Improve Visibility Through Press Releases Part 4B: Writing a Sub-Title

Writing a Sub-Title

Under the title of a press release is a critical section called the subhead. The subhead is two lines of text, written in italics that gives more depth of detail to set the tone for the rest of the release. It supports the title while being a bit more descriptive. 

Don't Try To Stuff The Title With Too Much Detail

The title needs to be just the facts. You have the subhead area to be more creative and help lure the reader in further. 

Don't Underestimate the Significance of Subheading

Your subhead is a description for the title. And may also be the space where you state organization or person behind the release if that was not included in the title.  The title may have space for the organization's name so the subhead clarifies the release.  Some media outlets do not publish a release if the organization writing the release is not clear in the title and or the subhead.

The reason for this is twofold. One, it helps ensure the integrity of the release because it keeps transparency. Early in the contents the reader sees the organization behind the release. 

Don't Exceed Two Lines of Text in Sub heading

Subheads can be edited as the full release is being written. I recommend that you don't exceed two lines of text. It's a wonderful opportunity to expand on the title and another place to strategically include key phrases to help with search visibility.  

Keep Going Back To Title and Sub-Heading During Writing Process

I suggest you put in a subhead to keep the writing process rolling, but don't be afraid to go back and edit, if you can find a way to say something better, more powerfully and more succinctly.