here's what the Guardian has to say about headlines:
headlines
Use active verbs where possible, particularly in news headlines: "Editors publish new style guidelines" is much better than "New style guidelines published". Avoid tabloidese such as bid, brand, dub, and slam, and broadsheet cliches such as insist, signal, and target.

Take care over ambuiguity: "Landmine claims dog UK arms firm", which appeared in the paper, contains three words that can be a noun and a verb; as a result, you have to read the headline several times to work out what it means.

Also to be avoided are quotation marks, unless essential to signify a quote or for legal reasons. And resist the temptation to replace "and" with a comma: "Blair and Brown agree euro deal" not "Blair, Brown agree euro deal".

Be careful when making references to popular culture: "Mrs Culpepper's lonely hearts club banned" works, because most people are familiar with Sgt Pepper's, but allusions to your favourite obscure 70s prog-rock album are likely to pass over most readers' heads. Long after everyone had forgotten the 60s movie Charlie Bubbles, tabloid sports subeditors continued to mystify readers by using the headline "Charlie bubbles" whenever Charlie Nicholas (or any other Charlie) scored a goal.

Puns are fine - "Where there's muck there's bras", about a farmer's wife who started a lingerie business, was voted 2003 headline of the year by our staff - but do not overuse, or resort to tired puns such as "flushed with success" (this story has got a plumber in it!). In the 70s, the Guardian suffered from a reputation for excruciating puns; today, we want to be known for clever, original and witty headlines

http://www.guardian.co.uk/styleguide/page/0,5817,184838,00.html

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