Crafting compelling online news headlines

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Keys to crafting headlines for online news web sites.
@frankwords

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Crafting compelling online news headlines

  1. CRAFTING COMPELLING HEADLINES Frank Mungeam Director of Digital Media, KGW.com
  2. Overview  What Headlines Do & Why They Matter  5 Keys to Crafting Great Headlines  Headlining in a Google world
  3. WHAT DO HEADLINES DO? Exercise: List at least 3 things a headline does
  4. Functions of Headline Communicate Story Importance
  5. Functions of Headlines Concisely convey essence of story
  6. Functions of Headline Grab Attention
  7. Functions of Headline Convey tone of publication
  8. Elements of Great Headlines Clear Concise Capture the Story essence
  9. Elements of Great Headlines Creative Catchy Draw the reader in
  10. Writing Clear Headlines Identify the 5 W’s and H to clarify:  Who is the key subject?  What is the key action?  What is the essence of the story Craft a headline that contains the key subject, a key action verb, and story essence
  11. Crafting Great Headlines Include distinctive detail One-car crash closes freeway Driver pried from flipped car on I-84 Police stop man from suicide Police stop suicidal man from setting himself on fire
  12. Crafting Great Headlines Location, Location Location Child hit by school bus Child hit by school bus in Portland Man charged in teen’s rape Beaverton man charged in teen’s rape
  13. EXERCISE Headline-crafting practice
  14. How would you headline? PORTLAND, Ore. (AP) -- A Washington state man was arrested after an early morning foot chase by Oregon State Police troopers who found cocaine during a traffic stop in the Portland area. Troopers found more than 2 ounces of cocaine and more than $9,500 in cash during the Monday stop of a car traveling about 90 mph in a 55 mph zone on Interstate 5 near suburban Tualatin. The suspect fled and two troopers chased him across freeway lanes, where the man was nearly struck by traffic. The troopers used a stun gun to stop the man when they finally caught up to him after about half a mile. Twenty-one-year-old Logan Rix of Lacey, Wash., faces drug charges and charges of resisting arrest and disorderly conduct.
  15. How would you headline? PORTLAND, Ore. (AP) -- A Washington state man was arrested after an early morning foot chase by Oregon State Police troopers who found cocaine during a traffic stop in the Portland area. Troopers found more than 2 ounces of cocaine and more than $9,500 in cash during the Monday stop of a car traveling about 90 mph in a 55 mph zone on Interstate 5 near suburban Tualatin. The suspect fled and two troopers chased him across freeway lanes, where the man was nearly struck by traffic. The troopers used a stun gun to stop the man when they finally caught up to him after about half a mile. Twenty-one-year-old Logan Rix of Lacey, Wash., faces drug charges and charges of resisting arrest and disorderly conduct. LOOK FOR: •Key actor •Key action • Essence of story •Vivid details
  16. Possible Headlines Police arrest man for cocaine possession Lacey man arrested for cocaine possession Lacey man caught with cocaine after high-speed chase Lacey man with cocaine leads police on chase by car and on foot before being tased Lacey man tased, caught with cocaine after freeway chase by car and on foot
  17. Headlining in the Digital Era In Search of the News
  18. Headlining in Digital Era One-third of news stories are found through search engines
  19. Headlining for Search Search engines look for “Key Words” like names and proper nouns What 2-3 words would you search for? Local designer wins reality show Portland fashion designer wins Bravo’s Project Runway
  20. Crafting Great Headlines Key words are key Man beaten after placing online ad Pair beat Tigard man who placed Craigslist ad New hotel opens for business The Nines hotel opens in Portland
  21. HEADLINING FOR SEARCH Exercise: Headline this story with SEO in mind
  22. Release: New restaurant opening PORTLAND, Ore. (AP) – Portland’s Pearl District neighborhood has taken on a new flavor – Indian, to be exact. Andina Restaurant opened Thursday to rave reviews from locals and out of town visitors alike. The menu specializes in authentic Indian food, rich in flavor and spices. Be sure to have a glass of water on standby, just in case. But don’t worry. The restaurant offers mild as well as spicy versions of all their dishes. Andina is open for dinner seven nights a week.
  23. Andina Indian restaurant opens in Portland’s Pearl District PORTLAND, Ore. (AP) – Portland’s Pearl District neighborhood has taken on a new flavor – Indian, to be exact. Andina Restaurant opened Thursday to rave reviews from locals and out of town visitors alike. The menu specializes in authentic Indian food, rich in flavor and spices. Be sure to have a glass of water on standby, just in case. But don’t worry. The restaurant offers mild as well as spicy versions of all their dishes. Andina is open for dinner seven nights a week.
  24. SUMMARY
  25. Function of Headlines Convey importance Summarize essence Create interest Convey tone of publication
  26. Writing Great Headlines  Identify key subject and essence  Identify key action, using vivid verb  Identify story location  Include distinctive detail  Key words are key, use 2-3 you’d search for
  27. Good Headlines are Catchy!
  28. CRAFTING COMPELLING HEADLINES Frank Mungeam Director of Digital Media, KGW.com

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