The headline on a media release will determine if a journalist reads your story idea or not. The best headlines take a strong viewpoint and sum up what the story is about.
For example the headline “Wine Addiction Soaring Amongst Mums as Dry July Beckons” is making a statement about a problem affecting a specific group.
It had three television networks wanting the story as well as print and online within two hours of it being sent to the media.
The worst mistake you can make with a headline is sounding indecisive or uncertain. Make a statement, own it and publicity will come.