Holidays, Health and Predictions: November’s Top 5 Press Releases
Anticipation of the holidays and what’s in store for the new year drove press release clicks and views in November. Here are the five releases that dominated the PR Newswire site this month, based on release views:
1. Black Friday Preview: Big Lots Delivering Holiday’s Hottest Bargains in November, Including 50% Off Toys
Big Lots’ massive Black Friday sale topped our November list as readers geared up for holiday and gift buying season.
What works: When it comes to Black Friday content, the headline is really a brand’s one opportunity to stand out amid the chaos of every other company sending similar news. Here, Big Lots smartly stays well within the recommended maximum of 120 characters. And rather than trying to cram every product and detail into the headline, it opts for strong keywords like “Black Friday” and “Bargains” and a number – 50% – to optimize engagement and online discoverability.
Bulleted subheadlines follow up with additional, more specific keywords – including products and specific brands – and critical information like dates and pricing. And the body of the release is punctuated with bulleted lists to make key deals scannable for harried shoppers.
Find more like this: Miss the big Black Friday and Cyber Monday headlines? Catch up here.
2. Eat, Drink and Be Merry! Red Lobster® Kicks Off the Holidays with NEW Lobster & Shrimp Celebration Featuring NEW Cheddar Bay Stuffing
The interest in seasonal indulgence continued with our second-most viewed release in November – Red Lobster’s holiday feast.
What works: Throw out headline rules here – liberal use of all-caps and a mention of “Cheddar Bay” is enough to get people excited. Add photos of the food itself as well as festive gift cards (showing how easy it is to take care of some gifts while you eat), and you’re well on your way to getting customers in the doors.
The body of the release is the standout here, incorporating a combo of bullets, section headers and strategic bolding for easy digestion of key information, whether you’re looking for help with holiday meals, gifts or just to indulge in some festive food.
Find more like this: Follow all the latest food and beverage headlines from @prnfood on Twitter.
3. 2024 will put a spotlight on the global state of democracy as more people than ever head to the polls
Pivoting slightly, here to add a little existential dread to the holidays is November’s No. 3 story from The Economist about what’s ahead in 2024.
What works: Here’s a classic example of an unbranded headline that best serves the content. The Economist team took the top theme from its analysis of the upcoming year and crafted a tight, strong headline that gets everyone’s attention. The company included its logo (which today is considered as standard a part of a release as a boilerplate) and its name in the subheadline for instant authority and utilized that subheadline for the more general news.
Many companies would be inclined to reverse the headline and subheadline because that’s how press releases have traditionally been formatted for eons. But we always counsel on following The Economist’s approach with content like this. Journalists and other readers want to know the “so what” immediately, not read another generic headline. Craft a compelling headline based on sound content and then trust that you’ll hook people without your company name.
Find more like this: The end of the year means it’s time for all the 2023 retrospectives and 2024 predictions. Catch up with the most recent survey and poll press releases.
Hot on the heels of the World Series, Rawlings issued November’s No. 4 release, the annual Gold Glove list.
What works: Annual release headlines can sometimes be tricky, without a lot of wiggle room for creativity. In a case like this, something as simple as a strong verb moves the needle. In a Cision analysis of headline views on our sites, “Reveal” generated some of the highest clicks. It’s much better than the default “Announce,” and verbs like “Reveal” promise the reader they’ll learn something interesting.
Rawlings follows the straightforward headline with a subheadline that serves as a call to action, inviting readers to have a say in which MLB players receive an additional honor. Lastly, Rawlings utilized a Multichannel News Release for one of its splashiest announcements, allowing it more creative and artistic options.
Find more like this: Only interested in press releases that include strong multimedia? Check out the PR Newswire Multimedia Gallery.
5. FDA Approves Lilly’s Zepbound™ (tirzepatide) for Chronic Weight Management, a Powerful New Option for the Treatment of Obesity or Overweight with Weight-Related Medical Problems
Rounding out our Top 5 for November is major news in the health industry – the FDA’s approval of Eli Lilly’s diabetes drug for treating obesity.
What works: Obesity and diabetes drugs – from Ozempic to Wegovy and others like them – have dominated news and lifestyle headlines for more than a year. Case in point: minutes after Eli Lilly distributed this release, it was featured on “Breaking News” banners on national news sites like the Washington Post. But even with an already rapt audience, Eli Lilly makes smart choices in this release.
Pharma and medical headlines are some of the trickiest to write – practically zero room for creativity, numerous industry and legal standards to abide by and an incredibly diverse audience, from scientists to potential patients. Eli Lilly keeps the headline fairly succinct overall and places the most important information in the first 75 characters. If the headline stopped after “Management,” it still reads like a complete headline and includes keywords like “FDA Approves,” “Chronic Weight Management” and the new drug name. The remainder of the headline includes additional keywords and phrases that are most likely to be used in online searches.
The two subheadlines tackle multiple audiences: the first is aimed at potential patients, and the second includes more specific medical information physicians would likely find useful. There’s really no escaping a lengthy release for an FDA approval, but Eli Lilly wisely bulleted insurance and potential cost information and included clear links to product images, again making it easier for journalists and potential patients to find what they need amid the more scientific verbiage.
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Sarah Roberts is Director of Customer Content Services. In a previous life, she was a newspaper reporter in the Midwest before permanently retiring her snow shovel and moving to the Land of Enchantment. In her spare time, she enjoys reading, exploring the craft beer scene and petting all the dogs.