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

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.