Headlines, depending on the publication..

  • Set out basics
  • Grab attention
  • Make a point
  • Raise a laugh

Hard news:

  • 6-8 words, basic facts
  • Present tense verbs/none at all
  • An adjective helps


  • The headline can intrigue
  • Stand-first or opening sentence can explain
  • Let your mind wander

Too short and punchy can be confusing. Make sure puns are clear.