Every PR professional, sub-editor and writer will agonise over a headline.  And rightly so - it makes the difference between a piece ignored or read.

For PRs, it is the first step towards a press release or pitch to an editor progressing further. 

And for Journalists, it is the first draw into their article. 

Get it wrong and your carefully honed words will sink without trace.

As this excellent article from digital marketing agency Babel Quest reminds, the headline has one simple job: to ensure that the reader moves on to the first sentence.  That's it.  Job done. 

Take this advice: leave the headline to last, seek input from colleagues, and be creative.