Following is a roundup of 10 interesting PR- and media-related stories found online last week:

Seven Tips for Writing Headlines That Pop in a Journalist's Inbox: Headlines help journalists determine what they want to read or think they should read, and what they can safely ignore. And since they sift through hundreds of press releases, media alerts and pitches each day, "it's so important that your press materials start with compelling, informative headlines (or, in the case of e-mail pitches, subject lines)." Among the seven tips for writing headlines that stand out are to be concise, don't overpromise and place your client's name in the headline. (PR News)

Why Studying Journalism Is Still a Good Idea: "Journalism majors are still alive and well, but not immune to the cries of the death of newspapers." So is getting a journalism degree still worth it? Yes, because the skills are still valuable. (Mediabistro's 10,000 Words)

Goldman Sachs' PR Response Missed a Golden Opportunity: A scathing resignation letter from a Goldman Sachs executive got plenty of attention last week. "Unfortunately, how Goldman Sachs responded to this op-ed maybe one of the PR missteps of the year." Instead of killing the crisis with kindness, the company added fuel to the fire by being defensive. (Bulldog Reporter)

Do Journalists Inform the Internet or Their Editors When They Have Breaking News?: "#BREAKING:" has become a well-known sight for veterans of Twitter. "But whom should journalists inform first when they have a big story -- their editors or the Internet? As reporters begin to grow more comfortable with social media, the question is being raised in newsrooms around the world." There are two schools of thought: one that requires tweets to pass through an editorial checkpoint before being sent out, and another that allows reporters to freely break news via Twitter. (American Journalism Review)

How Not to Use Pinterest: "Pinterest is a place for nice things." But the Record Journal in Ohio used Pinterest in a different way. The paper used the visual-based sharing site to broadcast updates and stories about the high-school shooting in the state on Feb. 27. It feels a bit off. (BuzzFeed FWD)

The New York Times Might Look Outside Journalism for Its Next Social Media Editor: The New York Times lost its social media editor, Liz Heron, to The Wall Street Journal. To replace Heron, The New York Times has a challenging task on its hands, since not many journalists have the right social media skills. The news organization's editor of interactive news won't count out the possibility of hiring a replacement from a "nontraditional source." (Poynter)

How to Get My Attention for Your Pitch: This journalist says that a "startlingly large proportion of the PR emails I receive are grossly incompetent — a waste of my time and inbox space. This has become so irritating that I periodically respond to individual emails with exasperated hectoring." Now he's making his advice public. He offers eight tips for PR professionals who are doing it wrong. Among them are to always include a link, talk to him like an adult, don't call him and make it easy for him to opt out of future communications. (Grist)

Homeless Hotspots: PR Crisis at SXSW: Homeless Hotspots was the big story from this year's SXSW Interactive Festival, and it might be one of the biggest PR disasters of the year. The program equipped homeless people in Austin, Texas, with devices that turned them into wireless hot spots. Users pay what they wanted to use the Wi-Fi connection and the homeless men and women kept the money. The media took offense to this and the backlash was heavy. (PR Daily)

'This American Life' Retracts Story on Apple's Factory in China: "This American Life" was forced to retract a segment from January about the working conditions in Chinese factories producing Apple products. The segment was found to have "significant fabrications." The creator of the piece said this in a statement: "I stand by my work. My show is a theatrical piece whose goal is to create a human connection between our gorgeous devices and the brutal circumstances from which they emerge. It uses a combination of fact, memoir, and dramatic license to tell its story, and I believe it does so with integrity." (Mediaite)

Journalism Opportunities Are Changing, Not Disappearing: The "traditional" career paths for journalists have all but disappeared, but that doesn't mean there aren't opportunities. In fact, according to a journalist and game designer who works in public relations, "there's never been a better time to be a journalist." However, two questions need to be answered: 1) What makes people share content? 2) How do people find content? "The media industry is in a state of flux, but many of the things that make a good journalist haven't really changed -- the power and the responsibility have just shifted to the journalists themselves." (Techdirt)

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