Know-How Exchange : Advertising/PR

With "Knock" in your name....

What about:

Head: Airport Knocks, Opportunity Answers
Subhead: Ireland West's Airport Knock Logs Busiest Month Ever

Good luck :)

Dear Donal,

Which publications is your media release going to? I'm asking this because you just might want to leave the catchy headlines to the features editors of the publications you're targeting.

The purpose of a media release is to give news, not necessarily
to be creative.

I don't agree with Mocando. I'd use the PRECISE number of people going through your airport (83,494 or whatever it is rather than "over 80,000").

From a news point of view, there's nothing wrong with "Ireland West Airport Knock celebrates its busiest month ever".

Or perhaps you'd like to go with something such as: "83,494 Passengers Agree: Ireland West Airport Knock is the Best", then go into the body of your release.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

I'm with Gary. I always worry when a press release has a "catchy" headline that the person who wrote it felt the real story doesn't have much inherent interest. And if that's the case, why would a catchy headline somehow make the story more interesting?

Why not state the facts clearly in the headline and leave the creativity up to the individual publications (who might or might not find the content interesting for their respective audiences)?

Is your desire to have the press release actually be picked up by local media, then Michael & Gary have given you great advice - stick to the facts and let the media decide how to slant the story.

If your desire is to send out press releases (for SEO reasons) and to do the publicity yourself (in ads, website, etc.), then here are some ideas for headlines:

* Knock, Knock. Who's There? 83,494 Travelers.
* People Leaving Ireland In Droves
* The Secret That 83,494 Travelers Know

Jay is right... there is a difference in tweetable / likely to get clicked online headlines and straight news headlines. I really like his first two suggestions for SEO/online friendly headlines.

(thanks, Jay, for reminding us that catchy doesn't always catch the attention of the intended audience)

Consider:

8#,### Leave Ireland West Airport Knock Behind in Busiest Month Ever

Then proceed with the facts...

jag
MarketBase

It is far more important to develop a theme (not just a headline) as to why people are flying out (and in) of Ireland West Airport Knock.

You're convenient, have many good connections, are the main international air access gateway for a major section of Ireland - that's more than a headline. The Irish Government invested €27 million (US $38.6million) of capital grant money in Ireland West Airport - that says something.

Give the reasons, so not only do you have a good story in the face of the recession - you give even more people the reasons to fly in/out of Ireland West Airport Knock.

Here's what your website says - build on that story!
It's more than just a headline -

In the last five years Ireland West Airport Knock’s position has been further strengthened as Ireland’s fourth international airport with a major increase in the number of passengers using the facility. Ireland West Airport Knock is the main international air access gateway for the West, North West and Midland regions of Ireland. The Airport has also experienced rapid developments and now serves more than 20 scheduled and charter destinations across Ireland, the UK, Europe and beyond. Ireland West Airport Knock is recognised as the preferred airport of choice within its catchment region because of the competitiveness, choice and value the Airport offers.