This item caught my eye in a recent edition of Publicity Hound: “When you e-mail a pitch or press release to the media, you have one or two seconds to catch their attention with your subject line. Publicist Michelle Tennant, of Wasabi Publicity, sometimes flags the media by using these phrases in her subject line, just before the actual headline:

–Last-minute:

–Look:

–Media alert:

–Local:

Apparently her approach works well, as Michelle is said to have an outstanding track record of scoring major media hits in top-tier media outlets.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.