8 Tips for Press Release Headlines That Get Media Attention
Aug 4, 2025
Getting journalists to read your press release comes down to one thing: your headline. You have seconds to grab their attention before they move on to the next pitch in their inbox. Most businesses struggle with this.
They either write headlines that sound like advertisements or create something so vague that journalists can't figure out what the story is. The challenge is to write a good headline that makes journalists want to keep reading.
Hence, you need to understand what journalists are looking for and how to deliver it quickly. This blog covers strategies for writing press release headlines for 2025. You'll learn practical examples and techniques to immediately improve your media coverage.
Why Your Press Release Headline Matters
Journalists don't have time to read everything that lands in their inbox. Nearly 75% of journalists consider press releases the most valuable PR-provided content, yet most will only give your announcement a few seconds of attention.
Your headline does three jobs at once: grabs attention, shows value, and makes people want to read more. Without that first impression working in your favor, even major news gets ignored. Most journalists skim press releases rather than reading them word-for-word, which makes your headline the deciding factor between coverage and deletion. The competition has gotten much tougher recently:
Information overload: Journalists receive hundreds of emails daily, forcing split-second decisions about what deserves their time.
New battlegrounds: Along with competing for Google's first page, you need to appear in AI answer boxes like ChatGPT.
Data wins: 61% of journalists rank original research and market data as their most-wanted content from PR teams.
Relevance matters: 68% of journalists say PR professionals can make their job easier by understanding their audience and what's relevant to them.
Research shows that press release headlines between 51-75 characters tend to get the highest engagement. You can stretch to 100 characters if needed, but shorter headlines often pack more punch by forcing you to focus on what matters.
Similarly, your headline determines the ROI of your entire PR effort. A weak headline sends your news straight to the digital bin. Whereas a powerful one can secure media coverage, drive traffic, and build brand authority.
8 Steps to Write Press Release Headlines That Get Results
You need to understand what journalists want. They're not looking for clever marketing copy; instead, they want clear, newsworthy information they can quickly evaluate. Below are eight techniques that will make your headlines stand out in crowded inboxes:
1. Write for journalists, not your customers
Your press release targets journalists, not consumers. This changes everything about how you write your headline. Journalists need to understand why their readers would care about your announcement and how it fits their publication's focus. Customer-focused headlines sound promotional. Journalist-focused headlines sound informational.
2. Use numbers to create instant credibility
Numbers turn vague claims into concrete facts. Which headline grabs your attention more: "Sales Up In Third Quarter" or "Third Quarter Sales Up By 60%"?
The second one creates a clearer picture and feels more trustworthy. 61% of journalists rank original research and market data as their most-wanted content from PR teams, making statistics a powerful way to get noticed.
3. Keep it short and jargon-free
Press release headlines 51-75 characters tend to get the highest engagement. You need to communicate your key message without requiring translation. Avoid technical jargon that confuses readers or limits your audience. Action words like "reveal" and "unveil" typically drive more engagement than industry-specific terminology.
4. Use active voice and present tense
Active voice creates energy: "Company Launches New Product" rather than "New Product Launched by Company." Headlines traditionally use the present tense for immediacy, regardless of when events occurred. For future events, use "to" (Example: "Company to Host Conference").
5. Skip the promotional language
Press releases are informational, not promotional. Journalists aren't interested in spreading advertisements. Avoid terms like "revolutionary," "groundbreaking," or "industry-leading." These sound like hype rather than substance and can trigger immediate deletion.
6. Add a subheadline for context
The subheadline (also called a "dek") provides additional context without overcrowding your headline. Write it in sentence case and give a concise summary of your announcement. This lets you keep your main headline shorter while still providing necessary information.
7. Use punctuation strategically
Strategic punctuation clarifies meaning and saves space. Colons and commas separate ideas effectively: "Company X: Expanding to Florida and Georgia." Proper formatting makes your headline more professional and readable.
8. Write the headline last
The smart tip is to complete the press release first. Explaining your announcement in detail often reveals better angles you hadn't considered initially. Writing the press release headline last ensures it accurately reflects your most newsworthy element.
Examples of Press Release Headlines That Worked
Real headlines show these principles in action better than theory alone. Here are five successful headlines that grabbed media attention and delivered results.
Headline example 1: Product launch
"Wilson Announces Plan to Sell First-Ever, 3D-Printed Basketball"
This headline works because it identifies exactly what's new: the first-ever 3D-printed basketball. Wilson balances technical innovation with practical application without getting lost in jargon. The phrase "first-ever" creates immediate news value that journalists can easily understand and report on.
Headline example 2: Partnership announcement
"Alaska Airlines and Stumptown Coffee Partner to Serve Up Bespoke Coffee Blend Crafted Specially for the Skies"
Instead of announcing two companies working together, this headline focuses on the unique value created: coffee specifically designed for high-altitude consumption. Both brand names appear naturally without feeling forced. The descriptive language ("bespoke," "crafted") adds interest without crossing into hype territory.
Headline example 3: Award or recognition
"TechInnovate Named 'AI Innovation Company of the Year' at 2025 Enterprise Technology Awards"
Third-party validation immediately establishes credibility. Starting with the company name and award designation presents objective recognition rather than self-promotion. The "2025" reference adds timeliness, while the specific award category ("AI Innovation") gives journalists quick context for relevance.
Press release Headline example 4: Social cause or CSR
"4imprint® Awarded Over 1,600 one by one® Grants in Second Quarter of 2025"
Specific numbers (1,600 grants) create immediate credibility while the time element ("Second Quarter of 2025") adds urgency. This headline avoids vague claims about "giving back" and instead provides concrete details about community involvement that journalists can easily verify and report.
Headline example 5: Data-driven story
"HONEYWELL RESEARCH REVEALS MORE THAN 80% OF RETAILERS PLAN TO INCREASE AI CAPABILITIES IN THEIR OPERATIONS IN 2025"
An 80% figure creates an instant hook while establishing credibility. The future focus ("2025") creates urgency and positions Honeywell as an industry authority. Even though it's longer, the key message appears early, so journalists grasp the story's value immediately.
8 Headline Writing Techniques That Work in 2025
Press release headlines that get media attention follow specific patterns. These eight techniques will create headlines that journalists want to read:
1. Use numbers and data points
Numbers turn vague statements into concrete facts. Research indicates that 61% of journalists rank original research and market data as their most-wanted content from PR teams. Instead of "Company Expands Operations," write "Company Expands Operations by 40% Across Three New Markets." The difference is immediately clear: one tells a story, the other just makes a claim.
2. Include a time element (e.g., 'now', '2025')
Time creates urgency. Words like "now," "today," or "2025" signal that your information is current and relevant. The future focus positions your company as forward-thinking rather than reactive.
3. Add a subhead line for context
The subheadline (or "dek") gives you extra space to clarify your main headline without making it too long. This short summary sits between your headline and body text, offering an opportunity to include keywords or emphasize newsworthiness. For optimal results, aim for around 25 words in your subheadline.
4. Use keywords for SEO
Strategic keyword placement helps journalists find your announcement when they're researching related topics. Place your most important keywords in the headline and first 100 words of your release. This practice helps search engines index your release effectively, increasing visibility.
5. Keep it under 100 characters
Press release Headlines between 51-75 characters get the highest engagement rates. Google displays only the first 63 characters of a title tag, making brevity essential. Shorter headlines force you to focus on what matters most, and that constraint often leads to better writing.
6. Avoid clickbait or misleading claims
Clickbait destroys trust with journalists. 81% of customers will refuse to do business with brands they don't trust. Misleading headlines also get penalized by social media platforms and search engines, reducing your visibility. Write headlines that deliver on their promise.
7. Use punctuation for clarity
Strategic punctuation saves space and improves readability. Colons and commas separate ideas effectively: "Company X: Expanding to Florida and Georgia." This technique makes complex announcements easier to scan while maintaining professional formatting.
8. Test multiple versions before finalizing
Your first headline is rarely your best headline. Write several variations to view your announcement from different angles. Get feedback from team members to identify which version most effectively communicates your news value. The extra effort shows in the results.
4 Common Mistakes to Avoid in Press Release Headlines
Most press release headlines fail for predictable reasons. According to Cision's 2024 State of the Media report, 50% of journalists receive more than 50 pitches weekly, which means these mistakes get your release deleted instantly:
1. Using your company name unnecessarily
Unless you're Apple or Google, your company name doesn't belong in the headline. Journalists care about the story, not who's telling it.
Here's the problem: Starting with your company name wastes precious character space and signals that you're more interested in promoting yourself than delivering news. Instead of "ABC Company Launches New Software," try "New Software Reduces Data Processing Time by 40%."
2. Trying to be too clever or funny
Wordplay and puns might seem creative, but they usually backfire. Journalists don't appreciate releases with headlines like "Rail plan is... on track... off the track... at a crossroads".
Because clever headlines often hide the actual news. When journalists are scanning dozens of releases, they need to understand your announcement immediately. Save the creativity for your marketing campaigns.
3. Overloading with buzzwords or fluff
Terms like "revolutionary," "groundbreaking," "industry-leading," and "solutions" trigger immediate deletion. Avoid phrases such as "synergistic, cutting-edge, value-added, outside-the-box".
Why this kills your chances: These buzzwords sound like marketing speak, not news. They signal that you don't have real substance to share. Journalists see through this instantly and move on to the next release.
4. Being too vague or generic
Press release Headlines like "Prepare for the worst" or "Keeping it together" could apply to countless scenarios. Vague headlines give journalists no reason to keep reading because they can't figure out what you're announcing.
The fix is simple: be specific. Tell journalists exactly what happened, when it happened, and why it matters. Generic headlines suggest generic content, which journalists avoid.
Tools and Templates for Better Press Release Headlines
Writing a perfect press headline gets easier when you have the right tools. These resources can help you move from guessing what works to following strategies.
AI headline generators
Headline Studio by CoSchedule analyzes successful headlines and generates multiple options based on your input. This saves time when you're working under tight deadlines. Hypotenuse AI takes a different approach: you describe your announcement, and it creates complete press releases, including headlines. Easy Peasy AI offers various headline formulas that can spark new ideas when you're stuck.
These tools work best as starting points. You still need to understand what makes a headline newsworthy, but they can help you see different angles for your story.
Press release headline templates
Canva Docs provides ready-made press release templates that give you a solid foundation. The platform includes Magic Write, an AI writing assistant that can help polish your headlines. Templates ensure consistency across your press releases and maintain professional formatting.
The key is using templates as guides, not rigid rules. Your specific announcement should always drive the final headline choice.
Headline analyzers for SEO and engagement
CoSchedule's Headline Analyzer evaluates word balance, character count, and SEO factors. AIO SEO's Headline Analyzer focuses on emotional value and click-through potential. The Sharethrough Headline Analyzer looks at six dimensions: relevance, punchiness, clarity, catchiness, context, and emotional impact.
These analyzers show you how your headlines might perform in search results. They're particularly useful for catching common mistakes before you send your press release to journalists.
Conclusion
A good press release headline is concise, informative, and captures attention right from the start. The more newsworthy you make the press release copy, the better your chances of it being selected by a journalist for reporting. Journalists don't have time to read every announcement that hits their inbox, so those few seconds of attention are all you get.
The good news is that effective headlines follow predictable patterns. Focus on genuine news value instead of promotional language. Use specific numbers and data points to add credibility. Keep your message clear and jargon-free. Don't settle for your first attempt. Write multiple versions and test them with your team.
Here's what makes this tricky: you need to pack newsworthiness, clarity, and intrigue into just a few words. When distributed effectively, a well-crafted press release can generate media coverage and amplify your message to a broader audience.
FAQ
What is a good headline for a press release?
A good headline should:
Be clear, concise, and newsworthy
Include powerful verbs and specific details
Mention the main benefit or impact
Stay within 10–12 words
What is the header of a press release?
The header includes:
Company Logo (top of the page)
Press Release Label: “FOR IMMEDIATE RELEASE” or “EMBARGOED UNTIL [Date]”
Contact Information: Name, phone, email of PR rep
Headline: The main title
Subheadline (optional): A brief expansion on the headline for extra context
What is a good subject line for a press release?
The email subject line should be:
Eye-catching but not clickbait
Short (under 70 characters)
Customized to the journalist or outlet
Similar to or based on the release headline