A Headline Is Worth a Thousand Words

Notice the differences in emphasis, capitalization, and keywords:

Publication	Headline
The New York Times	Pope Sets Down Goals for an Inclusive Church, Reaching Out ‘on the Streets’
Business Insider	Pope Francis Calls Unfettered Capitalism ‘A New Tyranny’
Reuters	Pope attacks ‘tyranny’ of markets in manifesto for papacy
Time	Pope Francis Denounces ‘Idolatry of Money’ And ‘Tyranny’ of Capitalism
The New York Daily News	The unholy dollar: Pope Francis slams ‘tyranny’ of markets and ‘idolatry of money’