It’s been a long time coming, but the wait is finally over.
You’ve got some news to share that you feel will get your company some much deserved recognition in the media.
You might have just brought in a high profile client, won an award or created a ground breaking new product or service.
So you set about writing the press release.
You know that the headline is vital. It’s got to zing if it’s going to stand out from the 1,000s that journalists receive on a daily basis.
I’m going to bet that your first priority is to somehow get your name in the headline. After all who doesn’t like to see their name in lights.
So you create a headline that mentions you but puts the responsibility of grabbing attention on the new client’s name, the award or the fact that you’ve developed something you feel is unique.
Unfortunately this approach doesn’t work particularly well because nobody, except you, really cares that you’ve got a new client, won an award or created a new product. This is especially true if, unlike Freddie Star, the journalist doesn’t know much about you.
So forget about bigging yourself up and instead focus on what will be of interest to your target audience.
Look at your story from the point of view of the people you want to influence
Let’s face it, the reason the majority of us put out a press release is to attract more business. You hope that your prospective customers will see the story and head straight for your website or a phone to give you a call.
To do that you’ve got to give them something juicy to think about from the off.
When you write your headlines always ask yourself these two questions:
- So what?
- Who cares?
Look at the headline below.
Big Brand Name Appoints ABC Company to Design its Shops
Imagine you are a journalist. Brands change their agencies all the time. Is this headline going to have much impact?
Maybe Design Week will print it but how many of your customers read your trade journal? Wouldn’t you rather it appeared in the trade journal of your new client!
Now just suppose it is printed and read by the CEO of another big brand. Apart from a possible passing interest in which design agency their competitor is using, are they likely to read on?
Now look at the next headline.
Big Name Brand Appoints One Man Band to Drive Fresh Approach to Shop Design
The second example offers a number of hooks.
First it begs the question of why a big brand name would hire a one man band and who that person might be. Second it raises the issue of why a one man band is need to ensure a new direction and third it creates curiosity about what the new shop design will look like.
These are questions that you want your prospective customers to ask themselves. Then once you’ve answered them in the press release, you know that they’ll have all of the information needed to pick you as their next supplier.
Remember the purpose of the headline is to capture the attention of the journalist and then your target audience. You will have ample opportunity to talk about your business in the main body of the release. It’s not vital to do it in the headline if it stops you from creating an impact.
