Headlines and Action

This is the conclusion of a four-part series on press release headlines. You can find links to the first three parts of this series here:

Part 1: Assembling Headlines
Part 2: Serving a Full Sentence
Part 3: Headline Headstones

This week we'll focus on the words appearing in press release headlines. Space is a premium in every headline, so you will want to choose your words carefully. The verbs you use, along with the tense you use them in, are extremely important.

News is immediate and your headline should reflect this by sticking with powerful present tense verbs. Writing in present tense helps establish a sense of urgency by telling the reader about news in progress. Past and future tense do not create the same sense of immediacy.

Past Tense

If your press release is about an event that has already happened, it’s good practice to still write your headline in present tense. Past tense can indicate to the reader that your news has already come and gone. Your headline should never sound like old news. Here are a few suggestions for rewriting past tense headlines:

Past: John Doe Appointed to Local College Board of Trustees
Present: Local College Appoints John Doe to Board of Trustees

Past: Residents Invited to Sign Up for Village Fundraiser
Present: Village Invites Residents to Sign Up for Fundraiser

Past: Senator John Doe Accused of Violating State Contract
Present: State Accuses Senator John Doe of Violating Contract

Past: Area Man Honored by Local Mayor
Present: Local Mayor Honors Area Man

Past: State Organization: Program Called "Revolutionary"
Present: State Organization Calls Program "Revolutionary"

Future Tense

If your press release is about something that hasn’t happened yet, try to avoid using future tense. Again, stick with present tense verbs. Whereas past tense gives readers the impression your news has come and gone, future tense can make readers think they have more time than they really do. Here are a few suggestions for rewriting future tense headlines:

Future: College Student to Compete in National Marathon
Present: College Student Competes in National Marathon

Future: Budget Cuts to be Addressed by Hospital Board
Present: Hospital Board Addresses Budget Cuts

Future: Area Theater to Host Award-Winning Author
Present: Area Theater Hosts Award-Winning Author

Future: Governor to Join Businesses and Promote Illness Awareness Day
Present: Governor Joins Businesses to Promote Illness Awareness Day

Future: Construction Opportunities to be Highlighted in Roundtable Discussion
Present: Roundtable Discussion Highlights Construction Opportunities

Active Verbs

Now that we’ve discussed how to use present tense verbs, it’s time to talk about selecting the best present tense verb for your headline.

The verbs you choose should be definitive, and leave no room for doubt in your readers’ minds. Powerful active verbs will drive your point home. They clearly label your press release as newsworthy and establish a sense of urgency.

Here’s a list of active verbs which appear in headlines frequently (click to see examples):

Acquires
Addresses
Adds
Announces
Applauds
Appoints
Awards
Blasts
Calls On
Celebrates
Closes
Delivers
Endorses
Enhances
Hires
Honors
Hosts
Introduces
Issues
Joins
Launches
Opens
Participates
Praises
Presents
Promotes
Receives
Recognizes
Recommends
Releases
Reports
Says
Schedules
Seeks
Signs
Teaches
Unveils