leads

elements

Subject-verb-object order

specially effective in
broadcasting writing

order of information

delayed identification

modifiers in the first paragraph

WHO
WHAT
WHERE
WHEN
WHY
HOW

where to say when

the time element
must be placed
accurately

Point of emphasis

inverted pyramid

more important info.
first

active vs passive voice

active is generally preferred
but passive can be used when
the emphasis is on the what
happened and not who caused

breaking news leads

Updated leads
also called 'first
day lead'.

as if readers were hearing the
news for the first time
Often used in media and TV

Hard News Leads

Are meant to be used
if the subject is serious.
Generally, breaking news
that happened that day
or the day before are to
be given a summary-lead
approach

Explains how the readers and
viewers will be affected by
the issue covered

tells the reader where you
got your information from

accusations

must be attributed to
police or other autho-
rities

attribution first or last

You attribute first if
it is going to be brief
or if the person who
said a quote is the
most important
thing in a story

cluttered attribution

if it is too long, it will clutter
the lead and the audience
will be lost

quotes

whenever you quote
someone directly or
indirectly, the state-
ment needs to be a-
ttributed

avoid the use of full, direct
quotes on leads. It can be
confusing and awkward

descriptive

Centers in a person,
place, or event. It can
be used for news or for
news or for features

narrative

tells a story with
enough dramatic
action that who ever
reads it feels like they
are witnessing the
event

anecdotal

starts with a story
about a person or
an event. It is effec-
tive to combine a-
necdotal and descrip-
tive techniques

build-on-a-quote leads

be careful not to
repeat too much
of the quote in the
lead

other soft leads:
Focus-on-a-person
contrast leads
teaser leads
mystery leads
list leads
question leads
Word play (clichés)

cluttered

keep your leads concise
and simple. Don't try and
include all your facts in a
single sentence.

warm report

crystal ball leads

As most journalists
don't write about exact
sciences, it is unaccura-
te to predict the future

clichés

Mostly, you should
avoid using them, but
a play of words can be
a clever tool once in a
while

EX: Nightmare/dream

good/bad news

They tend to
be cliché, boring
and judgemental

plop-a-person

It is a misuse for
focus on a person.
When the author
starts the story with
a sketch of a person,
but then they disapear,
the story becomes mis-
leading

Reader Interest

What's more
interesting
about your story

Memorable Item

impression
or fact

Focus on a Person

Is there someone
who exemplifies the
problem or issue?

descriptive approach

will a description
of the scene relate
to the focus?

Mystery approach

can you tease the
reader with surprise
that leads to the nut
graph?

build on a quote

Is there a great
quote up on the
lead?

contrast

would a 'then and
now' approach work
in the story?

problem/solution

can you set up
a problem so the
reader wants to
find out a solution?

narrative storytelling

If you were just
telling a good sto-
ry, how would you
start?