Writing leads

1. Writing leads How you start is quite important

2. Intro • In mass media writing, we refer to the opening paragraph of a story as the lead. • It is also sometimes spelled lede, to avoid confusion with the word lead, which has multiple meanings.

3. Why’s it so important? • Particular importance is placed on the lead because:- It often contains the most newsworthy information in the story.- It serves to “hook” the reader. A good lead draws readers into the story and gets them interested in reading on.- Web searches.

4. Poor leads • An otherwise quality story might never be read if it suffers from a poor lead. The reader may just decide to stop reading if the opening is no good.

5. The straight news lead • A typical lead for an inverted pyramid story is one that delivers the most important information straight at the top. • Good because it gets to the point quickly. • Readers are used to this structure. It is familiar to us all.

6. Technical structure • A good lead is typically 25 words or less. • We follow normal rules for punctuation, grammar, word usage and verb tense in good leads.

7. Leads answer basic questions • Who, what, where and when. • Lead contains just enough information to relay the main news. • Other details can go in subsequent paragraphs.

8. So what is the big deal? • When we are starting a story, writers need to decide what is the most important piece of information to relay. • What about this story has the greatest impact on the most readers or viewers in my audience?

9. Basic types of stories and leads • An accident – was anyone injured or killed? Damage? • Tragedies – fire, robbery, crime. What was the result? • Money – taxes, fees, tuition hikes. Changes? • Something that is spectacular or unusual. • Something this is new. New business, new product, etc.

10. Emphasize • Your lead should emphasize your story’s most interesting and important developments. • It should emphasize the story’s impact on readers and viewers in your audience. • It should emphasize the most unusual or unexpected developments.

11. All those terms to refer to leads • In the portion of the textbook on leads, the author used several different terms to describe leads. • Don’t worry so much about the specific terms; instead, focus on absorbing the concepts behind the terms.

12. Avoid leads like these • Questions. Leads that ask a question are not good. Stories answer questions instead of raising them. • Direct quotations. Do not use. Ever. They lack context. • Definitions. Snore. • Cliches.

13. Similarities • If you look at leads in print and broadcast news reports, you’ll find similarities in structure are apparent. • Also public relations and advertising. • In PR and advertising, leads can take on even more importance, because you are trying to promote or sell something, and you may have limited time and/or space.