The Elements of a Good Headline
-
Upload
nprdigital -
Category
Documents
-
view
537 -
download
0
Transcript of The Elements of a Good Headline
The Elements of a Good Headline
April 2013
2
Previously on #NPRKnight
• Web metrics and audience behavior.
3
Why are
headlines so important?
4
What are headlines so important?
• The headline is the universal representation of your story – it travels everywhere.
• The headline will be copied and pasted, e-mailed, tweeted, shared on Facebook and read aloud.
• If the headline’s good, your story has the potential to get in front of a lot of people.
• If it’s bad, not so much.
5
What makes agood headline?
6
What Makes a Good Headline?
• It’s not clever.
• It promises something specific.
• It’s digestible.
• It works out of context.
7
How do you writea good headline?
8
Think of your headline first
• Whenever possible, come up with your headline before you create your web content.
• Creating a strong, authoritative headline up front can improve reporting and writing.
• If you come up with a great headline first, you will create an great web story.
• When you go to news meetings, talk about the stories you’re working on in terms of what the web headline will be.
9
Make it promise something
• What’s the content you’re delivering to the audience?
• If you promise people the most interesting thing you have, they should be compelled to read it.
• Be specific. Don’t be vague.
10
How a Couple Responds
to Aurora Shooting
11
How a Couple Responds
to Aurora Shooting
12
Kansas: Then and Now
Make it promise something
13
Make it promise something
The New York Times:
Gawker:
14
Make it promise something
Blog:
The Atlantic:
Source: faithistorment.com
15
Make it promise something
Blogger:
The Atlantic:
Source: faithistorment.com
16
Give it the explainer test
“When remotely possible turn news into explanation.”
• Rather than simply phrasing your headline as “This happened…” consider:
“How this happened…” “What this means for…”
“Everything you need to know about…”“Why this happened…”
--Nick Denton
17
Give it the explainer test
How a $190M Project Will Bring Thousands of Jobs to Kansas City
18
Make it digestible• Don’t try to be clever! Avoid puns!
• The headline should focus on one thing (the most important and interesting thing) and nothing more.
• It should be easy to understand at a glance. Avoid
19
Make it digestible• Don’t try to be clever! Avoid puns!
• The headline should focus on one thing (the most important and interesting thing) and nothing more.
• It should be easy to understand at a glance. Avoid
20
Talk to the audience• Don’t be afraid to talk directly to the
web audience, using “you” in a headline.
• You’re writing for people so a headline that looks familiar to their own language will be more appealing.
21
Talk to the audience• Don’t be afraid to talk directly to the
web audience, using “you” in a headline.
• You’re writing for people so a headline that looks familiar to their own language will be more appealing.
22
Talk to the audience• Don’t be afraid to talk directly to the
web audience, using “you” in a headline.
• You’re writing for people so a headline that looks familiar to their own language will be more appealing.
23
Open up a blank document
• This document will serve as your area to brainstorm around your headline.
24
Making a headline
• Identify this: The most interesting element of the story.
• Your headline will eventually come from that answer.
• Remember: If you promise people the most interesting thing you have, they should be compelled to read it.
25
Write, write, write, write, write
• Write 10-25 different headlines.
• Your first, second, third, fourth or fifth … might not be the best.
• Challenge yourself to come up with the best.
• Say your headlines out loud.
26
Collaborate, collaborate, collaborate
• Work with someone else on every headline you write.
• Try to build it into your workflow for posting to the web.
• Create an online environment where staff can share ideas.
• Don’t be afraid to change your headline after it’s published.
27
Ask yourself some questions
• If you saw this headline on Facebook and Twitter, would you feel compelled to click and share it?
• Does your headline promise something specific, important and interesting?
• Is your headline easily digestible?
• Does your headline speak directly to the digital user?
• Is your headline accurate?
28
Let’s make
a headline
29
Let’s make a headlineWhy can’t this Florida man wreck his $7.6 million mansion?
30
Let’s make a headline
31
Let’s make a headline
Do you think UC’s new logo looks like a flushing toilet?
Here’s why people hate UC’s new logo
32
Headline writers to watch
• The Gawker sites (Gawker.com, Gizmodo.com, DeadSpin.com)
• TheAtlanticWire.com
• Quartz (qz.com)
• Forbes
• The Two-Way (npr.org)
33
#NPRKnight assignment
1. Pick three stories.
2. Write 5-10 different headlines for each.
3. E-mail your headlines to [email protected].