Yesenia Reinoso, Founder and Principal at Y Communicate, talks about how press releases are no longer just written for journalists. In this clip, Reinoso discusses the secret formula for crafting engaging headlines, subheadings and quotes which can capture AI and human attention effectively.
These tips are part of the session "The New Press Release: Adapting Media Materials for Social, Search and AI Aggregators."
This session was part of the PRNEWS PRO Online Training Workshop: "AI-Powered Media Relations: Trends, Tools and Tactics for What's Next"
Watch the full session at this link.
Full transcript:
When the press release...when you type it up and you figure out ways as to how you can make your headlines, your subheadings, and your quotes much more engaging and easily accessible for both the human and the AI to accumulate, it is really important that communications professionals follow the, uh, follow this in structures and patterns. So the secret formula to develop a very powerful headline, subheading, and quote for it to be accessible by, uh, by the AI search engine or other digital platforms is by, uh, by summarizing it into 3 parts: entity, action, and outcome.
The entity, action, and out- and outcome is the formula for where, how you could create your own, uh, your own powerful headlines. And in addition, you can also create your subheadings, which is below the headline where you really need to put a heavy emphasis on the 5 Ws and the one H all together in one sentence.
So in addition to the headlines and the subheadings where again, you need to have the 5 Ws, the who, what, where, why, and how all summed up in one sentence, you also have the opportunity to look at quotes. So when you create your quotes, you wanna ensure that it is uniquely insightful and it has a concrete fact. Also, when you're developing your headlines and, um, and subtitles and quotes, you also wanna make sure that they have a front load core claim where the you wanna ensure that your nouns are closely to the verbs for clarification, and it helps both of both humans and AI para-safe, uh, parsing.
And finally, the preference, where you wanna ensure that every vo- uh, every vocabulary and as well as numbers are pretty much, uh, in plain terms. So now when developing your, uh, your primary headlines, subtitles and quotes, uh, in, um, in press releases, there's also areas where you want to avoid. So you wanna ensure that to avoid any kind of puffery such as words such as game-changing, groundbreaking, et cetera, ambiguous pronouns with uncle- uh, with unclear reference, uh, splitting the claim and qualifier together, vague timing, like for instance today, next week or soon.
So, uh, it's highly recommendable that you use exact dates, and overlong senten- and overlong sentences. So you really want to aim, uh, for up to 22 to 26 words within a sentence. You don't want to overwhelm or overpower the in- uh, individual when they're, when they're reading your release.
Nicole Schuman is Managing Editor at PRNEWS.