1. Cutlines
PR305: Dr. Kelly Winfrey

2. Cutlines The text under a visual, the “captions”
A miniature story that helps the visual stand alone
Inform about the content of the visual and ties it to the larger message
Vary in length from one line to short paragraph
Necessary because the identify, describe, explain and elaborate

3. Why Use Cutlines?
Aside from the headlines, cutlines are the most frequently read text in the media
Readers often stop after reading headlines and cutlines
Might be your only chance to convey your information
Best chance to set the stage for the angle of your story

4. How to Write a Cutline
Think of it like a lead for your visual, a clear and concise, yet specific and detailed summary
Multiple sentences are ok
The Ws
Who- very important because visuals often include people; always identify all the people who appear in visuals, usually left to right
What- identify what is happening in the visual. Add enough to facilitate understanding, even if you need to include relevant but not apparent details to the visual

5. How to Write a Cutline The Ws
When- note when if its relevant, for example if its an older photo. When its noted in the lead of the story you don’t always need to note it in the cutline
Where- visuals almost always have a setting, so place is often important. Be specific.
Why- not always relevant. If you use the why make sure its factual

6. How to Write Cutlines Work with reader behavior
People look first at visuals
Then they look at the cutline
Don’t state the obvious in your cutline
Point to something new about the visual that makes the reader look again. The cutline should add information
Think about what the reader might overlook, what context might make the reader see things in a new light

7. Cutlines- Dos and Don’ts
Do write in full sentences
Do identify all aspects accurately; cutlines have the same standard of accuracy as the story
Do explain technical information
Do address potential reader misunderstandings
Do introduce senses (hearing, smelling, tasting, and touch)

8. Cutlines- Dos and Don’ts
Don’t repeat the obvious
Don’t repeat information from the headline or lead
Don’t change the mood or viewpoint captured by the photographer
Don’t editorialize by telling the reader how the subjects “feel” or what they are “thinking”
Don’t reference the visual; “as pictured above” or “is shown”

9. Cutline Tips
Underline the nouns and verbs in your cutline. If they don’t tell the story by themselves, revise.
Circle all the facts in your cutline. If you see areas un- circled, revise.
Write the cutline with the finished image in front of you.
The first sentence is always present tense for immediacy, the remaining are past tense
Don’t mix present and past in same sentence “She holds her baby Thursday” revise into 2 sentences

10. Cutline Ethics They must be truthful and presented in a fair context
Careless cutlines will embarrass, hurt, and/or anger the subjects and hurt your credibility
Good cutlines result in fewer lawsuits, bad ones might get you fired
All visuals must include a byline (name of photographer) and declaration of image (photo, portrait, illustration, etc).

11. Cutline Examples
Masked man prepares to throw rock as two other masked men look on.

12. Cutline Examples Bad example- States the obvious
Masked Palestinians throw stones at Israeli border police in Jerusalem on Sunday.
Masked man prepares to throw rock as two other masked men look on.

13. Cutline Examples
Israeli Border Police worry about mounting violence outside Jerusalem’s Old City on Sunday.

14. Cutline Examples Bad example- Editorializes
Israeli border police detain a Palestinian man during clashes outside Jerusalem's Old City on Sunday.
Israeli Border Police worry about mounting violence outside Jerusalem’s Old City on Sunday.

15. Cutline Examples
Headline: Greenspan Predicts Economic Growth to Hit 3 Percent or Higher
Former Fed Chairman Alan Greenspan, shown here in 2008, says economic growth may exceed 3 percent.

16. Cutline Examples
Headline: Greenspan Predicts Economic Growth to Hit 3 Percent or Higher
Bad- Redundant with headline
Former Fed Chairman Alan Greenspan, shown here in 2008, says “temporary actions” can help the jobless.
Former Fed Chairman Alan Greenspan, shown here in 2008, says economic growth may exceed 3 percent.

17. Cutline Examples
Michael Buchanek

18. Cutline Examples Bad- Provides no context, facts or purpose
Michael Buchanek, former sheriff’s deputy, is suing authorities after sniffer dogs targeted him as a suspect.
Michael Buchanek

19. Cutline Examples
The innocence Project of Texas has raised questions about identifying potential suspects.

20. Cutline Examples Bad- No link to visual
The Innocence Project of Texas has raised questions about using sniffer dogs to single out potential suspects.
The innocence Project of Texas has raised questions about identifying potential suspects.

21. Key Questions Which of the W’s is emphasized?
How many facts are included?
Does the cutline add extra info or repeat the obvious?
What are the readers likely to add to or read into their interpretation of the photo’s content?
Does the cutline relate to the photo
How compelling is the news situation out of which the photos arose- the so what factor?
Does the cutline editorialize?

22. Activity
Each group will be given an article with a photo. Write an appropriate cutline for your photo.
You might not know exactly what is in the photo, so you are free to make up the cutline facts, as long as it fits with the overall news story.
Share and discuss with class.