9. The Sooner The Better
• Try not to wait until the end of the content creation
process to come up with a headline.
• Early on in the process, think about ideas for your
headline.
• Thinking of your headline up front creates a thesis under
which to frame your story.
• Ask yourself this constantly: What is this story about?
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10. Open A Blank Document
• Start free associating around
what your headline could be.
• What are the key words that tell
you what this story is about?
• Who are the important players in
the story? Consider them for
your headline.
• Are there any quotes or nuggets
that help tell the story? They will
make your life easier.
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11. Provide the Facts for Breaking News
• In breaking news or live
situations, keep it simple
and to-the-point.
• Include lots of
facts, names
and numbers
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12. Look For Big Numbers
• Is a number one of the • Look especially for big
key components of the numbers. Web users love
story? big numbers.
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13. Look For Big Numbers
• Is a number one of the • Look especially for big
key components of the numbers. Web users love
story? big numbers.
Medical Software Giant Plans $190M Project in KCK
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14. It Should Be Easily Digestible
• You have very little time to promote your story.
• Make it easy for people to understand what you have for
them.
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15. Follow the Proper Noun Rule
• “Name the known, omit the obscure”
• If the subject in your headline is well known to your
primary audience, you can include it.
• But if the name is obscure, you might consider skipping
it.
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16. Does It Work As An Explanatory Headline?
“When remotely possible, turn news into explanation.”
--Gawker Media CEO Nick Denton
• Hard news requires a hard news headline. But if you can
find a way to turn a headline into an explainer, you can
distinguish yourself from the crowd.
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18. It Should Be Specific, It Should Promise
Kansas: Then and Now
18
19. It Should Be Specific, It Should Promise
• What is the story that you are delivering?
• Tease the information – let them know basically what
they’re getting but don’t give it all away.
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20. Make It Active
Passive banner headlines with decks work well on the
front page of newspapers and home pages, but
typically not on article pages.
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21. Make It Active
Passive banner headlines with decks work well on the
front page of newspapers and home pages, but
typically not on article pages.
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22. Remember Who You’re Trying To Reach
• Think you have a good headline? Say it to yourself.
Do you sound like a human?
• Remember: Humans will be the ones seeing this.
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23. Think About Your Headline Out Of Context
• Although some will see
your headline on your
home page, most will see
it in other places.
• Imagine it in a vacuum –
search, social and
anywhere else it might
wind up.
• Would you feel
compelled to click it, like
it or share it?
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24. Include Labels
• People like to know what
they are getting.
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25. Include Labels
• People like to know what
they are getting.
• If the main component of
your story is a video,
photo, map or chart, let
people know in the
headline.
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26. Include Labels
• People like to know what
they are getting.
• If the main component of
your story is a video,
photo, map or chart, let
people know in the
headline.
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27. Make Sure It’s Accurate
• Sometimes a clever or fun headline can get away from
the accuracy of the story.
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28. Drop Unnecessary words
• After you’ve written a headline you’re happy with, look
at it, find unnecessary words and get rid of them.
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38. Search Engine Optimization
• Google mimics user
behavior, crawling your
text, looking at your
headline first.
• Make sure you include
key details in your
headlines.
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39. How Does Google Work?
• Timely, fresh content.
• Text, text, text – in a
visual framework.
• Relevant proper nouns.
• Linking out to quality
sources.
• Being a credible
established source of
news.
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40. Ask Yourself
1. Does it promise me something specific?
2. Would I Like, Share, Tweet or Comment on it?
3. Is it accurate?
4. Is it active?
5. Are important players reflected? www.bit.ly/headlinelist
6. Is the main point of your story reflected?
7. Does it obey the proper noun rule?
8. Is it easily digestible?
9. Are there any unnecessary words?
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42. Your Assignment
1. Select three stories you’ve created.
2. Write five different headlines for each story.
3. Highlight the best headline with an asterisk.
4. E-mail it to dseditorial@npr.org and include your
station in the Subject by end of day Thursday.
eathas@npr.org
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