The header of your press release should be the strapline that the press will use (so they can simply copy and paste if need be).  Here’s two examples

“The Waking Hours To Embark On Full UK Tour”

“KopyrightKriminals To Release Debut Album This December”

Some journalists will rewrite this headline so it won’t be the same as everyone elses! When writing articles journalists often use a sub header or two (one of which could be a quote). The idea is that it entices the reader by giving them a little more info encouraging them to read the full story.  Here’s an example in the Guardian

So taking our first header as an example. A journalist is more likely to read the full press release if the header contains a little bit more information to encourage them to read on.  Like this:

“The Waking Hours To Embark On Full UK Tour”

• 10 date tour culminates in Glasgow at the legendary King Tut’s Wah Wah Hut
• “The best new band in Britain” Steve Lamacq – BBC 6Music

We’ll cover the main body of the press release very soon.