Focus, focus, focus. Headlines and Leads Put a headline on your release if you want. It only serves to flag what the release is about. Do not hold illusions that this will be the headline actually used. It never will be.
Headlines are a stickety wicket.
They can be unrelated to the story and can put a spin on your news that you never intended. But, headlines are not, I am told, written by the reporter. They are written by a copy editor who puts on the headline after the reporter has submitted it. Don't bury the lead. The first line and paragraph of your release should state the who, what, where, why, etc. of the piece.