Every now and then we like to post questions we receive from our blog visitors and take the time to answer so that everyone can learn and also chime in with their own thoughts. Here’s a question asking about how to write a press release headline.

Q. Hi I’ve been trying to write my own press releases lately but I’ve been struggling with the headline. I picked up a PR book to try and learn a few pointers but I’m still confused as to what makes a good headline. My business is in dry cleaning and I’m trying to get creative with my headlines. I need to learn how to work with the media. Can you help?

–Kate in Seattle, Wash.

A. Hi Kate. Let’s see if we can clear up a few things for you and even offer up a few examples of what would make a creative press release headline for a dry cleaner (we’ll do our best to help you avoid dry headlines lol). You’re off to a good start in thinking the headline is super important; it is. In fact, I think you should spend the most amount of time thinking of your headline because more people will read your headline than any other part of your release. How much time? Well it’s different for everyone. So it’s important to learn how to write a press release headline.

First, let’s go over a little background because there are different ways to distribute a press release and therefore they often warrant different ways to grab attention. Sometimes you will send your press releases directly to a member of the media, while other times you’ll place your press release on a newswire like Marketwire.

1) Press Releases for Media: When you send your press release directly to a member of the media, it’s all about the headline because the number one goal is to have them open up your press release and read it. You have to focus on not developing not only a catchy headline but also an attention-grabbing subject line in your email (assuming you’ll email your press release). Does your headline have to always say the same thing as your subject line? No, but that doesn’t mean you must use separate language. Let’s take a look at some headlines that you’d possibly have to consider for a holiday dry cleaning trend story:

Instead of this: “Kate’s Dry Cleaners Offers Tips To Help Holiday Customers”

Try this: “Twitter Helps Seattle Residents Avoid Being Taken To The Cleaners”

The 2nd headline is slightly longer but it’s catchy, timely and will have better success because it sounds like a story, not a sales promotion.

Now let me throw a wrench into things without confusing the heck out of you when learning how to write a press release headline.

2. Search Engines and Newswires. If you are planning on distributing this same news release over a newswire, you can’t think about what will attract the media as much as the search engines. What people search for rules the land when thinking of a press release headline for newswires and search engines. Something like this:

“Twitter Helps Seattle Dry Cleaners Keep Customers Spotless”

This headline is very search engine-friendly because keywords “Twitter” and “Seattle Dry Cleaners” are both used. Remember, most of your customers or possible customers will likely type in “Seattle dry cleaners” rather than the name of your business. But you want that keyword to link over to your Web site later in the release. It’s important that you can’t be cute in your search engine press releases because it’s all about using keywords and phrases people would search for on Google to find you.

Have I missed anything here? Leave a comment if you want to make other suggestions or even ask about headlines you’re pondering over.

Also, check out the new press release writing service offered by UnderstandingMarketing.com. Let us know how we can work with you on your press releases. Email info (at) understandingmarketing.com for more details.