Although the main goal of a headline is to grab attention and encourage reading, journalistic headlines should not merely be “clickbait,” designed solely to generate clicks. A headline must reflect the essence of the material and not mislead the reader. Striking a balance is essential—it should attract attention while accurately conveying the information in a journalistic manner.
The style and purpose of headlines differ significantly between print and online publications. Headlines in newspapers and magazines are often short and concise, fitting the page layout while engaging the reader. Example: “City Approves New Park.”
Headlines for online publications, on the other hand, can be longer and more descriptive. They often include additional keywords to improve SEO (search engine optimization) and provide more context for both search engines and readers. Example: “City Council Approves $2 Million Budget for a New Community Park in Downtown.”
Unethical websites, which are not legitimate media outlets, often use shocking, misleading, or deceptive headlines. Examples of clickbait: “Actor So-and-So Has Died” (a complete fabrication). “Famous Singer Retires” (where the article merely mentions the end of a tour, not a career).
Avoid using such misleading headlines. Practical Tips for Writing Headlines:
Keep it as brief as possible. A headline should be concise, focusing only on the core message. In print media, headlines are typically 2–3 words. For online publications, they should also avoid unnecessary details and stick to a very short sentence about where and what happened.
Use numbers in headlines. Headlines with numbers often attract attention. Just as general websites use phrases like “7 Ways to Impress Someone,” media can also use numbered headlines effectively: “Arizona Residents Are Twice as Likely to Seek Therapy”, “One in Three European Teens Suffers from Depression”
Use verbs to show action. Instead of static headlines like “New Tourism Development Program,” opt for dynamic ones like “Tourism Development Bill Passed.” Similarly, avoid “Government’s First-Quarter Report” and choose “Government Reports on First-Quarter Performance.”
Consider your audience. Tailor the headline to your target readers. For a student newspaper, a headline might be “Not Just for Clout!” (about a student social media project), while for a city news website, the same topic could be “University Students Launch Media Literacy Project.”
The lead is the first paragraph of the text, serving as an announcement of the material. In the lead, briefly describe the event and hint at what will follow. Two to three sentences are usually sufficient, and it should contain no unnecessary details.
The lead is a vital part of the text. Its purpose is to capture the reader’s attention and clearly explain what the article will be about. A lead should be informative, concise, and engaging. While the rest of the text can include quotes, statistics, and other elements, the lead must be written clearly and accurately.
There are many types of leads, but in most cases, the “basic” lead is used, which conveys the main idea of the material. Answer the question, “What is your text about?” in 25 words or fewer.