際際滷

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WRITING
HEADLINES
You have to get their attention
somehow!
COPY EDITORS WRITE HEADLINES
On the average, five times as many people read the
headline as read the body copy. When you have
written your headline, you have spent eighty cents out
of your dollar.
- David Ogilvy
l
HEADLINES ARE THE ADVERTISEMENTS OF NEWS
DONT tell the obvious
DO be accurate
DONT steal the reporters first paragraph
DO use active verbs and vibrant words
DONT use to-be verbs - they tend to be weak
HOW DO YOU WRITE A HEADLINE?
Use simple structure and declarative sentences
Summarize the news
Explain the story
Lure readers in
Reflect the tone of the story
Reflect the tone of the publication
FORMULA:
SUBJECT + VERB + OBJECT = HEADLINE
President approves education budget
President approves education budget
OTHER CONSIDERATIONS:
Only be clever when a story calls for it
Dont write a cute headline for a serious story
Dont overdo the puns
OTHER CONSIDERATIONS:
ON THE WEB:
Headlines appear with no photo or other context to
be complete.
Use keywords like proper names and locations.
Dont write a long headline - make sure it looks
good on an app or mobile device.
WRITING
HEADLINES
You have to get their attention
somehow!

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Editing-PowerPoint-Day-2.pptx

  • 1. WRITING HEADLINES You have to get their attention somehow!
  • 2. COPY EDITORS WRITE HEADLINES On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. - David Ogilvy l
  • 3. HEADLINES ARE THE ADVERTISEMENTS OF NEWS DONT tell the obvious DO be accurate DONT steal the reporters first paragraph DO use active verbs and vibrant words DONT use to-be verbs - they tend to be weak
  • 4. HOW DO YOU WRITE A HEADLINE? Use simple structure and declarative sentences Summarize the news Explain the story Lure readers in Reflect the tone of the story Reflect the tone of the publication
  • 5. FORMULA: SUBJECT + VERB + OBJECT = HEADLINE President approves education budget President approves education budget
  • 6. OTHER CONSIDERATIONS: Only be clever when a story calls for it Dont write a cute headline for a serious story Dont overdo the puns
  • 7. OTHER CONSIDERATIONS: ON THE WEB: Headlines appear with no photo or other context to be complete. Use keywords like proper names and locations. Dont write a long headline - make sure it looks good on an app or mobile device.
  • 8. WRITING HEADLINES You have to get their attention somehow!