From Headings to Headlines: Crafting Insightful Headlines in Business Reports

February 2014

Read the headlines of the two news stories below.

What information do you expect to read in the news stories?

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> How many protesters joined the rally?

> What issues about press freedom prompted citizens to protest?

> What is Hong Kongs pressfreedom ranking? Was there a change on the most recent ranking? > How does the Chinese government influence the situation in Hong Kong? Why are protesters worried about the influence from mainland China?
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> What is the meaning of same

love in Indonesian context? > How do Indonesians find love through the Internet? Is it wellaccepted in Indonesia? > Which website helps Indonesians find love online? > How does the website match love seekers with prospective partners?

Headline writing is about writing clearly and concisely the most significant insights...

Heading versus Headline

Heading Title at the head of a section or page

Headline Title of a news story

Heading versus Headline: Old style (use of headings)

Heading versus Headline: Old style (use of headings)

Heading versus Headline: The New Guidelines in Writing

> Omit headings > Write headlines on top of a page to immediately communicate the key insights

Old style

New style
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With the new style in headline placement comes the need to improve our headlines . . .

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Headlines to Avoid
THE OBVIOUS HEADLINES

The headline should not be an echo of what is already obvious from the charts/visuals. 11

Headlines to Avoid
THE OBVIOUS HEADLINES

The headline should not be an echo of what is already obvious from the charts/visuals.
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Headlines to Avoid
THE WRONG HEADLINES

The analysis (text on the body) should be an elaboration of the headline. A headline that appears to be unrelated to the analysis is a wrong headline.
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Headlines to Avoid
THE GENERIC HEADLINES

A generic headline offers no insight at all. The use of general/common terms like discuss, effectiveness, products, and garner attention does not add value to the headline.14

Headlines to Avoid
THE GENERIC HEADLINES

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Headlines to Avoid
THE DETAILED HEADLINES

Headlines do not have to be detailed. Headlines have to contain only the major insights/findings.
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Writing Insightful Headlines

Include only the most significant findings/insights based on the charts/graphs/visuals/analysis. Frame the headlines by adding proper context. Use the clients perspective in framing the headlines by answering question, So what?

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Include only the most significant findings/insights based on the charts/graphs/visuals/analysis

The significance of insights/findings depends on the clients purpose (for a particular slide), or on the research objectives.

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Frame the headlines by adding proper context

Context sometimes depends on the charts/visuals/graphs/analysis on the slide.

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Use the clients perspective in framing the headlines

So what if a shopper finds it difficult to find parking space at DFS Okinawa?

In drafting the headlines, answer the question, So what?

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Other Guidelines
For Storyline and Buzz Trend slides, headlines may or may not be used. When headlines are not in use, we need to retain the headings.

Key slides and Appendix slides do not need headlines > Key slides include: Executive Summary, Key Takeaways, Recommendations

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Exercises:

Choose the best headlines for the given slides

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Write your headline here

> Dajie gained 9,879 new fans in January, with an average repost rate of 142.2 and average comment rate of 18.7 which both decreased slightly compared with Dec 2013. The number of Tianji fans dropped slightly in the two months with average reposts and comments declining due to the end of its Career Personality Test launched in Dec 2013 on Sina Weibo. Wei Renmai did not release any post in January, but it gained large number of fans due to the ongoing intensive promotion for registration and the ongoing campaign Top Career Women Contest. Top Posts for Dajie based on official Sina Account
Wei Renmai

Brand

Fan Base

Number of Posts (January)

Average Reposts/ Comments (Engagement)

>
Dajie

684,802

154

142.2/18.7

Tianji

165,940

172

2.8/2.8

>

Yconnect

1,607

5,279,189

Rank

Description

Reposts/ Comments 1,001/88

Sources

Renren Jingwei

1,273

New Years Resolutions for 2014 Caricature about having no money and no job during winter holiday Inspirational message that encouraged young people to pursue their dreams

Link

580/105

Link

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Note: Fan Base was recorded on 11 February

554/38

Link

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Choose the best headline

A. Dajie gains 9,879 new fans, highest engagement in January B. End of Career Personality Test leads to decline in Tianjis engagement C. Dajie tops engagement through repost of inspirational messages about new years resolutions for 2014 D. Ongoing registration promotion, Top Career Women Contest, continue to help Wei Renmai gain more fans

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Write your headline here

Observations: [Finance] 56 buzz were related to Garniers withdrawal from the Mainland China market with netizens expressing concern on the reason and on the international brands development in the market. 27 were about LOrals acquisition of Magic being approved by Ministry of Commerce. [Governance] Ta Kung Pao reported that 4 LOral China staff were sentenced to a maximum of 3 years in prison for taking bribes from suppliers; no other discussions were found in Hong Kong. 4 news reports were about the death of a jewelry designer and wife of former top official at LOral, Sandra d'Auriol, at a plastic surgery clinic. [CSR & SD] LOral Facebook Fan Page published 1 post about International Disability Week and 1 about HKBU Charity Goodies Bag Sale 2013. These gained a total of 56 likes and 2 shares. [HR & Management] A netizen posted a YouTube link to the official trailer of L'Oral Brandstorm 2014. The video garnered 20,450 views.

CSR & SD, 2.20%, 2 buzz Governance, 5.49%, 5 buzz

HR & Management, 1.10%, 1 buzz

Finance, 91.21%, 83 buzz

Company In Confidence

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Choose the best headline

A. Netizens discuss death of former top LOral officials wife B. Garnier withdraws from Mainland China; LOral acquires Magic C. Garniers withdrawal from Mainland China market, LOrals acquisition of Magic garner widest news coverage; L'Oral Brandstorm 2014 trailer obtains significant views D. Most discussions on Loral Corporate News about Finance

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Thank you!