Guest Post: Zara McAlister & Ciaran Ryan/Toronto newsroom
Headlines are like first dates. If you don’t pique your suitor’s interest early, he or she might take a fake phone call in the middle of dinner and claim their house is on fire. It takes time and effort to keep your date interested. The same goes for headline writing. A title should grab your audience’s attention and give an idea of what’s to come.
Follow these four tips to make your headline count:
Make it Short
The best way to appeal to a journalist is to write like one. Journalistic headlines are short and punchy, around five to six words and no more than 10. Columbia School of Journalism advises its budding journalists to use action verbs. Humour is fine, but avoid clichés like the plague. That’s a good rule of thumb. Slang is also a no no.
Keeping a headline short isn’t just about looking good. Databases such as Yahoo! will cut off lengthy headlines. Your Business Wire editors will accept four lines of a headline or 264 characters.
Put Your Name on it for Google’s Sake
A headline that includes a company name helps to ground a news release in search engines and adds traction. A release with the headline, “Lab Develops Time Machine” is vague and misleading. What lab is it? Instead of leaving your reader hanging off a cliff of suspense, drop your company name in the headline. Something like “ABC Lab Develops Time Machine,” gives credit where credit is due. This release is more likely to pop up when a journalist or investor plugs in your company name to a search engine.
According to a 2010 PRWeek Media Survey, 95% of journalists use search engines to research a story. Google recently launched a new search algorithm dubbed Hummingbird. Hummingbird looks at your search query as a complete phrase and not as a collection of individual keywords. Having a detailed headline will make your release more searchable.
Think Before you Link
Hyperlinks belong in the body of the release, not the headline. Google’s algorithm searches for blocks of text that look like a typical headline. So headlines that contain hyperlinks to a company’s website for instance may confuse the algorithm into thinking it’s a random block of text, preventing the headline from being included in Google News. Same goes for Yahoo! and CBS Marketwatch which may not recognize hyperlinks in headlines.
Follow the Rules
Punctuation and grammar matter. If you don’t believe us, take a look at any online forum, newspaper comment field, or a friend’s Facebook status. You will likely find someone correcting someone else’s grammar. Journalistic writing is simple, straightforward and grammatically sound. Do the same. Avoid flowery, jargon laden headlines. And watch out for common mistakes, such as unnecessary periods at the end of headlines.
Style is also important. Your company’s news may be so exciting that you want to scream it from the mountain tops. But please, step away from the caps lock button. IT’S NOT YOUR FRIEND!!! All caps conveys an aggressive tone, much like shouting at your audience. That’s a big faux pas to avoid. Your headline should not have anything in common with the social media musings of a teenager on the subject of Justin Bieber’s present fall from grace. So keep your headline title cased. Associated Press (AP) style dictates capitalizing principal words and prepositions that are longer than four letters, and maybe think twice about adding that exclamation mark.
These are four simple rules every writer should follow to ensure the best news visibility and engagement possible. Have any other tips to share? Let us know!