{"id":14914,"date":"2016-12-12T00:50:18","date_gmt":"2016-12-12T04:50:18","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=14914"},"modified":"2019-11-11T11:28:42","modified_gmt":"2019-11-11T15:28:42","slug":"what-happened-why","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2016\/12\/what-happened-why\/","title":{"rendered":"What happened? Why?"},"content":{"rendered":"<h2>News in the headline, the reasons behind it in the deck<\/h2>\n<p>One way to avoid repeating yourself in your news headline and deck: Answer &#8220;What happened?&#8221; in the headline and &#8220;Why?&#8221; in the <a href=\"http:\/\/revvingupreadership.com\/2010\/06\/decks-do-the-heavy-lifting-online\/\" target=\"_blank\" class=\"locked\" rel=\"noopener noreferrer\">deck<\/a>.<\/p>\n<figure id=\"attachment_14926\" aria-describedby=\"caption-attachment-14926\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"14926\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/12\/what-happened-why\/what-happened-why\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" data-orig-size=\"480,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"What happened? Why?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;They&#8217;ve got questions&lt;\/strong&gt; But don&#8217;t put all of the answers in the headline. &lt;em&gt;&lt;a href=&quot;https:\/\/www.flickr.com\/photos\/sylvain_masson\/4195880838\/&quot; title=&quot;Image&quot; target=&quot;_blank&quot;&gt;Image&lt;\/a&gt; by &lt;a href=&quot;https:\/\/www.flickr.com\/photos\/sylvain_masson\/&quot; title=&quot;Tintin44&quot; target=&quot;_blank&quot;&gt;Tintin44&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-300x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" alt=\"What happened? Why?\" title=\"What happened? Why?\" width=\"480\" height=\"480\" class=\"size-full wp-image-14926 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-150x150.jpg 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-300x300.jpg 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-144x144.jpg 144w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/480;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"14926\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/12\/what-happened-why\/what-happened-why\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" data-orig-size=\"480,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"What happened? Why?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;They&#8217;ve got questions&lt;\/strong&gt; But don&#8217;t put all of the answers in the headline. &lt;em&gt;&lt;a href=&quot;https:\/\/www.flickr.com\/photos\/sylvain_masson\/4195880838\/&quot; title=&quot;Image&quot; target=&quot;_blank&quot;&gt;Image&lt;\/a&gt; by &lt;a href=&quot;https:\/\/www.flickr.com\/photos\/sylvain_masson\/&quot; title=&quot;Tintin44&quot; target=&quot;_blank&quot;&gt;Tintin44&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-300x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg\" alt=\"What happened? Why?\" title=\"What happened? Why?\" width=\"480\" height=\"480\" class=\"size-full wp-image-14926\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-150x150.jpg 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-300x300.jpg 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/12\/what-happened-why-144x144.jpg 144w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-14926\" class=\"wp-caption-text\"><strong>They&#8217;ve got questions<\/strong> But don&#8217;t put all of the answers in the headline. <em><a href=\"https:\/\/www.flickr.com\/photos\/sylvain_masson\/4195880838\/\" title=\"Image\" target=\"_blank\" rel=\"noopener noreferrer\">Image<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/sylvain_masson\/\" title=\"Tintin44\" target=\"_blank\" rel=\"noopener noreferrer\">Tintin44<\/a><\/em><\/figcaption><\/figure>\n<p>These <em>USA Today<\/em> headlines demonstrate this approach. I include the leads here to give you more context for the story.<\/p>\n<table class=\"pinktable\" style=\"\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>What happened?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><span style=\"font-size: medium;\"><strong>Taliban attacks spur calls for troops<\/strong><\/span><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Why?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><strong>Enemy undeterred despite airstrikes<\/strong><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Lead<\/strong><\/td>\n<td valign=\"top\" width=\"460\">A shortage of ground troops in Afghanistan has led the Pentagon to significantly intensify its air campaign in the first half of the year to the highest levels since 2003 to fight the resurgence of the Taliban.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"pinktable\" style=\"\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>What happened?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><span style=\"font-size: medium;\"><strong>Kidney stone cases could heat up<\/strong><\/span><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Why?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><strong>Global warming cited as culprit<\/strong><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Lead<\/strong><\/td>\n<td valign=\"top\" width=\"460\">Global warming could trigger a rise in kidney stones, resulting in 1.6 million new cases by 2050, University of Texas researchers warned Monday.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"pinktable\" style=\"\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>What happened?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><span style=\"font-size: medium;\"><strong>Vacant shipping containers<\/strong><br \/>\n<span style=\"font-size: medium;\"><strong> given new life on land<\/strong><\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Why?<\/strong><\/td>\n<td valign=\"top\" width=\"460\"><strong>Steel boxes being reused as building blocks for eco-friendly, affordable housing<\/strong><\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"133\"><strong>Lead<\/strong><\/td>\n<td valign=\"top\" width=\"460\">An outside-the-box idea has some architects and home buyers turning to inside-the-box eco-friendly, affordable housing that uses as building blocks the 8-by-40-foot steel containers often left vacant at seaports.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<div id='MC-PR-LIOTR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-49\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop, starting Nov. 13-17\" title=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop, starting Nov. 13-17\" title=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you reach nonreaders with PR copy?<\/h3>\r\n<p>People skim 67% of news, according to a recent Harris Poll. Just 19% read news word-by-word.<\/p>\r\n\t\r\n<p>So how can you craft PR pieces that get the word out to flippers and skippers?<\/p>\r\n\r\n<p>Find out at <a title=\"NOT Your Father\u2019s PR Writing \u2014 PR-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><strong>NOT Your Father\u2019s PR Writing<\/strong><\/a> \u2014 our PR-writing workshop.<\/p>\t\r\n\r\n<p>There, you\u2019ll learn to make the most of the hot spot in your headline \u2026 get found with Ann\u2019s simple SEO techniques and tools \u2026 and make your message more skimmable with the palm of your hand.<\/p>\r\n\r\n<p>Plus: Learn to make your PR message 47% more usable by adding a few simple elements.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>News in the headline, the reasons behind it in the deck<\/p>\n","protected":false},"author":6,"featured_media":14926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[65],"tags":[261,240],"class_list":{"0":"post-14914","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-decks","9":"tag-headlines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What happened? Why? - Wylie Communications, Inc.<\/title>\n<meta name=\"description\" content=\"What happened? Why?: Put news in the headline, the cause in the deck. They&#039;ve got questions. But don&#039;t put all of the answers in the headline.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2016\/12\/what-happened-why\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What happened? Why?\" \/>\n<meta property=\"og:description\" content=\"What happened? Why?: Put news in the headline, the cause in the deck. They&#039;ve got questions. 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