Writing an effective headline or email subject line is a target every PR practitioner has aimed for and missed at some time in their career. Meanwhile, the Kamala Harris presidential campaign is wracking up bullseyes right out of the gate. There’s a formula it uses consistently to hit the mark—and communicates volumes about who this candidate is, and what she stands for simultaneously. In a word, it’s brat.
Brief and BS-free
Before the content in an email or press release or statement can ever hope to see the light of day, the headline needs to break through to reporters and readers bombarded by literally hundreds of them a day. A good headline needs to grab attention and get to the point fast. Like this one in an email from the Harris campaign on July 25: “Statement on 78-Year-Old Criminal’s Fox News Appearance.” The former prosecutor doesn’t waste words spelling out key contrasts between her and her opponent in a compelling way. With a great economy and without even using his name, Harris calls former President Donald Trump an old, convicted felon. Nine words, two key messages, zero BS.
Relevant and Repeatable
The best lines of a moment and easy to remember, repeat and share, like this gem from July 27th: “Statement on Trump’s Unhinged Speech in Minnesota.” This highly quotable headline signals Harris is up to owning her opponent by pointing Trump’s own words back at him. These types of headlines can go far as shares on digital media.
Furthermore, her “Statement on Trump’s Promise to End Democracy,” issued the same day, is another effective example of tapping into the current national conversation and hitting back at her opponent. She and her team are clearly leaning into lessons learned from young creators on TikTok to write how people talk and create content that keeps them talking.
Authentic and Accurate
Harris’ subject lines also go a long way toward defining what makes her different and unique as a candidate. These are not your father’s—or President Joe Biden’s—subject lines. They capture the personality of this candidate. Like Harris herself, who is quick with a laugh, her headlines use humor to call out her opponent.
Her July 25 statement targeted Trump's vice president pick, Ohio Sen. J.D. Vance. The message, wishing everyone “Happy World IVF Day to Everyone Except J.D. Vance,” demonstrated a fresh, smart, savvy and authentic new political voice. The campaign understands how to talk to the young people it needs to engage to win, while still being her Converse-wearing, dance-like-no-one’s-watching self.
The Harris campaign wishes a happy IVF Day to everyone except for @JDVance pic.twitter.com/Oh8hITubWW
— Kamala HQ (@KamalaHQ) July 25, 2024
Timely and Targeted
The World IVF Day headline also exemplifies the best practices of being timely and targeted. Hot on the heels of trending internet memes of Vance blaming everything on childless cat ladies and calling for extra votes for parents, the Harris campaign takes careful aim with this pointed headline. Harris knows who she’s talking to, and if the recent grassroots gatherings of women and the numbers of young, first-time donors and voters registering are any indication, they are listening.
Above all, the Harris campaign's lines are consistently clever, displaying a deep intelligence, and illustrating that this candidate understands that she exists in the context of all in which we live and what came before her.
Kellie Murphy is a managing director at Scott Circle Communications.
[Editor's Note: The writer’s views do not necessarily reflect those of PRNEWS. We invite opposing essays from readers.]