Bus Found On Moon, Freddie Starr Ate My Hamster, Elton Takes David Up The Aisle….there’s been some iconic news headlines over the years that everyone can remember. We all love to chuckle over a clever or cheeky headline. So, PR clients sometimes ask why their PRs aren’t a little more creative with their press release headlines.
Well it’s not that we’re boring and unwilling to put in the effort. I’ve always worked on the basis that press release headlines need to be functional, not entertaining. A good headline must do the job of letting journalists know what the story is about – as quickly and as clearly as possible. So clever puns or cryptic headlines – no matter how witty – are in fact a big no no!
And of course the best journos will seldom want to take your headline straight off the same press release that their competitors might be receiving. They’ll want to develop their own hook and story angle and come up with a headline that matches the style of their publication.
So, rather than ask whether the headlines written by your PRs are creative. Ask if they convey the key point of the story as clearly and succinctly as possible. Job done.
The above advice typically applies to press releases i.e. announcements pitched at journalists – who spend their time wading through hundreds of PR headlines a day. If you’re writing releases for your website or to place on a newswire, then I think there’s probably more room for creativity in your headlines. Although if they’re too cryptic or clever (or clickbaity) you’ll still find your story will get ignored.