Dec 21, 2012

Content We Love: AOA Sends Kids to Med School!


“Content We Love” is a weekly feature written by a team of our content specialists.  We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice.  In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

The holidays. Ahhh. It’s a magical time of year if you ask me. Yet it can be a huge challenge to stay relevant and current while the world as we know it is very distracted by tinsel.

Much to my delight, the release by the American Osteopathic Association about a mini-medical school stopped me in my sleigh-tracks!

Kids Bored at Home Over the Holidays? Send Them to Medical School

Headlines are paramount in press releases. Sometimes the headline is the only thing visible to an audience, not the entire release. Insert hook, line, and sinker. Therefore, a headline needs to not only explain the release, but connect with the audience!

This release very well could have read, “New online school for children to learn of anatomy and physiology”– but AOA took what is on our minds most right now (the holidays) and made it relevant!*

Now that the release has our attention…

  • What before my eyes did appear?
  • A bulleted-list, something I hold so dear!

Bulleted lists are important in a release because it breaks up the massive blocks of text. Text is required to tell the story. But we must never forget of the visual world we live in. The bolding with the bulleted list puts information in bite-sized pieces. Only way to finish the feast is one bite at a time. Bon Appetite!

So whether you’re making a list (and double-checking it), making a holiday meal, or looking for med schools to enroll your children in for the holidays, deck your halls and arm your releases with components that stand out. Tell your story to the world– with great headlines and wonderful bullets!

Big thanks to American Osteopathic Association for providing a great release for us all to read!

*Writing your release and want a better headline? My team can actually help with that! Ask us about HeadlineMax on your next release.

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on or on twitter

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