The document provides guidelines for writing effective headlines for news articles, including using the present tense, eliminating unnecessary words, choosing vivid verbs, and following conventions for punctuation and formatting. Headlines should be concise yet convey the essential information and main point of the accompanying article in a way that grabs readers' attention. Different headline styles like primary/secondary and various punctuation techniques can help structure and organize information for the reader. Artwork and other design elements may also be used to enhance headlines.