Newspapers and internet media don’t have headline writers for nothing. It’s a specialized craft within a craft and the key to capturing the reader’s attention. In online public relations, an important tool to gaining the media’s interest is a good email subject line. Many of the same principles for headline writing apply to email subject lines. Putting some real thought into creating a compelling subject line can make the difference between an editor or reporter reading the press release or deleting the email.

To get the most bang for your email buck, first review the release. Think how to best craft the subject line to encapsulate the newsworthiness of the story idea. Writing the subject line sentence in the active tense is usually best for making a point. And a line that is provocative, counterintuitive or contrary will often get the recipient to examine it twice. It’s also a good practice to revisit the line to see if it can be edited to be more concise. While a short sentence line is preferred, it is not always possible, especially when there is a more complex point to be conveyed.

The following email subject line was key in getting the attention of a Los Angeles Times editor and subsequent news coverage for a client in the senior living industry.

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While not every subject line can be a work of art, it’s good to keep in mind the importance of their impact - or lack thereof.