Writing Headlines for USC News
Writing compelling and clickable headlines is a must for alldigital media content.
USC News is a news-driven website, but our focus is not on breaking news. We want to showcase editorial content that is concise but still explanatory and contextualized. Headlines should be:
1. Explanatory
Since we are not breaking news, we should avoid “here’s what just happened” headlines whenever possible. The piece might be aboutan event (a new school/program launching, a presidential initiative), a faculty profile or research findings, but newsshould be packaged as an explanation, not simply a summary. Headlines should reflect the larger potential/ implication/benefit/ importance of USC’s work.
Example: USC researchers attendhumanitarian summit
Better: USC researchers and global leaders convene to prevent future genocides
Example: Latin American business leaders are welcomed to campus
Better: Visiting business leaders strengthen USC-Mexico ties
Example: Study finds thatproper stem cell function requires hydrogen sulfide
Better: Stem cell research findings may lead to osteoporosis treatment
2. Compelling
Headlines need to draw in readers. Maximize interest by using one (or a mix) of the following tricks in the headline:
Pique curiosity by posing a question or puzzle.
- Can3-D avatars one day pass as human?
- Intestinal cells that make insulin? It could be possible one day
Create surprise with an unusualidea or theory.
- Meat and cheese may be as unhealthyas cigarettes
- The surprisinglink between maternal stress and child obesity
Present a conflict or social issueso usersread furtherto see the solution:
- Social worker pinpointscause of racial bias in health care
- Job prospects looking rosier for 2014 grads after commencement
3. Concise
Avoid generalitiesand vagueness in headlines. Puns and wordplay work best in print or longform features, not web articles. Ask yourself if the headline would still be understandable if seenout of context.
Review a headline to make sure each word is necessary and delete any that aren’t. Can you combine titles or simply do away with names? Can the verb do the work of describing why the person is important? Can you help quantify information using numbers?
Example: Hilda Blanco shines national spotlight on climate change
Better: Policy expert shows thedevastating impact of climate change
Example: USC studyfinds ways to prevent costly and unnecessary antibiotic prescriptions
Better:USC study uncoversstrategy to save $70 million in health care costs
Further reading:
Poynter guide to writing better headlines
Nielsen research about BBC News headlines
Constant Contact’s headline basics for brand communication
