There are many ways of looking at a media release. The bottom line is it’s a release of information designed to get media interested in your story.
So the first thing you need to do is have an attractive and catchy headline.
Some people will tell you a headline should only be one line. That’s simply not true. A headline can be as long as you need it to be – so long as you are summarising the story and giving the reader a clear picture of what the story is about.
At Media Key, we frequently write headlines that may run for three paragraphs or more. This has never been to the detriment of a PR campaign. The key is to capture …