Lead

Definition

In public relations writing, a lead is the opening sentence or paragraph of a piece that captures the reader's attention and summarizes the most important information. A good lead sets the tone for the rest of the content, giving readers a compelling reason to continue reading by addressing the who, what, when, where, why, and how of the story.

5 Must Know Facts For Your Next Test

1. A strong lead can significantly increase reader engagement and interest in the story, making it essential for effective communication.
2. Leads can take different forms, such as summary leads, anecdotal leads, or question leads, depending on the context and audience.
3. AP Style emphasizes clarity and conciseness in writing leads, encouraging writers to avoid jargon and unnecessary words.
4. The most effective leads answer key questions right away, providing readers with a clear understanding of what to expect from the rest of the content.
5. Revising and refining leads is often necessary to ensure they are impactful and aligned with the goals of the PR message.

Review Questions

• How does the structure of a lead contribute to effective communication in public relations writing?
  • The structure of a lead is crucial in public relations writing because it determines how effectively a message is communicated. A well-crafted lead summarizes essential information and captures attention right away, setting the stage for the rest of the piece. By addressing key elements like who, what, when, where, why, and how, it provides clarity and encourages readers to engage further with the content.
• What are some techniques for writing different types of leads in public relations materials?
  • Writing different types of leads involves using various techniques tailored to specific contexts. For example, summary leads deliver straightforward information quickly, while anecdotal leads might start with a short story to evoke emotion. Question leads can pique curiosity by posing an intriguing question that relates to the topic. Understanding when to use these techniques helps create engaging content that resonates with target audiences.
• Evaluate how adhering to AP Style guidelines influences the effectiveness of leads in public relations writing.
  • Adhering to AP Style guidelines greatly influences the effectiveness of leads by promoting clarity and consistency. AP Style encourages concise language and straightforward phrasing, which helps eliminate confusion for readers. This approach ensures that leads are direct and impactful, ultimately leading to better audience comprehension and engagement. By following these guidelines, public relations writers can craft leads that not only attract attention but also maintain professionalism in their communications.

Related terms

Inverted Pyramid: A writing style commonly used in journalism where the most important information is presented first, followed by supporting details in order of decreasing importance.

Nut Graph: A paragraph that provides the central point or theme of a story, usually appearing after the lead, which helps to clarify why the story is relevant.

Headline: A brief and catchy title for an article or news release that aims to grab attention and summarize the main point of the content.