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Base your headline on what people are searching for at Google and Yahoo

Your headline should prove to your intended audience that the press release is relevant to them. This is what they will see in the search engine results pages. It should contain strong terms that convey the basic elements in the press release.

Examples of weak headlines include: 

• Today is the start of something great.
• ABC Company begins a new phase of its growth
• One-of-a-kind service launches today 

Examples of strong headlines include:

• ABC Company begins production of molecular defibrillator for saving heart attack victims
• Real estate agents earn more with ABC Company's SuperAgent software
• ABC Company wins US Florists' Hall of Fame award

The headline is a crucial part of an online press release. Don't be afraid to spend some time crafting it.