Thread: Tips to Effective Press Release Titles

Many people have the notion that press releases are only meant for big corporation or entities. The truth of the matter is that any business big or small, national or local can benefit from using press release as part of their marketing efforts. Even after Google Penguin updates, press releases continue to be a fundamental choice to increase awareness of a business but also bring to light important happenings as well. I have personally worked with thousands of businesses in creating press release and I would like to share some help tips to help guide you to the right direction in terms of press release titles and formatting.

Press Release Titles

Having an effective press release title is half the battle when it comes to open rates and readership. While you cannot control if someone will read your press release, you can increase your chances by providing an insightful, keyword targeted, objective title.

First of all, remove the idea that you need to use ALL CAPS or EXCLAMATION POINT to grab the attention of your reader. The pen is mightier than the sword and you don’t have to resort to those tactics to hook your reader. If you try to use either of those methods, your press release will more than likely NOT be approved for publication.

It’s important to note that your title MUST address what you propose in your press release. There is nothing worse than to have a kickass title but have the press release fall flat due to weak content.

Keyword(s)

Keywords are important in your title. Search engines are able to list your press releases in the SERPs if you have a keyword in your title. While this can help get your press release listed in the SERPs, it doesn’t guarantee it will be listed. But it does help improve your chances. Now, many people suggest that you place your Keyword at the very front of your Title. Yes, this was true 6-12 months ago, but now, it doesn’t matter just as long as your title contains your targeted keyword. I believe that this due to recent changes within the search engines. If you are a local business, consider using geo-targeted keywords in your press release as well. Whether you are a plumber or dentists, including the town or region will help target your press release in the listings as well.

Length

The length of your title is important, since people usually scan titles to decide if they are going to read further or not. I would recommend that you keep your title short and punchy as possible. 10 to 18 words is sufficient. Anything longer, you risk getting the rest of the title truncated. It’s a headline and it should be as descriptive as possible without sounding too hypey. I usually rewrite the title a few times and ask someone what sounds the most interesting and direct. Remember to include your keyword.

Tone

Again, I'd like to reiterate that sales type or advertisement type titles do not work well. Being objective and enthusiastic is the best approach when composing your press release title. You want to present factual headlines that deliver the rest of the story in the press release body.

Anyone running a business or website can benefit from using press releases as part of their marketing campaign. It takes a little bit of time to get really good at press releases, but with practice it gets easier! Good luck!

This is a good thread, Press release is the only subject I have not covered yet and if I am honest last week I was not even sure what a press release was. Thanks for this thread you have gave me some valuable information as I aim to explore this area of online marketing.

I'm glad you liked it. I will be posting more Press Release related threads in the future since I have be involved in the press release industry for the past few years. Stay tuned!