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Grab readers, engage followers
• Headline blunders• Hallmarks of good headlines• Quick fixes • Search engine optimization • Examples from the pros• Exercise
The steaks stakes are high
The steaks stakes are high
The steaks stakes are high
Tips
• Headlines need verbs, use the active voice
• Throw out the alphabet soup• Banish technical jargon• Stay away from clichés • Avoid references to awards, works of
art, movies, song titles, literature, etc. that aren’t common knowledge
Tips
• Put yourself in the readers’ shoes–What solves their problems–What is of utility to the audience
• Find what’s most provocative • Look for the counterintuitive
DEPARTMENT OF UNIVERSITY MARKETING
Tips
• Pique curiosity. How does this story differ from previous articles?–West side fire kills five– Five die as smoke detector fails – ‘Foolproof’ insulator melts; five die in
flames– ‘Bargain’ smoke detector blamed in
death of five
Format
• Give attribution to quotes, opinions • Use single quotation marks• Capitalize first word, any proper
nouns• No periods• Only use last names, unless a first
name is needed for clarity • Use a comma in place of “and”
Quick fixes
• Sophomore soprano soloist in virtual choir project
• Sophomore soloist beats thousands for spot in virtual choir project
• Undergrads selected to present at AEJMC conference
• Undergrads to present findings on the portrayal of various groups in the media
Quick fixes
• New book by English professor hits the stands
• English professor’s new book looks at Victorian reforms that sparked writing
• Aerospace engineering’s Jones receives Atwood Award
• Engineering’s Jones receives award for aerospace contributions
Quick fixes
• Loss of middle-wage jobs widens income gap in Pa.
• Penn State economists: Loss of middle-wage jobs widens income gap in Pa.
• ALS walk to be held on Medical Center campus
• Medical Center's ALS walk to raise money, hope
Quick fixes
• Joy Global CEO slated to speak April 25 • Joy Global CEO to speak April 25 on the
future of mining• 2014 Distinguished Educator Award
winners announced• Penn State to honor 2014 Distinguished
Educator Award winners
Quick fixes
Search engine optimization • Know your audience• Connect names with expertise,
institution • Think of how people phrase searches– Headlines as questions– Active phrases, natural language
• End of the URL is critical
SEO-Google Trends• http://trends.google.com
Follow the pros
Follow the pros
Follow the pros
Follow the pros
Follow the pros
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