For the best results and biggest return, all you need to do is make your story clear and engaging. This simple five-step checklist will get you there.
1. Is my headline specific?
A headline that accurately summarizes the content of the news release does more than tell readers what to expect. Search engines will rank a piece higher if the headline matches the content.
Use specific descriptors—e.g. “search-engine-friendly news release” rather than just “news release”—and skip flowery adjectives or hyperbole.
2. Did I use active voice?
Passive voice uses three or four words where you only need one, and slows down the impact of a great headline.
Replace a passive phrase like “K-12 school Lincoln Academy has been selected for recognition of achievement by ABC” with an active phrase such as “ABC selects leading K-12 school Lincoln Academy for recognition.”
3. Can I chop three words from my headline?