Why Headlines Matter More Than You Think

You landed press. Great placement, solid quote, strong article. But here’s what most brands overlook: the headline is doing just as much work—sometimes more—than the piece itself.

Why? Because it’s the first (and often only) thing people see. Whether someone reads the article, shares it, or clicks away in a second often depends on how that headline lands.

Here’s why the headline matters:

1. Headlines frame the narrative.
Even if the article is glowing, a vague or misleading headline can shift perception. A strong, clear headline reinforces your positioning and tells readers exactly why you’re worth paying attention to.

2. Headlines travel farther than the article.
On social media, in newsletters, in Google search results—the headline is what gets shared, quoted, and screenshotted. If it doesn’t land well, it can cost you visibility and impact.

3. Headlines influence trust and authority.
Being featured in a top-tier outlet is valuable—but the words used to describe you set the tone. A headline that positions you as an expert can instantly build credibility with your audience.

This is where PR strategy comes in. A seasoned publicist doesn’t just pitch a story—they shape the story. They help craft a narrative that appeals to both the reporter and the reader, increasing the chance that your brand is framed in the best possible light, from headline to close.

So next time you're aiming for coverage, think beyond the quote. Make sure you’ve got someone in your corner who understands how to shape the story from the top down.

That’s what we do.