5 Top Press Releases from May: What Made Them Stand Out

What Works

Govee crafts a headline that includes both the general news (the new light kit) and the “so what” in less than 100 characters. Many headlines would stop after “Skyline Kit,” and while that’s a straightforward, technically accurate headline, it doesn’t provide any context or insight for anyone who doesn’t work at Govee. Taking a moment to put yourself in your target audience’s position and asking, “What would get their attention?” pays dividends when it comes to clicks and engagement. 

The rest of the release guides readers with bolded section headers and strategic links. This is a good example of the flexibility you have with placing your calls to action. They don’t necessarily have to be in the first sentence or immediately after the first paragraph. If you include them in or near a section of the release that naturally draws the eye—like the bulleted list here—readers will already be there, and the clickthrough is a natural next step for them to take. 

And, of course, any new product announcement requires an engaging piece of multimedia. Here, a colorful environmental photo helps readers imagine how they could incorporate the lighting into their home. 

What Works

Just like Govee, Novo Nordisk builds out what could have been a short, blunt headline with context that conveys the impact of the news, as well as keywords that its target audience is most likely to be searching for online. (If you Google “oral semaglutide,” this release is on page one of search results.)

We’re seeing more companies opt for two or three bulleted subheadlines to provide additional highlights, as Novo Nordisk does here. This mirrors what many news outlets do for their readers, providing an “at a glance” or “need to know” list after the headline. Showing you’re familiar with your media contacts and their audiences and formatting content similarly (when it makes sense to do so) is one of the best things you can do to be a helpful comms partner.

What Works

Third time’s the charm with a compound headline. Again, especially with this type of “hard” material news, we typically see the short version of this headline (that ends after “Foot Locker”). And while these two companies are prominent enough to draw clicks on a limited version of the headline, DICK’s builds in important context—what does this acquisition mean for stakeholders and customers—while staying within the ideal character length.

For lesser-known companies, it’s critical to proactively add the impact to the headline to stand out from other content and generate engagement and interest.

This release also proves that bullets aren’t just for lighter or consumer-focused news. They are incredibly useful in “traditional” releases like this, highlighting the most important details and impact, allowing journalists, investors and other stakeholders to quickly skim and digest exactly what they need to know. 

What Works

“Reveals” is one of the best headline verbs for your money—in seven characters, you’re telling your audience that if they click, it’ll be worth their while. 

Fortune places links mindfully throughout the release. The first one is a clear directive to the full list, while others are woven both above and below the Top Ten list. The number of links and their spacing allow readers to work through the release without being inundated with suggestions to click or having to plod through multiple paragraphs without any opportunity to engage. Most importantly, each link has a specific purpose connected to the overall theme of the release. 

What Works

In our content workshops, we always talk about how something as simple as a diverse action verb can make a headline stand out. Here, Cracker Barrel goes with “Commences,” which in addition to being fairly rare in headlines, conjures the official kickoff of summer, the start of something fun. 

Cracker Barrel opts for the gallery template on prnewswire.com—one of three complimentary options on our site—to best display their multimedia. Readers can view all the options at a glance—a good strategy for restaurant- or food-based imagery. 

And there’s a reason why the majority of our top releases feature bullets and strategic bolding – they immediately provide the information your audience wants most.