Headline Writing

The Science of Headline Writing No. 1 Rule: Headlines must tell the reader

what the story's about Headlines must be accurate Headlines must be fair Headlines must fit and fill the space allotted

The Science of Headline Writing The headline’s tone must be consistent with

the nature of the story The headline’s tone must be consistent with

the personality of the publication The headline can't say more than the story

says In other words, the story must sustain the

headline The headline needs to persuade the reader

to read the story.

The Science of Headline Writing The issue of what words we use and how we

use them in headlines is important. It is often a subject of a newspaper’s

ombudsman’s weekly column. Take, for example, a column by Pam Platt in

the Louisville Courier-Journal.

The Science of Headline Writing She notes that more than one reader complained

about the following headline over a story about Cindy Sheehan:

" 'Sympathetic Bush says leaving Iraq is wrong' … The headline, one reader complained:

“paints an entirely different and misleading picture of the Cindy Sheehan story.

Obviously, if the President was in fact sympathetic, he would have talked with her on the day she arrived. . . .

Once again, The Courier has taken sides in the most insidious of ways. Painting the story via the headings. Shame on you."

The Science of Headline Writing In another headline readers criticize, the main

body of Lutherans in the USA was labeled “a 'sect.'

I know it's a handy, short word with a vaguely religious connotation, but there's no way any branch of the Lutherans, who originated the Reformation 'way back when, meet any but the remotest definition of the word.''

The Science of Headline Writing Platt interviewed John McIntyre, former

president of the American Copy Editors Society and an assistant managing editor at the Baltimore Sun.

He likened writing headlines to a combination of playing Scrabble and completing a crossword puzzle.

The Science of Headline Writing Asked about those headlines, he said: " 'Sympathetic Bush' would trouble me

because it imputes an emotion or attitude, suggesting that we know something about the inner workings of someone else's mind. 'Bush expresses sympathy, stays firm on Iraq' or

something of the sort would be more neutral and factual.''

The Science of Headline Writing "Calling Lutherans a 'sect' probably does

carry a negative charge. . . . 'Denomination' is a long word for a headline – I sympathize with the copy editor -- but 'sect'

reads as 'faction,' though not as opprobrious as 'cult' would have been.

'Religion' would also be wrong, because Lutheranism is a denomination within a religion.''

John McIntyre on Headline Writing Q: What should readers reasonably

expect from headlines? McIntyre: Accuracy, clarity and precision. Liveliness and originality are important to

capturing the reader's interest, but they are secondary to accuracy.

John McIntyre on Headline Writing Q: What challenges do copy editors face

in meeting those expectations? McIntyre: There is seldom enough time to polish and

refine headlines as much as copy editors would like.

And the lack of time also comes up against the fundamental challenge: distilling the sense of an entire article into half a dozen words.

John McIntyre on Headline Writing Q: What are the uppermost cardinal rules

of good headline writing? McIntyre: Try to follow the vocabulary and syntax of

conversational English insofar as you can. Avoid headlinese ("Solons slate parley") and

wretched, obvious wordplay ("purr-fect" for any story about cats).

Headline Checklist After you have written a headline, ask: Does it tell the news clearly? If it's a news story, does the headline contain

the latest developments? If it's a feature story, does it convey the basic

sense of the story? Is it accurate and informative?

From the American Press Institute

Headline Checklist Is it compelling in approach, news angle and

impact? Does it contain concrete nouns and active-

voice, present-tense verbs? Does the tone fit the story, so that when there

is emotion or a human element, irony or humor it is reflected in the head?

Headline Checklist Does it avoid the obstacles to clarity?1. Jargon 2. Cliches3. Slang 4. Headlinese5. Forced phrases6. Abbreviations7. Acronyms8. Obscure names and puns: Serious news

stories should not contain any puns.

Headline Checklist

Does it have words or meanings that are as precise as possible?

Does it make each word count by being direct and dense with information?

Does it play fair by trying to reflect both sides of a story if an opposing view exists, or at least avoid overemphasizing one point of view?

Headline Checklist Does it avoid danger of libel, take caution

with sensitive material and include attribution when necessary?

Does it include the "where" when important? Does it signal any local involvement in the news when it may not be clear otherwise?

Does it avoid names that may not be well known?

Does it avoid elements of bad taste, double meanings, exaggeration and sensationalism?

Headline Checklist – Things to Avoid Inappropriate language or a tone that doesn't

fit the story. Exaggerating conflict, danger, criticism, etc. Editorialization or words that suggest an

opinion of the head-writer. A "negative" head using the word "not.“ Conclusions the story doesn't back up.

Headline Checklist – Things to Avoid Inappropriate assumptions or interpretations. Piled-up adjectives or other modifiers that detract

from clarity. A "label head," unless omitting the verb helps the

head or the count is so short that a "book title" head is the only way out.

Assumptions that the reader has been following the story daily.

Obscure names that readers won't instantly recognize.

Headline Checklist – Things to Avoid Undue familiarity, often by using a person's first

name. Abbreviations or acronyms that are not instantly

recognizable. Jargon, which clouds the meaning for readers. Cliches, which are neither creative nor compelling. Meanings the reader won't "get" until the story is

read.

Headline Checklist – Things to Avoid Echoing the lede or stealing the punchline. A hard-news head based on facts far down in

the story. Puns in heads on serious news stories. Putting first-day heads on second-day

stories. Using "question" or "colon" heads routinely.