“PR professionals need to push back on their clients and explain that writing long headlines may not catch the attention of more readers. On the contrary, it may mean that readers never find the news.”
— Schwartz MSL
How can you reach nonreaders with PR copy?
People skim 67% of news, according to a recent Harris Poll. Just 19% read news word-by-word.
So how can you craft PR pieces that get the word out to flippers and skippers?