Most people would like to think a press conference is a good way to generate favorable coverage for their product, company or organization. And, if you can get the Media to attend, you've got it made, right?

Well, not so fast. It's one thing to get reporters to actually cover your event. It's quite another to get them to pay attention, let alone understand what you say.

So, if you want to put reporters to sleep, here are a few tips:

If you were looking for one thing to improve the chances that your press release will get read and picked up by an editor or reporter, look no further than the headline.

Let's face it. Headlines are like the cover of a book, which we really do use to judge what's written inside. Headlines can grab our attention. They can pique our interest. They can compel us to keep reading. Or not. So, how do you make the headline more effective?