KEY FEATURES: The emphasis on transferrable skills and multiple platforms shows students how to use the basic principles of good editing for journalism, PR, advertising, or social media marketing. The book takes a broad approach to editing, demonstrating that it’s not just a skill for managers at newspapers, but rather an essential process for improving all aspects of published writing. This addresses a critical course challenge, in that many students don’t see the relevance of editing in their planned careers. The audience-centric method emphasizes the need to engage one’s audience in order to be a successful writer. “Helpful Hints” boxes provide easy-to-consult lists of dos and don'ts for good writing. “Thoughts From a Pro” boxes allow media professionals from a variety of backgrounds to demonstrate the essential function of the editing process in the workplace.



8 Headlines

Learning Objectives

After completing this chapter, you should be able to:

  • Understand how headlines draw the attention of readers and inform them on topics of importance.
  • Apply audience-centric principles to headline construction, including self-interest, curiosity and problem-solving opportunities.
  • Construct a simple headline in a noun-verb-object format.
  • Understand basic terms associated with traditional and web-based headline writing.
  • Compare and contrast traditional writing rules with those that apply to headline writing.
  • Understand the basic aspects of search engine optimization and apply them to your headline writing.
  • Compare and contrast traditional headline writing with SEO-driven headline writing.
  • Develop a process for detecting and repairing problematic headlines.

The headline has changed over time, on the basis of the needs of the medium for which it was written. Newspapers place multiple stories on a single page, necessitating ...

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