THINK LIKE A JOURNALIST
Andrea Pacini —
I once coached Tim Race, a former New York Times journalist, as he prepared a TEDx-style talk.
During our work together, he shared an idea worth reflecting on.
Journalists often ask themselves: What’s the headline thought?
It’s a simple question with a powerful purpose.
A headline thought is the core message – the thing that grabs attention and makes people want to know more.
This principle works in business communication, too.
Whether you’re writing an email subject line, a press release or the title of a presentation, you need to earn attention.
You can do that by making the point clear – or by sparking curiosity.
Tim shared two examples during his talk:
- ‘It’s the End of the Web as We Know It’ (Wall Street Journal)
- ‘Maybe She’s Born With It. Maybe It’s… Something Else’ (The New Yorker)
Different styles, same effect: they make you want to read.
Next time you prepare a talk, email or proposal, ask yourself: What’s the headline thought?
The first thing your audience sees should make them want to hear more.
This reflection is adapted from Timeless Presenter, my book on the principles of communication that never expire.