Tips Make Your Headlines Hook the Readers

If you're sending in your work with a stunning headline, remember that the editorial department will probably change it before it hits the newsstands. 

However it will initially tempt the editor into giving your press release heavier deliberation if you present him with a first impression that makes him curious about the rest of your story.

Let's break it down into three ways an editor might initially view your work:

Leading Line

A lead is the actually the first sentence of the main body of content in your story.  It should be respected as the most powerful sentence on your paper, as it will almost single-handedly make or break your submission in one swift move.

There are crucial elements your lead must contain in order for it to achieve maximum effectiveness for your readers.  Most editors will look at your lead, and from that, expect to know what your entire press release is about.

In order to accomplish this, you have to include the who, what, when, where, and why (or how) in that very first sentence. There are two ways to form your lead sentence: 

Dallas, TX - Corporation XYZ will celebrate their recent success in the Greeting Card industry by hosting a party for all 100 employees at the Hilton Hotel on Main Street at 8:00 PM March 11th.

This sentence covers the who (Corporation XYZ), what (a party), when (March 11th), where (Hilton Hotel on Main Street), and why (because of their recent success in the Greeting Card Industry).  Don't make the information run into two separate sentences  Tell the reader all of the main points in the lead sentence, and they will gather additional information in the body of the content.

Editors and readers alike will be able to tell from that one sentence whether or not you're a professional, and if your work deserves further time and consideration.  But if you're having trouble developing a quality lead, get main body finished, it will be easier for you to gather the key issues and facts for your opening sentence.

Second method of developing the lead is to try to include the most interesting facts in a punchy, appealing manner.  Start with one of the five W's - more specifically, the most important W: "Corporation XYZ will host a celebration at the Hilton Hotel on March 11th to honor their newfound success.

2)Teaser As An Headline

A headline is usually an incomplete sentence that tops the story and stands out in bold print for the reader to see.  It comes before the lead sentence in print, and normally doesn't give a variety of facts, but instead offers a hint as to what the item is about. Some examples include

Example 1: "Two dead in ten car pile-up." or
Example 2: "Boy recognized as local hero."

Notice the lack of details in a headline format.  Headlines are what sell newspapers - the editors and other news staff will devise those.  Your job is to sell your particular story to the reader.  Since you have no control over the headlines, concentrate on working your content to the best possible format. 

When you send in your press release, your main objective should be to provide newsworthy information that the editor will view as imperative for their readers to know.  Leave the rest the staff. However, to increase your chances of acceptance, a strong intro, followed by a basic news format for the main content, will add strength and credibility to your submission.

3) Slugging to Sell

A slug is a bit of information that allows an editor to easily identify your piece.  If the organization you're writing for is holding a fundraiser for needy families in the community, then the slug, which would appear in the upper left-hand corner of your paper, would read: Corporation XYZ Fundraiser. 

Obviously, a slug reading "Cash Found" will garner more interest than "New Lawn Company."  Finding the best possible slug for your story will allow the editor to add your piece to the higher-ranking items, but it's important not to lie in order to trick the reader into continuing their time with your piece.

It might help to think of your lead as a summary of your entire story.  Your press release is actually two items - the lead, and the body.  The body is a fleshing out of the lead, which states the most important factors of the news piece itself.

When the editor decides to use your press information, but learns that he only has a limited space to devote to your topic, he or she will tell the editorial staff to cut it from the bottom up.  Therefore, put any information, which is expendable in the last paragraph of your press release.