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Based on a lecture by Ross Collinsprofessor of communication, North Dakota State University The title above a story in a newspaper, magazine, newsletter or, for that matter, web site is called a headline, or "hed" "head" in print journalism "heading" in online pages.
It has the same function in mass media writing as a lead, to call attention to the story, to snare people in.
I often say mass media publications rely on four objects to entice readers into a story, in this order: If you can get the reader through the lead, chances are fairly good he or she will read the rest of the story.
Headlines writers who are good at what they do have something in common, I think, with advertising copy writers. They must be accurate, entertaining, pithy and, if possible, clever--all in limited space.
What seems unfair is that neither one can put his or her byline on the work. Headlines need to be accurate, first, and to fairly reflect the theme of the story. Most readers don't realize that those who write stories, the reporters, almost never write their own headlines.
They may suggest headlines, but more often space needs or other considerations force an editor to fashion something different.
What's more, headlines are too often inaccurate, or biased. When a story is inaccurate, the reporter gets blamed, and takes the complaints. When a headline is inaccurate, most people assume the reporter wrote it.
So again, the writer gets the complaints, unfairly. Ethical editors who also don't want those whiny reporters on their case take care with their headlines. So if you have the choice between being lively and being accurate, well, accuracy has to come first. Headlines fall into two categories: Standard headlines are the kind of heads we're used to from a lifetime of exposure to print media.
It's really odd that we're so accepting of this approach, as it's not at all conversational. You see a car accident. You tell a friend: You say, "Wow, I saw a car hit two pedestrians outside the mini-mall today!
Even if it happened in the past, we emphasize present tense, perhaps because in the media business we want to emphasize NOW, not old stuff that already happened.
It sounds more fresh to write "Mayor supports zoning proposal" than "Mayor supported zoning proposal at meeting. Editors usually stick to serious heads for serious news stories.
Lighter fare or feature stories might call for different treatment. That's when good headline writers can prove that they could make a lot more money writing advertising copy, should they wish to stoop so low. A second general category of head is the label head, or title.
Even though we're familiar with these as book titles, for some reason editing students seem to have a harder time with them. Let's turn some of the standard head examples above into label heads.Jun 13, · How To Write A Press Release. Subject headline To summarize, here’s what everyone needs to know about writing a .
Seven Steps to Effective Press Releases 1.
Write the lead, the first sentence which grabs the reader and says who, what, when, where, why, and how. Then fill in the next sentences which expand the lead. • The press release headline should be brief, clear and to the point.
Treat press release. "The press release is basically the butter knife of the PR writers' toolkit," says Long, who is director of writing at MPS/PRCC at Georgetown University. "They end up dragging it out for everything in the world, and most of the time it's a poor choice.".
Press Release Format, Instructions & Easy To Use Template By Jeremy Marsan on January 3, | Marketing, Online Marketing, Press Releases | Comments (7) In this guide, we give you a free fill-in-the-blank press release template for Microsoft Word and Google Docs.
Writing headlines for print (Based on a lecture by Ross Collins, professor of communication, North Dakota State University) The title above a story in a newspaper, magazine, newsletter or, for that matter, web site is called a headline, or "hed" ("head") in print journalism ("heading" in online pages).
Want to know how to write a press release? You are in the right place. Easy to follow press release format, templates, and press release examples.
Want to know how to write a press release? The headline or “head” is your first chance to grab your reader’s attention and inspire them to keep reading. I slogged through writing a.