert tips for writing press release headlines

Grabbing a reporter’s attention can all come down to your subject line. Here’s what PR veterans suggest should guide your efforts to be pithy and exhaustive at the same time.

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This article originally ran on PR Daily in February of 2018.

When writing a press release, even experienced PR pros can get tripped up.

Crafting a good headline can be a real struggle. Creating a world-class headline can feel impossible.

We reached out to some of the industry’s top experts in PR, marketing and social media and asked them this one simple question: What is your No.1 proven tip for writing a press release headline?

Here’s what they said:

1. Matt Kovacs


There needs to be a sense of shock and awe as media are deluged with press releases, pitches and alerts every day. It’s important to ensure that there is a mix of “what’s the news” along with a catchiness that gets the reader to go beyond the headline, sub-head and first paragraph. In the Twitter-soundbite-world we live in, the words used need to give the reader pause to catch up to the overall thoughts that are being conveyed.

Matt Kovacs is the president of California-based Blaze PR, which specializes in integrated PR, marketing, influencer and social media strategies.

2. Samantha Jacobs


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