A press release headline has one single mission: to make the journalist read what comes next.
In a typical newsroom, a journalist receives between 50 and 200 press releases per day. They decide in 2 to 3 seconds — based on the headline alone — whether to open the release or move on to the next one. A good headline opens the door. A bad headline shuts it permanently, regardless of the quality of the content that follows.
This guide, written by professionals from the Quebec journalism community, presents the 8 headline formulas that work, 20 concrete before/after transformations, the words that attract and those that repel, and a checklist to use before every send.
If you're new to writing press releases, start with our complete guide to press release writing and our guide to the standard format.
Why the headline is the most important element of your press release
The headline serves three simultaneous functions, and it must excel at each one of them.
Function 1 — The filter. The headline is what the journalist sees in their inbox. Not the press release, not the lead, not the photos. The email subject line — which mirrors or reflects your headline — is the only visible element before opening. If the headline fails to grab attention, all the work that went into writing, building media lists and distributing is lost.
Function 2 — The summary. A good press release headline summarizes the entire news story in a single sentence. An experienced journalist should be able to grasp the essence of your announcement by reading the headline alone, without having to open the document. This is what sets it apart from a blog post or magazine article headline, which can afford to be intriguing or incomplete.
Function 3 — Search optimization. Your press release will be published online — on your website, on newswires, on portals like PPN Source. The headline will become the H1 tag and often the title tag of the page. A headline containing relevant keywords will be found by journalists searching for information on the topic in the months and years that follow.
These three functions explain why a press release headline follows different rules than a newspaper headline, a blog title or an advertising tagline. The press release headline must be simultaneously informative (function 2), attention-grabbing (function 1) and optimized (function 3) — in 8 to 15 words.
The 6 fundamental rules of a press release headline
These rules are not suggestions. They are the standard expected by newsrooms across Quebec and Canada. Breaking them signals to the journalist that you don't know the conventions of the industry.
Rule 1 — The headline contains the main fact. The journalist must understand the news without opening the press release. "Hydro-Quebec invests $2.3B in modernizing its transmission network" is an informative headline. "Hydro-Quebec makes an important announcement" says nothing.
Rule 2 — The headline is between 8 and 15 words. Below 8 words, the headline often lacks specificity. Above 15, it becomes hard to scan in an inbox. The optimal target is between 10 and 12 words.
Rule 3 — The headline is written in the present or past tense. The present tense conveys immediacy ("Quebec invests $45M"). The past tense is appropriate for accomplished facts ("The City of Laval has adopted its new urban plan"). Never the future tense ("XYZ will launch a new product") — the future tense kills urgency.
Rule 4 — No exclamation marks, no ellipses, no questions. Exclamation marks scream. Ellipses create hesitation. Questions belong in magazine articles, not press releases. The headline is a factual statement, period. And in fact, no period either — a headline never ends with a period.
Rule 5 — No superlatives, no promotional jargon. "Revolutionary," "unique," "leader," "incredible," "exciting," "historic" — these words trigger the journalist's anti-advertising reflex. If your news is truly historic, the facts will speak for themselves. If you have to say it, it probably isn't.
Rule 6 — Standard capitalization, no ALL CAPS. The headline uses a capital letter on the first word and on proper nouns, just like a regular sentence. ALL CAPS ARE RESERVED FOR SPAM. Even title case (Capitalize Each Word) should be used with caution — keep it natural and sentence-like for a professional tone.
8 headline formulas that work
After analyzing thousands of press releases distributed in Quebec and across Canada, our team identified 8 recurring formulas among the headlines that achieve the best coverage. These aren't magic recipes — they are proven structures you can adapt to your news.
Formula 1 — [Who] + [action] + [what] + [number]
The most universal formula. It works for the majority of press releases.
- Desjardins launches a free budgeting app for its 7.5 million members
- CDPQ invests $200M in a fund dedicated to clean technologies
- Cirque du Soleil hires 300 performers for its new Montreal production
Why it works: the journalist immediately identifies the actor, the action, the object and the scale. No ambiguity.
Formula 2 — [Number] + [concrete impact]
A number at the start of the headline catches the eye in an inbox. Works especially well for investments, results and reports.
- $45M to modernize 12 vocational training centres in Quebec's regions
- 1,200 new social housing units approved by the City of Montreal for 2027
- A record $4.2 million raised by La Guignolee des medias 2025
Why it works: the number creates an immediate mental anchor. The reader grasps the scale before even understanding the details.
Formula 3 — [Appointment/Departure] + [person] + [position] + [organization]
The standard formula for leadership changes. Sober and direct.
- Julie Bherer appointed President and CEO of the CCMM
- CAE CEO Marc Parent announces his retirement after 15 years
- Nathalie Bondil joins the Musee national des beaux-arts du Quebec as Director General
Why it works: the name and the position are the two essential pieces of information in an appointment. Everything else is secondary.
Formula 4 — [Organization] + [strong action verb] + [result or announcement]
A variation of formula 1 with a more dynamic verb than "announces."
- Bombardier secures a $1.8B contract with Deutsche Bahn for 50 regional trains
- Universite Laval creates an interdisciplinary institute dedicated to responsible artificial intelligence
- BRP unveils the Lynx 2027 lineup designed for extreme winter conditions
Action verbs to favour: launches, creates, unveils, inaugurates, acquires, secures, concludes, adopts, obtains, confirms, signs, opens, expands, strengthens.
Verbs to avoid: announces (too weak), presents (vague), is proud to (promotional), is pleased to (promotional).
Formula 5 — [Event] + [highlight or novelty] + [location/date]
The formula for event press releases. The highlight differentiates your event from hundreds of others.
- The Montreal Jazz Festival unveils the lineup for its 45th edition featuring 200 free concerts
- The Quebec City Book Fair welcomes authors from 15 French-speaking countries for the first time
- The Grand Prix Cycliste de Montreal returns with an expanded route through Old Montreal
Why it works: the novelty or highlight gives the journalist the angle for their story. Without a distinctive element, a recurring event won't generate coverage.
Formula 6 — [Known problem/context] + [solution or concrete action]
Works when your announcement addresses an issue already present in the news. Creates an immediate connection with what the journalist is already covering.
- Labour shortage: Quebec to fund accelerated training for 5,000 construction workers
- Amid rising rents, Montreal converts 8 government buildings into affordable housing
- Fight against food waste: Moisson Montreal to now recover unsold food from 200 restaurants
Why it works: the journalist who already covers the labour shortage, the housing crisis or food waste immediately recognizes that this news fits their beat. The known context is the hook.
Formula 7 — [First/largest/only] + [fact]
The formula for absolute novelty. Use only when the claim is verifiable and true.
- The MAC presents the first Canadian retrospective of South Korean artist Lee Bul
- Montreal becomes the first major Canadian city to ban pesticides across its entire territory
- Quebec now has the largest wind farm in Canada with 500 MW of capacity
Why it works: "first," "largest," "only" create a factual exclusivity that demands attention. But be careful — if the claim is exaggerated or unverifiable, the headline destroys your credibility rather than building it.
Formula 8 — [Recall/crisis] + [product/scope] + [reason]
The formula specific to crisis communications. Complete transparency from the headline is the only credible approach.
- Voluntary recall of 12,000 units of Omega-Sante 3 supplement due to a labelling issue
- Safety notice: defective heating elements in 8,500 dryers sold in Canada since January
- Temporary closure of the Montreal metro Orange Line between Berri and Lionel-Groulx on March 22 and 23
Why it works: in a crisis situation, the journalist and the public are looking for three pieces of information — what, how many and why. The headline must provide all three.
20 before/after headline examples
Here are 20 real headlines (anonymized) that our team transformed. The "Before" headline is what the client submitted. The "After" headline is the revised version we distributed.
Example 1 — Investment
Why: the original contains no information. The revised version provides the amount, the project and the location.
Example 2 — Appointment
Why: the original hides the news. The revised version delivers it. The name and position are the two essential pieces of information.
Example 3 — Product launch
Why: the original is an ad. The revised version is a fact. Journalists ignore ads.
Example 4 — Event
Why: the original is an invitation, not a press release. The revised version informs: which event, when, what scale.
Example 5 — Financial results
Why: "excellent results" is subjective. The number and percentage are objective.
Example 6 — Partnership
Why: the original is anonymous and vague. The revised version names the partners, the duration and the purpose.
Example 7 — Research/study
Why: the striking number (42%) and the credible source (INSPQ) create the news.
Example 8 — Expansion
Why: a centre, a city and a hiring number are facts that a journalist can turn into a story.
Example 9 — Grant/scholarship
Why: the original is cheerleading. The revised version identifies the recipients, the amount, the funder and the field.
Example 10 — Opening
Why: the name, the location and the date. Facts instead of exclamation marks.
Example 11 — Award/distinction
Why: which award, given to whom, for which project. The journalist can write a story from the headline alone.
Example 12 — Annual report
Why: nobody opens an email for "publication of the annual report." The return figure is the news.
Example 13 — Public policy
Why: which government, which specific measure, what amount, what date.
Example 14 — Non-profit / community
Why: the amount and the number of organizations convey the scope. "Wonderful initiative" conveys nothing.
Example 15 — Sports
Why: the name, the sport, the result, the context. The sports journalist knows exactly what they have in hand.
Example 16 — Technology
Why: the concrete application (bank fraud) and the adoption figure (12 institutions) replace hollow buzzwords.
Example 17 — Tourism
Why: the percentage and the comparison create the news. "Promising season" is an unsubstantiated opinion.
Example 18 — Construction/real estate
Why: the number of units, the type of project and the specific location.
Example 19 — Environment
Why: who, what, when. Factual, precise, dated.
Example 20 — Crisis/recall
Why: in a crisis situation, opacity is disastrous for reputation. Complete transparency protects trust.
Not sure about your headline?
Send us your press release — our team of former journalists will optimize your headline and content as part of the PPN Diffusion plan at $249.
Discover the PPN Diffusion planWords to use and words to ban
Words that work in a press release headline
Precise action verbs are your best allies: launches, creates, invests, opens, inaugurates, unveils, acquires, signs, adopts, obtains, confirms, hires, eliminates, reduces, expands, strengthens, secures, modernizes, converts, distributes.
Factual novelty markers generate interest: first, new, now, starting, effective, for the first time.
Precise numbers add credibility: dollar amounts ($45M), quantities (200 jobs), percentages (up 23%), dates (May 1, 2026), rankings (3rd edition).
Recognizable proper nouns create an anchor: names of well-known organizations, cities, public figures, institutions.
Words to ban from your headlines
Superlatives and promotional adjectives trigger the rejection reflex: revolutionary, innovative, unique, incredible, exceptional, extraordinary, wonderful, exciting, historic, leader, best, cutting-edge, world-class.
Vague phrasing hides the absence of news: important announcement, important milestone, major development, wonderful initiative, good news.
Invitations and direct address signal advertising: discover, don't miss, come one come all, take advantage of.
Enthusiasm adverbs add weight without information: proudly, excitingly, very, extremely, incredibly.
The headline in the email subject line
Your press release headline and your email subject line are closely linked, but they are not always identical. The email subject line is the first point of contact with the journalist — it's what they see in their inbox before even opening your message.
Three approaches for the email subject line
Approach 1 — Use the headline as-is. If your headline is under 60 characters, use it directly as your email subject line. This is the simplest and most consistent approach.
Approach 2 — Prefix with PRESS RELEASE. Add "PRESS RELEASE:" or "PR:" at the beginning to immediately identify the type of message.
Approach 3 — Shorten for the subject line. If your headline exceeds 60 characters, create a condensed version keeping the main fact.
Full headline: Universite Laval creates an interdisciplinary institute dedicated to responsible artificial intelligence
Subject: ULaval creates an institute dedicated to responsible AI
The key is that the email subject line contains the main fact. A subject like "Press Release" or "Important Information" will be ignored. Recommended subject line length: between 40 and 65 characters. Beyond that, the subject gets truncated on mobile devices, where most journalists check their email first.
Fatal headline mistakes
Certain headline mistakes condemn your press release before it even gets read. Here are the 7 most common ones our team encounters.
The mystery headline
"Important announcement regarding our organization" — the journalist isn't going to play guessing games. If they can't understand the news from the headline, they move on to the next one.
The ad headline
"Discover the incredible new service from XYZ Corp!" — the exclamation mark, the superlative and the invitation to "discover" form the perfect trio for immediate rejection.
The overly long headline
More than 20 words, subordinate clauses, parenthetical details — the headline becomes a paragraph. If you can't summarize your news in 15 words or fewer, you haven't identified the main story.
The verbless headline
"Partnership XYZ Corp and ABC Inc." — without a verb, there is no action, therefore no news. Add a verb: "XYZ Corp and ABC Inc. sign a 5-year partnership to..."
The future-tense headline
"XYZ Corp will announce a new program" — if you're going to announce, announce it. The future tense creates distance between the news and the reader. Use the present tense.
The ALL CAPS headline
"URGENT PRESS RELEASE: MAJOR ANNOUNCEMENT FROM XYZ CORP" — all caps are the equivalent of shouting through a megaphone. Spam filters penalize them, and journalists associate them with promotional content.
The headline centred on the organization rather than the fact
"XYZ Corp is proud to announce" — nobody cares about your organization's pride. The journalist cares about the fact. Replace it with the fact directly.
The perfect headline checklist
Before sending your press release, run your headline through this checklist. If you check all 10 items, your headline is ready.
- My headline contains the main fact of the news
- My headline is between 8 and 15 words
- My headline is written in the present or past tense
- My headline contains no superlatives or promotional language
- My headline does not end with an exclamation mark
- My headline is not in ALL CAPS
- My headline includes a precise number if the news calls for it
- My headline clearly identifies who is the actor in the news
- My headline would be understandable to someone who doesn't know my organization
- I can turn my headline into an email subject line of fewer than 65 characters
If any item is unchecked, revise your headline before distribution. Or entrust it to our team — the PPN Diffusion plan includes a complete editorial review of your headline, your lead and the structure of your press release.