Lift Ideas Off the Screen for flippers, skimmers and other nonreaders
 | Grab reader attention It’s the most important real estate on the page. It’s what journalists (and readers) see first. It gets more Google juice than other copy. Use best practices for news release headlines. |
 | Summarize the big idea Don’t drop the deck: It’s the best-read element on a web page, according to Poynter Institute research. If you want readers to learn something, put it in the deck. |
 | Yes, please, say journalists in one study Where’s the story? Don’t make reporters dig through dense type to find the news. Break up releases to make them easier to skim. |
 | Looks do matter Images dictate content for 41% of journalists. Here’s how to make your images more effective. |