Whether it be a downturn in a particular industry, e-commerce or the rising cost of heating fuel, if it holds relevance for what you are trying to get across, don't be afraid to play the 'headline card'. Make your headline speak The beginning of any press release will have a headline. Though no more than two lines, it can be a very effective tool in grabbing attention. County, Nova Scotia Over 300,000 Tourists to Come to Nova Scotia in 2004 for the 3rd Acadian World Congress Headlines should be action driven. If you are talking about jobs, revenue, tourists, etc.
Reporters work with facts.
They like things to be concise and to the point. In your headline try to demonstrate rather than describe an issue. Detail should be in the body of the press release not in the headline.