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Headline & Caption Writing:When and when not to break the rules!
Elizabeth Pearson, Andrew Scott
Types of Headlines
Direct Headlines
Pure silk blouses – 30 percent off
Indirect Headline
Fresh bait works best
News Headline
My exclusive interview with Steve Jobs
How to Headline
How to build a house of cards
Question Headline
Do you close the bathroom door even when you’re the only one home?
Command Headline
Subscribe to the DM today!
Reason Why Headline
Two hundred reasons why open source software beats Microsoft
Testimonial Headline
‘I read Copyblogger first thing each morning,’ admits Angelina Jolie
Rules for Headlines
Use the active voice
Effective headlines usually involve logical sentence structure, active voice and strong present-tense, active verbs.
A “capital” idea: Moving on
Do not capitalize every word. Do capitalize the first word after a colon.
Number, please
Example:
3 die in crash
To the left, to the left
NO exceptions unless told otherwise!!
It’s XXX-rated?
Examples: Lincoln, Douglas to debate UNACCEPTABLEat new KU Dole Centerxxx
Lincoln, Douglas to debate BETTERat KU’s new Dole Centerxx
Lincoln-Douglas RULE EXCEPTIONdebate todayxxxat Dole Center
Punctuation normal — mostly
Examples:
Single QuotesLincoln: ‘The war has begun’
Paraphrase Lincoln: War inevitable; victory essential
Lincoln says war inevitable; Davis agrees
“And” punctuation replacement
Examples:
(awkward)Lincoln offers compromise, Davis Declines
(better)Lincoln offers compromise; Davis declines
(best)Lincoln offers an ‘out,’ but Davis declines
Even more on punctuation
Examples: Clinton says there was no affair UNACCEPTABLEwitness should ‘to tell the truth’
Clinton says no affair, that BETTERwitness should ‘tell the truth’
Clinton: No affair; Starr: His probe RULE EXCEPTIONproves it happened more than once
Speaking of ambiguity, double entendres
Example: Textron Inc. makes offerto Screw Co. stockholders
Who (and what) is whom (or what)?
Examples: Jones to fill Who is Jones?vacancy oncity council
Lincoln-Douglas Gooddebate todayon K.C. radio
Other Rules
AbbreviationsNot acceptable in stories, yet great in headlines KS, MS
Polly want a cracker?Don’t rip-off the writer’s headline!
More to avoideditorializing, exaggeration, generalizing or long words
No ‘a’ or ‘and’ or ‘the’?Avoid unless needed for clarity
Don’t be cute, unless called for
Example:
Skywalkers in Korea cross Han Solo
Kwon Won-tae of South Korea participates in the first World High Wire Championships in Seoul, in which participants cross the Han River on a 1 km (0.62 miles) wire, May 3, 2007. The event is part of the annual "Hi Seoul Festival" organised by Seoul City which began April 27 and lasts ten days.
Finally, the ‘doo-dah’ rule
Example:
City’s singers “doo-dah”in good tune “doo-dah”
Practice Time!
Take two stories given and create your own headline!
Caption Writing
Hot tips for Caption Writing
Check the facts. Be accurate! Avoid stating the obvious. "Dennis Rodman smiles as he kicks
a broadcast photographer in the groin." Always identify the main people in the photograph. Don't let cutlines recapitulate information in the head or deck or
summary. Avoid making judgments. "An unhappy citizen watches the
protest..." Can you be sure that he is unhappy? Or is he hurting. Or just not photogenic. If you must be judgmental, be
sure you seek the truth.
Hot tips for Caption Writing
A photograph captures a moment in time. Whenever possible, use present tense. This will creates a sense of immediacy and impact.
Don't try to be humorous when the picture is not. Descriptions are very helpful for viewer. The person dressed "in
black," "holding the water hose," "sulky from chagrin," or "standing to the left of the sofa, center" are helpful identifying factors.
Be willing to allow for longer captions when more information will help the reader/viewer understand the story and situation.
Use commas to set off directions from the captions to the picture. "Kachira Irby, above,..."or "Kennetra Irby, upper left..."
Hot tips for Caption Writing
Don't assume. Ask questions in your effort to inform and be specific. Be willing to contact and include the visual reporter.
Avoid using terms like "is shown, is pictured, and looks on." If the photograph is a historic or file photo, include the date that
it was taken. Mayor David Dinkins, 1993. Conversational language works best. Don't use clichés. Write
the caption as if you're telling a family member a story. Quotes can be an effective device, be willing to use them when
they work.
References:Poynter Institute Onlinehttp://www.poynter.org/content/content_view.asp?id=4355
Copy Bloggerhttp://www.copyblogger.com/how-to-write-headlines-that-work/
Writing Effective Headlineshttp://web.ku.edu/~edit/heads.html