Let’s continue our press release series by examining two short but important sections of the press release: the subheading and the dateline.
How To Write a Press Release Subheading
Your subheading is a summary of your news. It follows directly after the headline. Search engine results and some press release distributors will only show your headline, subheading and link, so it’s important to get your point across quickly. When writing a subheading, you should:
- Summarize your news story.
- Think: if this is all someone reads, what do they need to know?
- Include your keywords as close to the front as you can while still sounding natural.
- Be no more than 2-3 sentences long.
- Use sentence-style capitalization. Capitalize the first word and any specific names only.
Press Release Subheading Examples
Headline: Dan Solin Joins The BAM ALLIANCE and Buckingham Asset Management
Subheading: Bestselling author and financial blogger Dan Solin has joined The BAM ALLIANCE as director of investor advocacy and Buckingham Asset Management as a wealth advisor.
Headline: GAIAMTV.COM Launches Complimentary 30-Day Connect 2 Happiness Campaign
Subheading: GaiamTV.com’s Connect 2 Happiness campaign offers one simple resolution: for the next 30 days, resolve to be happy!
Your Dateline line comes after your subheading, directly before your first body paragraph. It includes the city and state where the news occurs. It also includes the date in Month Day, Year format (January 1, 2013).
Some services will have you add the name of the press release distributor in parentheses. Many press release services insert this automatically. However, if you have to insert your own, it should look like this:
Dallas, TX January 1, 2013 (PRWeb) [Content of your press release goes here.]
Dallas, TX January 1, 2013 [Content of your press release goes here.]
After the dateline, you have the body of the press release. It’s the heart of the press release. It’s also the most difficult part for most people to write. We’ll tackle the body in the next section.
Have any questions about writing press releases? Let me know in the comments, or use the contact form to shoot me an email.