Headlines, subheads and captions are an important element in your design. Headlines organize your material and strengthen your message. They help focus the reader to the page. Use upper and lower case letters in the headline. All caps is too hard to read.
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.