1. MODULE 11: HEADLINES

2. With impact words and specific facts, headlines contribute to REPORTING a story.
HEADLINES PROVIDE A MAJOR ENTRY POINT FOR READERS.
COMPONENTS COMBINE FOR STORYTELLING POWER.
PRIMARY AND SECONDARY HEADLINE PATTERNS ADD INTEREST. 1 2 3
Headlines

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Headlines
The PRIMARY HEADLINE relies on a SECONDARY HEADLINE to provide specific information.

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Headlines
KICKER: A short, single line secondary headline is placed above the primary headline.

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Headlines
WICKET: A detailed secondary headline is placed above the primary headline.

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Headlines
HAMMER: A detailed secondary headline is placed below the primary headline.

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Headlines
TRIPOD: The secondary headline is placed beside the primary headline.

8. WRITING effective headlines requires creativity, effort and attention to details.
A SOLID UNDERSTANDING OF CONTENT RESULTS IN BETTER HEADLINES.
WORD PLAY AND BRAINSTORMING ARE USEFUL STRATEGIES.
GUIDELINES LEAD TO QUALITY AND CONSISTENCY. 1 2 3
Headlines

9. STEP ONE: List 10-15 key words that describe and relate to the story.
car
drive
keys
money
gas
cool
style
wheels
color
wrecks
dates
expensive
friends
insurance
happy
auto 1 2 3
Headlines
BRAINSTORMING in teams of two or three makes generating a list of key words much easier.

10. STEP TWO: Brainstorm rhymes for words with storytelling potential.
car: star, far
drive: alive, strive, five
keys: please
money: honey, bunny, funny
gas: pass, mass
cool: school, pool
wheels: peals, steals, deals
wrecks: decks, pecks
dates: mates, plates
friends: bends, spends
happy: pappy, sappy
auto: lotto, motto 1 2 3
Headlines
STORYTELLING words have significance and relate to the topic of the spread.

11. STEP THREE: Craft words and phrases that creatively capture the story.
car: star, far
star wars = car wars
once upon a star = once upon a car
carpe diem = CARpe diem
auto: lotto, motto
AUTOmotives
wheels: peals, steals, deals
the wheel deal
keys: please
pretty please = pretty keys 1 2 3
Headlines
More than a cute phrase, headlines employ creative LITERARY TECHNIQUES that relate to the content.

12. Headlines with strong VISUAL appeal communicate more effectively.
GRAPHIC DETAILS MAKE PRIMARY HEADS POP AND CREATE HEADLINE PACKAGES.
CAPITALIZATION STYLES CREATE A VARIETY OF LOOKS. 1 2 3
Headlines

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Headlines
RHYME: The secondary headline provides specifics to support the catchy primary headline.

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Headlines
PUN: A creative primary headline establishes the angle for the story. The secondary adds specifics.

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Headlines
An ACRONYM is given a new meaning. Acronyms add specifics to the secondary headline.