We know that's a tired reference, but it got your attention didn't it?
Size does matter - when it comes to the length of your press release headlines. The shorter the headline, the more likely people will read the press release.
I was recently talking with the CEO of a major Internet wire service who told me there was a direct correlation between the length of press release headlines and the number of click-thrus for the respective press release. He learned this by studying the click-thrus (views) of press releases sent via his company's Internet wire service during a one-year period. What is the ideal length? He didn't give me specifics but said the shorter the better and never more than 175 characters (with spaces).
There are both behavioral and technical reasons for this. The main technical reason is that many Internet news sites and search engines limit the length of press release headlines. If it is too long, they simply cut it off or don't pick it up. The behavioral reasons boil down to the simple fact that people like shorter headlines (it's a short-attention-span world!).
For example, would you have been more or less likely to read this blog posting if instead of the title we chose we used "New Research Gives Insight into How to Increase the Click-Thrus of Online Press Releases"?
Obviously there is more to an effective press release headline than size alone - they should be interesting and creative and there is an art to this. But far too many companies spend too little time on the press release's headline and this is the most important component of a press release.
And, please, AVOID HEADLINES IN ALL CAPS. IT'S ANNOYING AND CAN GET YOU OVERLOOKED, IGNORED, OR THROWN IN THE TRASHCAN. It does not help you get noticed.