The title is the most important component of your press release. Journalists are starved for time; they need to scan hundreds of headlines at blistering speed. Yours must be unique and informative.
Consider writing the body before you decide on the title. The hook often reveals itself only when the facts are on the page. The best pitches are those that can be quickly spun into articles; if your title is also a great news headline, the journey is that much shorter. Consider using Coschedule’s headline analyzer to gauge the potency of your hook.
Titles should use ‘headline case.’ There’s no universal standard, but AP style is straightforward: capitalize the first letter of each word, except for short prepositions (on, off, in, at, by), coordinating conjunctions (for, and, not, but, or, yet, so) and articles (a, the). Capitalize the first and final words regardless. Here’s a free online tool for formatting titles into AP style if you need help.