Headline writing for press releases

© iStockphoto.com/Shawn Gearhart

Andrew Hindes at PRNews asks three editors what makes a good headline and puts their tips in this blog post. “Avoid fluff or padding,” says Lisa Horowitz, copy chief at the L.A. Weekly. “Don't put the entire story in the headline — one of the main goals of a headline is to entice the reader, without spelling out everything the story has to offer.” The journalist should know just enough from reading the headline to determine if the story might be of interest.