How to Write Headlines for Business Press Releases that Excite

Press releases are not just words on a page. They are a strategic communications medium that can shape public perception, drive business growth, and ultimately set the narrative for your brand’s success.

Crafting an effective headline for a business press release is both an art and a science. It requires a delicate balance between capturing attention and conveying essential information without veering into overt promotion. A well-constructed headline not only piques interest but also ensures that the press release garners the desired media coverage. This article delves into the technical aspects of writing compelling business press release headlines, exploring their key elements, optimal length, cultural variations, and best practices to avoid an advertorial tone.

The Power of a Great Press Release Headline

A well-crafted headline is the cornerstone of your press release. It encapsulates the essence of your story and sets the tone for what follows. In business journalism, where the competition for attention is fierce, a headline must do more than simply inform—it must engage, persuade, and intrigue. When done correctly, it not only grabs the reader’s attention but also boosts the SEO performance of your release, increasing its visibility online.

The headline is your first opportunity to make an impact. It needs to be clear, concise, and reflective of the key message you wish to communicate. It should be exciting enough to draw interest without crossing the line into overt advertorial territory.

Elements of an Effective Business Press Release Headline

To create an impactful headline, several key elements must be considered:

1. Clarity and Conciseness

Your headline should quickly convey the main point of your press release. It must be easy to understand at a glance. Avoid overly complex language or jargon that might confuse your target audience.

2. Relevance and Focus

Identify the core message of your press release and ensure the headline reflects that message. Whether it’s a new product launch, a market expansion, or a significant acquisition, the headline should focus on the most newsworthy element.

3. SEO Optimisation

For online visibility, incorporate relevant keywords that your target audience is likely to search for. Phrases such as “business press release,” “eco-friendly cleaning,” or “crypto market shakeup” can help improve search rankings. However, balance is key—you must integrate these keywords naturally without sacrificing readability.

4. Emotional and Intellectual Appeal

While your headline should remain factual and objective, it must also evoke interest or curiosity. Using numbers, compelling adjectives, and even a touch of urgency can enhance its appeal.

5. Brevity

Most experts recommend keeping headlines to no more than 70 characters or roughly 10–12 words. This ensures that the headline is succinct and easily digestible, particularly on mobile devices.

6. Tone and Style

The tone should be professional yet engaging. Avoid language that is overly promotional or advertorial. Instead, aim for a balanced tone that reflects both the significance of the news and its potential impact on the industry.

Balancing Excitement Without Looking Advertorial

One of the major challenges in headline writing is striking the right balance between excitement and objectivity. A headline must be engaging to capture attention, but it should not come across as a sales pitch. Here are some tips:

• Avoid Excessive Superlatives: Phrases like “world’s best” or “unparalleled” can sound hyperbolic if not supported by the content. Instead, use specific details or statistics.
• Focus on Facts: Base your headline on verifiable facts. This builds credibility and appeals to journalists and readers alike.
• Stay Neutral: Even when the news is exciting, maintain a neutral tone. Let the facts speak for themselves rather than resorting to sensational language.
• Test Your Headlines: Run your headline by colleagues or potential readers to gauge their reaction. Feedback can help you refine the tone to ensure it excites without crossing into advertorial territory.

Technical Considerations for Crafting Headlines

When it comes to technical aspects, there are several factors to bear in mind:

Maximum Length

• Optimal Character Count: Aim for a headline that is no longer than 70 characters. This helps ensure that it displays correctly on search engine results pages (SERPs) and social media platforms.
• Word Count: Ideally, keep your headline to 10–12 words. This brevity aids readability and ensures that the key message is communicated effectively.

Punctuation and Capitalisation

• Avoid Excessive Capitalisation: Stick to standard title case formatting. Overuse of capital letters can appear aggressive or gimmicky.

Readability

• Simple Language: Use plain language that can be understood by a broad audience.
• Active Voice: Whenever possible, use active voice to make your headline more dynamic and engaging.

Global Variations

• Cultural Differences: Be aware that headline styles can vary by region. For example, UK headlines may favour more reserved language compared to the more dynamic style often seen in US media.

Localisation: Consider local spelling conventions and measurement units. Using UK spelling and appropriate local references (e.g. “metres” instead of “meters”) can improve relatability with your target audience.

Case Study: Impact PR’s Headline Excites PM

A notable example of effective headline writing comes from Impact PR’s work for client Malabar Gold & Diamonds, a US$6bn retail chain entering the New Zealand market. The headline we crafted was:
“One Of World’s Largest Jewellery Brands In $75m NZ Retail Expansion – Following UAE FTA”This headline was not only concise and informative, but it also managed to capture the essence of the story. It highlighted the scale of the expansion and linked it to significant geopolitical developments, namely the UAE Free Trade Agreement. The headline generated nationwide visibility and the New Zealand Prime Minister Christopher Luxon remarked in a video, “it was headlines like these that got him really, really excited.” This serves as an example of how a well-crafted headline can generate buzz and attract attention from high-profile figures and major media outlets.