Press Release Tip 29
No “mystery meat” headlines
Welcome to Module 5 where you’ll learn to write compelling headlines.
When I interviewed publicity expert Marcia Yudkin, she cautioned against using what she calls the “mystery meat” headline.
It offers no clue as to what the release is about. It’s vague. And in an attempt to stir the reader’s curiosity, the press release writer ends up confusing the reader instead of enticing.
Marcia offers these two examples of “mystery meat” headlines which she found online:
The house that pun built
Turning Wall Street on its ear
I have no clue about what either of those two press releases is about, and I’ll bet you don’t either.
Write a headline that explains your message so clearly that no one would question what it’s about. Shoot for 70 to 80 character ins the main headline. The subhead can be longer.
Opportunity #29 to write a press release: A grant you receive
Companies, nonprofits, colleges and universities, students, employees or anyone who receives a grant should write a press release about it. Include the details about what you did to receive it. Did the student get straight As? Is the nonprofit using the grant to provide more services? Is a company using money from the grant to do research?
Schools, colleges and universities, which should be cranking out lots of press releases about their grants, have 14 other opportunities to generate publicity. I explain them all in “Special Report #15: Publicity Tips for Schools, Colleges & Universities.” Only $7. Even veteran PR folks will find an idea here.
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Next: Include sub-heads.