1 The rule in plain terms
In headline writing, the style rule is straightforward: use single quotation marks for direct quotations and for words used in a special or ironic sense. Double quotation marks are reserved for a quotation within a quotation. This convention is a hallmark of AP style and is widely followed on copy desks. The rule applies to headlines, subheadings, and other display type where space is tight and clarity is paramount. For example, a headline might read: Mayor: 'We will rebuild'. Here, the single quotation marks set off the mayor's exact words. If the headline included a quote within that quote, you would use double quotation marks for the inner quote: Mayor: 'She said "yes"'. This nesting keeps the levels of quotation clear. The rule also extends to words used in a nonliteral or ironic sense, such as: The 'expert' had no answers. In that case, the single quotation marks signal that the word is not being used in its usual sense. The key is consistency: once you adopt single quotation marks for these purposes in headlines, apply them uniformly across all display type. This avoids confusion and maintains a polished, professional appearance.
2 Why editors enforce it
Editors enforce this rule for several practical reasons. First, headlines are read quickly, and quotation marks are visual cues that tell readers they are seeing someone's exact words. Using double quotation marks in a headline can make the quote blend in with the surrounding text or look like a mistake, especially when the headline is set in a bold or large font. Single quotation marks stand out more clearly and are less likely to be mistaken for punctuation errors. Second, consistency matters. If one headline uses double quotation marks and another uses single, the page looks sloppy and readers may wonder if there is a difference in meaning. Third, the rule helps distinguish between a direct quote and a paraphrase. In a headline, a direct quote must be attributed, and the single quotation marks signal that the words are not the writer's own. Fourth, this convention saves space. Single quotation marks take up less horizontal room than double quotation marks, which is a real consideration in tight headline layouts. Finally, adhering to a known style rule reinforces the credibility of the publication. Readers may not consciously notice the difference, but they sense when copy is clean and consistent. Editors enforce the rule to uphold that standard.
3 Where writers usually slip
Writers most often slip by using double quotation marks in headlines out of habit. In body text, double quotation marks are standard for direct quotes, so when writers turn to headlines, they may unconsciously carry that convention over. Another common error is omitting quotation marks entirely when the headline includes a direct quote. For instance, a writer might draft: Mayor says we will rebuild, without any quotation marks, even though the words are a direct quote. That blurs the line between a quote and a paraphrase. A third slip is using single quotation marks for a paraphrase or for a word that is not actually a quote. For example: Mayor 'announces' plan. Here, the single quotation marks around announces suggest irony or doubt, which may not be intended. Writers also sometimes mix single and double quotation marks within the same headline, creating a confusing patchwork. Another frequent mistake is failing to attribute the quote properly. A headline like 'We will rebuild' leaves readers wondering who said it. The fix is to include a short attribution, such as Mayor: 'We will rebuild'. Finally, writers may forget that the rule applies to all display type, not just the main headline. Subheadings, decks, and pull quotes should follow the same convention. Staying alert to these common missteps can save a lot of editing time.
4 Applying the rule on deadline
On deadline, you need a fast, reliable way to apply the rule. Start by identifying whether the headline contains a direct quote. If it does, enclose the quoted words in single quotation marks and add a brief attribution, usually a name or title followed by a colon. For example: Coach: 'We played hard'. If the quote is a full sentence, capitalize the first word inside the quotation marks. If it is a fragment, lowercase is fine. Next, check for any quotation within the quotation. If the quoted words themselves contain a quote, use double quotation marks for the inner quote. For example: Coach: 'She said "go"'. This nesting is rare in headlines but can occur. If the headline uses a word in a special or ironic sense, enclose that word in single quotation marks. For example: The 'miracle' cure. Be sure the irony is clear from context; otherwise, readers may take the word literally. When space is extremely tight, you may need to shorten the quote, but do not change the words. Use an ellipsis to indicate omitted words, but avoid ellipses at the start or end of a headline quote. Always attribute the quote; a quote without attribution is useless in a headline. Finally, proofread the headline as a whole. Read it aloud to catch any awkwardness. With practice, these steps become second nature, and you can apply the rule quickly under pressure.
5 Legitimate exceptions
There are a few legitimate exceptions to the single-quotation-mark rule in headlines. One is when the headline includes a quotation within a quotation. In that case, use double quotation marks for the inner quote, as noted earlier. Another exception is when the quotation is a well-known phrase or saying that does not need attribution. For example, a headline might read: 'To be or not to be' is the question. Here, the single quotation marks set off a familiar phrase, and no attribution is needed because the source is common knowledge. However, be cautious: if the phrase is not universally recognized, attribute it. A third exception is when the headline is a direct quote that is also the entire headline, and the attribution is given in the deck or subhead. In that case, you might omit the attribution from the headline itself, but you still use single quotation marks. For example, a headline could be: 'We will rebuild', with a subhead: Mayor promises quick recovery. This is acceptable if the subhead provides the attribution. A fourth exception is in feature headlines that use a quote as a design element, such as a pull quote. In those cases, the publication's style may allow double quotation marks for aesthetic reasons, but consistency within the publication is key. Finally, some publications use double quotation marks in headlines as a matter of house style, but if you are following AP style, single quotation marks are the norm. Always check your publication's style guide for any deviations.
6 A worked example from the copy desk
Imagine a reporter files a story with the following headline: Mayor says "We will rebuild" after storm. The copy editor immediately sees two problems: the headline uses double quotation marks, and the attribution is awkward. Following AP style, the editor changes the double quotation marks to single and tightens the attribution. The revised headline reads: Mayor: 'We will rebuild'. This is cleaner and more direct. The colon after Mayor signals attribution, and the single quotation marks set off the quote. Now suppose the mayor's full quote was: "We will rebuild, and we will be stronger than ever." The editor might shorten it to fit: Mayor: 'We will rebuild'. The ellipsis is not needed because the quote is a complete thought in itself. If the editor wanted to include the second part, the headline could be: Mayor: 'We will rebuild ... stronger than ever'. Here, the ellipsis indicates omitted words. Next, consider a headline with a quote within a quote. The mayor said: "The governor told me, 'You have our full support.'" The headline might be: Mayor: 'Governor said "full support"'. The inner quote uses double quotation marks, and the outer quote uses single. This nesting is correct. Finally, check for any words used ironically. If the mayor's plan was widely criticized, a headline might read: Mayor's 'rebuild' plan draws fire. The single quotation marks around rebuild signal skepticism. The editor ensures the irony is clear from the rest of the headline. After these adjustments, the headline is accurate, clear, and consistent with AP style.
7 Quick reference and related rules
For quick reference, remember: single quotation marks in headlines for direct quotes and for words used in a special or ironic sense; double quotation marks only for a quote within a quote. Always attribute direct quotes with a colon or a short phrase. Capitalize the first word of a full-sentence quote. Use an ellipsis to mark omitted words within a quote, but avoid ellipses at the beginning or end of a headline quote. Related rules include the use of quotation marks in body text, where double quotation marks are standard for direct quotes. In body text, single quotation marks are used for a quote within a quote, and for words used in a special sense. Another related rule is the use of colons in headlines to introduce quotes or attributions. A colon can also set off a subtitle or a list, but in headlines it often signals attribution. Also, be mindful of the difference between a direct quote and a paraphrase. Only direct quotes take quotation marks. Paraphrases do not. If you are unsure whether a phrase is a direct quote, check the source material. Finally, remember that headline style may vary by publication, so always consult your own style guide. But if you are following AP style, the single-quotation-mark rule is the standard. Keep these points handy, and you will write clean, consistent headlines that serve readers well.