How to write press release headlines, display copy

Reach flippers, skimmers and other nonreaders with words

Press release headlines — They’re not reading 67% of media audiences skim — they don’t read — news online, according to a survey by Harris Interactive Poll. Reach flippers, skimmers and other nonreaders through headlines, decks, bulleted lists, links and visuals. Image by fizkes

How people read news online

People skim and scan text in online news

People skim and scan text in online news

Only 19% read word-by-word

Skimming along: Just 19% of participants in a Harris Interactive poll read articles word-by-word. Many more skim mostly headlines or the full article.

Use microcontent to make PR writing skimmable
	Try these press release headline tips Make news heads short, active and free from hype Heads up! It’s the most important real estate on the page. It’s what journalists (and readers) see first. It gets more Google juice than other copy. Use best practices for news release headlines.

	When to use a bulleted list A list of reasons to list lists What is the purpose of a bulleted list? Here’s a list of reasons to write lists.

	How to write press release links Create nofollow links, anchor links Avoid Google’s wrath: Format press release links for news portals.