The Well Written Press Release #9: Choose Your Title Carefully

Choosing a title for your press release is arguably the most important part. Here's why and a little inspiration to help you along.

The Well Written Press ReleaseSocialize-1.pngThe title of your press release is arguably the most important piece of your entire release. It’s what causes the difference between the journalist clicking the little red X or double clicking to open.

Here’s where we go deep into the bowels of the rules for choosing titles for anything that will display on the internet.

Write your Title as the Very Last Step of the Writing Process

You can’t really choose a title when the release hasn’t been written yet. So don’t do that. Wait until the entire release is written, and then based on the persona it’s written for write the title that would be most appealing to that person.


Keep it simple, Sweetheart. Your goal with a title is to draw the reader in with your news. Do that with the subject of what the release is about in an interesting way, in the shortest amount of characters possible. In fact, imagine the title like a tweet. After 140 characters, it’s getting cut off.

Example of a bad title: Apple announces a brand spanking new gadget that will make every single gadget you own obsolete on March 4th.


Example of good: Apple Releases Gadget March 4th That Renders Yours Useless

Why? The second example gives you the very same information with 9 less words, is interesting, and also makes the reader think: “Waitaminute. I just got my phone a month ago!”

Title Your Release As If It Were a Freestanding Article

Because it is. And can be, and honestly should be. As we learned earlier in the series, you’re writing your release so that if desired, it could be published as is and would have the same effect as having an accredited journalist write it. So give it a title befitting its awesome contents. Imagine what would happen if it were on the homepage of the NY Times. What would their headline read for your content? Choose that one.

Use A Keyword or Three

As discussed in the SEO article of this series, using your keywords is imperative to good SEO for the content. It’s unwritten (or now written, however you want to look at it) law to include your main keyword in your title. If you can slide a second or third into the title naturally – do that.


eBOOK: The Well Written Press Release (includes infographic printout!)


How the FDA is Keeping Up with the Kardashians
Why has pharmaceutical PR been slow to embrace social media marketing?