While catchy headlines are obvious for traditional media, consider whether you can create them for social media as well.
Brevity is the key: When creating a headline for a traditional media pitch, brevity is key. Aim for 4-6 words, and the formula adjective noun verb noun. Example: “Prince William Weds Catherine.”
There is no guarantee that the outlet will publish the headline as you send it, but I find that blogs who are copying sections of text or news releases will use them and also add in keywords for their site’s attractiveness. From the example above: “Prince William Weds Catherine at Westminster Abbey, London, April 2011”