Subheads provide a transition from the headline to the body copy. They will guide the reader through large blocks of type. They should compliment the pictures, not compete with the body copy. When using headlines, subheads and captions always remember consistency. They should be the same throughout the design.
Pull quotes reinforce ideas.
A pull quote is a short quotation used as a graphic device to summarize surrounding material and draw attention to it. As a design element, it can be set it large type, reversed or boxed. It is used to break up large amounts of body copy and keep the document from becoming too gray. Reversed type helps call out pull quotes as a graphic element. You'll want to use large san serif typefaces when doing a reverse.