TIPS for Writing TIPS for Writing Better CutlinesBetter Cutlines

What’s a good cutline?What’s a good cutline? A good cutline conveys action, context and meaning. It answers obvious questions.

It should not repeat too much of the story or headline. It should follow style, grammar rules.

Who cares?Who cares? Cutlines get higher readership than story text.

Cutline may determine whether a story is read.

Photos make an impression. A good cutline satisfies reader curiosity, adds value.

Think of a cutline like a movie trailer – a compelling preview.

Don’t insult the Don’t insult the readerreader Don’t say: Barack Obama smiles as he bowls a game in Pennsylvania.

Don’t say: The farmer stands next to the fence.

Your readers know the obvious. Tell them more – why is Obama bowling? What is the farmer growing?

Think mini-stories.Think mini-stories. True especially with a standalone photo. Make sure you answer the basics – who, what, when, where, why and how.

You don’t have much space but neither does a 30-second TV story.

Tell us who is whoTell us who is who Do it simply. Sue Bullard, left,….

Or Jerry Jones, wearing red, ….

Avoid theseAvoid these Is shown Looking on

Old photos + datesOld photos + dates Charlton Heston in this 1967 photo

Don’t belabor the Don’t belabor the obviousobvious Don’t say Hillary Clinton, left. We all know what she looks like.

Use present tenseUse present tenseUse present tense for 1st sentence. The picture freezes the moment so present tense creates a sense of immediacy.

Lincoln Fire Chief Tom Brown carries 3-year-old Tina Wilson out of her burning home. Tina's parents, Al and Barb Wilson, died from smoke inhalation Friday when fire destroyed their home.

Use the right toneUse the right tone Don’t be funny if the picture isn’t.

Identify the main Identify the main peoplepeople Always identify the key figures in a photo.

Photos record history. Don’t leave part of the history blank.

People like to see their names in print.

Look for identifiers Look for identifiers You may need to say John Jones, in red, rather than far right if that more easily identifies him.

Starting outStarting out Avoid using a name at the beginning unless it’s a well known person.

Choose your words carefully – avoid a delayed lead.

Use commasUse commas George Bullard, lower left,

Be conversationalBe conversational

Be accurateBe accurate Verify everything. Check for consistency.

Double-check names. Don’t assume the photographer’s spelling is right.

Spell-check.

Don’t make judgmentsDon’t make judgments Never assume anything. Is the man really asleep in the park? Is he dead? Is he praying?

Ask questionsAsk questions Be as specific as possible. The more specific you are, the easier it is to understand the story. The 100-year-old train station, instead of the old station.

Use language that adds to the photograph.

Use active verbsUse active verbs

Avoid Avoid puns, cliches cliches

You are the editorYou are the editor Photo illustrates a story about the collapse of a stretch of elevated freeway. In the foreground are 2 women who are disturbed by the sight. In the background is the wreckage and assorted police and fire personnel.

Is this a good Is this a good cutline?cutline? Joline Smith and Mary Jones react in shock and sadness at the sight of the Nimitz Freeway collapse yesterday.

Situation 2Situation 2 Photo shows crowd at 1st game of season for local major league baseball team. In the foreground, is youngster wearing a logo jacket and carrying a banner. He’s in the upper deck. In the background is a panorama of the stadium.

Is this a good Is this a good cutline?cutline? This young fan came to Opening Day to fly the flag and root, root, root for the home team.

Situation 3Situation 3

Photo shows a Latino man in back of police car. He is looking straight at the camera and appears to be very angry.

Is this a good Is this a good cutline?cutline? Forgery suspect Jorge-Luis Ortega snarls at the camera after police arrest him at his Hayward home.