3
Parsability -‐Is it easy to understand?
-‐Do you understand the story without addi8onal context?
Promise -‐What the reader will get?
Proper Nouns -‐Words that the reader seeks.
Three P’s of a great web headline
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5 Steps to a great web headline
1. Iden8fy relevant words and informa8on (proper nouns) 2. Iden8fy what’s interes8ng about the story
3. Write, then rewrite 4. Find beKer verbs
5. Check with a colleague o Bonus: Is it Tweetable?
Relevant words: Budget Deficit Super CommiKee Women Debt Ceiling Congress $1.5 trillion
Relevant informaDon: Women should make up half of the commiKee
What’s interesDng about the story? -‐ Women, who represent half the popula8on, should make up half of the super commiKee. -‐ A commiKee that decides our tax obliga8ons should represent the popula8on by gender.
Women missing from Super CommiKee on deficit deal Women absent from Super CommiKee on deficit deal Call to ac8on: Super CommiKee Must be Half Women Super CommiKee Must be Half Women Super CommiKee Should be Half Women Budget Deficit Best Solved by Women Budget Deficit Best Solved with Women Why the budget deficit should be solved with women* Is the budget deficit gender biased?* Women: Deficit in the Super CommiKee Female Deficit in the Budget Super CommiKee Deficit: Women in Budget Budget crisis needs a league of extraordinary ladies* Secret weapon for the budget crisis: women The case for a half-‐woman Super CommiKee
Relevant words: water peril rain drought global warming climate change infrastructure Central Valley California
Relevant informaDon: -‐Drop in precipita8on by 4 -‐ 5 % -‐Will be 5 -‐ 6 degrees warmer in the Central Valley -‐Exis8ng infrastructure can't keep up with changes to climate
What’s interesDng about the story? -‐Something has to change in order to break even -‐Exis8ng infrastructure can't keep up with changes to climate
Report: Less rain, more pain this century for California water supplies Rivers and dams can't keep up with California climate Rivers and dams fall behind California's warming climate* 6 degrees of separa8on between… 6 degrees in Central California: The difference 6 degrees of heat in Central California may pinch water supplies 6 degrees of heat in Central California: the state is not ready 6 degrees of heat in Central California: state water supply not ready Central California temps to rise by 6 degrees... California s8ll has no water California s8ll has water issues California yet to overcome water crisis For California water crisis, glass s8ll half empty* Why California rivers need more rain
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Crawls text, imita8ng user behavior -‐Google crawls from lec to right
-‐Google crawls from top to boKom
Headlines rule
How does Google work?
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Fresh content – news rules Text, Text, Text
Relevant proper nouns Linking out to quality pages
Being a credible established source of news Quality sites linking to you
What does Google like?
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LiKle or no text Bad headlines
Abbrevia8ons New domains
kplunews.org vs. news.kplu.org
What does Google dislike?
27
Select three stories Write five different headlines for each story
Highlight the best headline with an asterisk
Due: Thursday, May 3, COB
KUNC, WFPL, WSKG, WNIJ to Ki: [email protected]
Delmarva, KETR, WFSU, KCUR to Eric: [email protected]
Assignment
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