How do you avoid hype and exaggeration in your press release headline?

How do you avoid hype and exaggeration in your press release headline? This is a crucial question for any public relations professional who wants to capture the attention of journalists and readers without compromising their credibility and trust. Here are some tips and examples on how to write effective and honest press release headlines that stand out from the crowd.

1 Know your audience

The first step to writing a good press release headline is to know who you are writing for. What are their interests, needs, and expectations? What kind of language and tone do they respond to? How familiar are they with your topic and industry? By answering these questions, you can tailor your headline to suit your audience and avoid using jargon, buzzwords, or vague claims that might confuse or alienate them.

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TJ Scholl

Strategic Corporate Communications | Public & Media Relations | Executive Communications | Proud Husband & Father
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First things first, do you really need this announcement to be a press release? Do you think the media are going to find this valuable and actually cover your announcement? For a major company, probably. For smaller startups is it worth the money to send one out if it won't be picked up? Probably not. Get creative. Find a new way to tell your story with visuals, videos, graphics, etc. Reach out to individual journalists to connect them with the story. Press releases have their place, but they aren't needed in this day and age to get the attention of journalists and media members.

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2 Be clear and concise

The second step to writing a good press release headline is to be clear and concise. Your headline should summarize the main point or benefit of your press release in a few words, without leaving out any essential information or details. Avoid using unnecessary adjectives, modifiers, or filler words that might dilute your message or make it sound exaggerated. For example, instead of saying "Our revolutionary new product will change the world", say "Our product offers a unique solution to a global problem".

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Crystal C. Garrett

Freelance Writer/Editor
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In being clear and concise, it's also important to not overgeneralize. Avoid using generic wording such as "New Product to Change the World" in order to get the reader's attention. As a former journalist, I received numerous press releases with similar wording or "promises." If it was not relevant to my audience, I would ignore these releases.

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3 Use active and specific verbs

The third step to writing a good press release headline is to use active and specific verbs that convey action and impact. Verbs are the core of any headline, as they show what your press release is about and why it matters. Avoid using passive or generic verbs that might sound weak or boring, such as "announces", "launches", or "introduces". Instead, use verbs that show how your press release adds value, solves a problem, or creates an opportunity, such as "transforms", "empowers", or "enables".

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4 Avoid hype and exaggeration

The fourth step to writing a good press release headline is to avoid hype and exaggeration. While you want to make your press release headline catchy and compelling, you don't want to overpromise or mislead your audience. Avoid using words that might sound too good to be true, such as "best", "guaranteed", "amazing", or "unbelievable". Instead, use words that are factual, realistic, and verifiable, such as "proven", "tested", "award-winning", or "endorsed".

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Sarah Berkman Ficca

Communications, Connections, Creativity
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Avoid exclamation points, scare quotes and hashtags which can seem too forceful or pleading. "Just the Facts" is a good rule of thumb here.

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Robert Edwab
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Once your audience identifies your headline as disingenuous, they immediate move on, damaging both your credibility and brand. That is why a headline must be unique, attractive and engaging, so it acts like a hook. But at the same time, it must be honest. Use the knowledge of your audience to grab them with information they need and want. Your headline is the initial contact with your audience, and they will use that to judge the content that follows. If they feel there is misinformation or exaggeration you will lose your credibility, their trust, and their attention.

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5 Test and optimize

The fifth step to writing a good press release headline is to test and optimize it. Before you send out your press release, you should check your headline for spelling, grammar, punctuation, and readability. You should also test your headline with different tools and platforms, such as headline analyzers, search engines, social media, and email subject lines. By doing this, you can see how your headline performs and make any adjustments or improvements as needed.

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Katie Chodosh

Head of Media Relations
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Think about how your press release will look in the average Gmail or Outlook inbox. When it lands, it'll be the first four words that are most prominent. Bear that in mind when you're writing your subject line, which is arguably more important than your headline - if it's not good enough, no one will open your email in the first place!

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6 Learn from examples

The sixth and final step to writing a good press release headline is to learn from examples. By studying and analyzing the headlines of successful press releases, you can get inspiration and ideas for your own headlines. You can also see what works and what doesn't, and avoid making common mistakes or pitfalls. Here are some examples of good and bad press release headlines, and why they are effective or ineffective:

Good: "Spotify Acquires Soundtrap, the Innovative Online Music and Podcast Recording Studio"

Why: This headline is clear, concise, and specific. It tells the audience what the press release is about, who is involved, and what is the benefit or value of the acquisition.

Bad: "Spotify Makes History with the Biggest Acquisition Ever in the Music Industry"

Why: This headline is vague, exaggerated, and misleading. It does not tell the audience what the press release is about, who is involved, or what is the benefit or value of the acquisition. It also makes an unsubstantiated claim that might not be true or relevant.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you avoid hype and exaggeration in your press release headline?

1

2

3

4

5

6

7

1 Know your audience

2 Be clear and concise

3 Use active and specific verbs

4 Avoid hype and exaggeration

5 Test and optimize

6 Learn from examples

7 Here’s what else to consider

Public Relations

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How do you avoid hype and exaggeration in your press release headline?

1

2

3

4

5

6

7

1 Know your audience

2 Be clear and concise

3 Use active and specific verbs

4 Avoid hype and exaggeration

5 Test and optimize

6 Learn from examples

7 Here’s what else to consider

Public Relations

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