PR extrapolation and tongue twister headline

One of the key elements in writing a press release is the headline – and the following caught my attention: 

Faulty forecourts fuel under inflation nation

I’m pretty fond of alliteration and rhyme myself, but this seems to miss the mark in terms of clarity of communication.  As a tongue twister, it is very hard to read, which I don’t think is a good idea for a headline. 

Also we need to read the sub-heading to understand what the story is about:

Faulty forecourt tyre gauges inflate the UK’s tyre troubles 5 million UK motorists drive with under-inflated tyres risking millions of lives

Of course, this is a promotional press release – for tyre checks at Kwik-Fit.  The company hasn’t bothered with a survey, but a spot-check of 1,300 cars at its own outlets to extrapolate that “as many as one-in-five (5 million) UK motorists are driving cars with under inflated-tyres, putting the lives of millions of road-users at risk everyday.”

As with the Sheila’s Wheel post before this one – let’s remember that even these questionable mathematical observations demonstrate the majority of motorists are driving with correctly inflated tyres (and without their hair in their eyes). 

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.