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Press Release - Writing the Title and Subtitle
- Captures the core announcement
- May includes a keyword
- Is one sentence
- is 1 sentence
- Expands on the core announcement
Note: These two sentences must be very focused and grab the attention of the reader.
|Formating Guidelines||Font Type||Font Size||Font Treatment||Element Location|
|Headline||Times New Roman||14 pt||Bold||Centered, below "FOR IMMEDIATE RELEASE"|
|Sub-headline||Times New Roman||12 pt||Bold, Italicized||Centered, below Headline|
This release is referring to an event in the future. In this case, always use the “To Do” verb form, as in To Ship, To Win, To Launch.
IBM to Ship World's Fastest Microprocessor
Chip in IBM's New zEnterprise System Clocks in at Record-Breaking 5.2 GHz
This announcement is about something that has already taken place. In this case always use the present form of verb as shown above. Never say “IBM Completed Acquisition".
IBM Completes Acquisition of Sterling Commerce
Expands IBM's Integration Portfolio and Cross-Channel Commerce Software for Marketing, Selling and Fulfillment
Note: how some articles (“the”, “this”, etc...) are dropped as unnecessary. In the subtitle in both of the press releases above, proper English would dictate something like “The chip in...” and “This expands IBM’s”. In press releases, articles at the beginning of sentences are usually implied and not explicitly shown.
Rules about Headlines and Sub-Headlines:
Conventional press release headlines are present-tense and exclude "a" and "the" as well as forms of the verb "to be" in certain contexts.
Press release headlines should be written in title case. For CloudCrowd's purposes, implement title case by capitalizing all non-preposition, non-article words. If a preposition or article begins the headline, then capitalize the headline.
Headline Writing Tips
The simplest method to arrive at the press release headline is to extract the most important keywords from your press release. Now from these keywords, try to frame a logical and attention-getting statement.