May’s top releases shared a common thread: big shifts met with clear, actionable solutions. Readers gravitated toward stories across multiple industries that promised stability, access and forward momentum.
Here’s a closer look at the stories that generated the most clicks on prnewswire.com last month and the best practices that helped them resonate.
United wasn’t the only airline to step up to assist Spirit passengers and employees after Spirit’s sudden shutdown, but it did set itself apart in how it chose to communicate that message.
Framing the announcement as an open letter to Spirit customers and employees makes it conversational, empathetic and human. It speaks to readers rather than about corporate action, even if the key points are the same. In just under 300 words, United conveys locations, prices, dates and next steps in a tone that also allows it to highlight its values and point of view.
For the second consecutive month, our top stories include a different take on shareholder activism content. Though the letter is addressed to GameStop’s CEO, it’s speaking directly to investors, analysts and the media, including a second line that eBay’s board chairman knew would be quoted in earned media coverage (and which I am now aiming to use in my own life at least once a day).
The rejection letter may be far more pointed than the average M&A update release, but it also leaves no room for ambiguity. It reinforces eBay’s strength and belief in its long‑term value, whether it’s analytically outlining six specific evaluation factors or listing recent accomplishments. And even with its firm stance, the message maintains a calm, institutional tone that conveys confidence and authority.
In just under 100 characters, the three largest US wireless carriers collaborate on a headline with multi-level significance. Whether they’re curious about the consumer experience, infrastructure or how the three companies decided to cooperate rather than compete, readers are certainly clicking on that headline.
AT&T opts for a hanging dateline here, with a subheadline and key takeaways section immediately following (one of many formatting options you can play around with on prnewswire.com). The headline addresses the “problem/solution” directly – which is catnip for GEO – and the subheadline provides specifics. The “Key Takeaways” bullets provide an immediate summary for all readers, mirror how many media outlets are presenting news to their readers and are tailor-made to be cited by LLMs and appear in AI summaries.
The rest of the release features smart formatting choices, from grouping executive quotes in one section that can be quickly referenced by journalists or skipped by the average cell phone user to bolded section headers and bullets highlighting the benefits for different groups.
In the wake of Spirit’s shutdown and the sudden decrease in flight options out of its main hub in Fort Lauderdale, Allegiant’s service expansion in that region generated intense interest. Allegiant highlights new routes and introductory fares with formatting specifically designed for travelers, especially those scrolling on their phones. The “How-to” section is a simple 1-2-3 list with a can’t-miss call to action right below it.
The overall tone of the release – from the lines about keeping vacations attainable and quotes focused on consumers – fits nicely in the problem/solution framework designed to surface in AI queries and summaries.
While the headline is fairly long (as these types of medical headlines always are), the phrases and questions that people are plugging into search engines and LLMs (“Ozempic pill,” “FDA-approved,” “oral GLP-1”) are front-loaded in the first 70 characters.
Novo Nordisk knows that readers – whether it’s journalists, investors or patients – will be relying on the headline through the first paragraph to tell them what they need to know, before all the required information and disclaimers. The company lets three concise-yet-informative bulleted subheadlines serve as the “key takeaways” section here, with the first paragraph filling in the “5 Ws and H” that’s essential for AEO. And lastly, kudos for the photo that helps readers – especially patients – visualize the product and make a connection with it.
