3.3 Lead writing

Lead writing is a crucial skill in journalism, shaping how audiences engage with news stories. A well-crafted lead captures attention, sets the tone, and conveys the main point efficiently. It's the gateway to the story, determining whether readers continue or tune out.

Different types of leads serve various purposes. From straight news leads that deliver facts quickly to creative leads that use unconventional approaches, journalists must choose the right style for each story. Mastering lead writing involves balancing brevity, clarity, and impact to hook readers from the first sentence.

Fundamentals of lead writing

Importance of strong leads

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• Captures the audience's attention and entices them to keep reading or watching the story
• Sets the tone and direction for the rest of the article or broadcast
• Establishes the main point or angle of the story right from the start
• Strong leads can make the difference between a viewer staying engaged or tuning out

Types of leads

• Straight news lead: Directly states the most important facts of the story (who, what, when, where, why, how)
• Creative lead: Uses a more unconventional approach to draw the reader in, such as an anecdote, question, or descriptive scene
• Delayed lead: Begins with an attention-grabbing statement or story before revealing the main point of the article
• Teaser lead: Hints at the story's content without giving away too much, encouraging the audience to keep reading or watching

Summary vs creative leads

• Summary leads provide a concise overview of the story's main points
  • Best suited for hard news stories that require a straightforward approach
  • Quickly conveys the essential information to the audience
• Creative leads take a more unconventional approach to engage the audience
  • Often used in feature stories, human interest pieces, or lighter news topics
  • Can include anecdotes, questions, descriptions, or other attention-grabbing techniques
  • Should still be relevant to the story and not mislead the audience

Crafting effective leads

Key elements of leads

• Brevity: Leads should be concise and to the point, usually no more than 25-30 words
• Clarity: Use simple, easy-to-understand language that quickly conveys the main point
• Accuracy: Leads must be factually correct and not mislead the audience
• Active voice: Using active voice makes the lead more engaging and easier to follow

Answering the 5 W's and H

• Who: The people or entities involved in the story
• What: The event, action, or development that occurred
• When: The time the event took place or when it was discovered
• Where: The location where the story unfolded
• Why: The reasons behind the event or its significance
• How: The manner in which the event happened or how it was carried out

Grabbing audience attention

• Use strong, vivid language that evokes emotion or creates a clear picture in the audience's mind
• Highlight the most unusual, surprising, or impactful aspects of the story
• Create a sense of urgency or importance that compels the audience to keep reading or watching
• Use techniques like anecdotes, questions, or contrasts to draw the audience in

Concise and clear language

• Avoid jargon, technical terms, or unnecessarily complex vocabulary
• Use short, simple sentences that are easy to understand
• Be specific and avoid vague or ambiguous language
• Cut out any unnecessary words or details that don't directly contribute to the main point

Lead writing techniques

Anecdotal leads

• Begin with a brief, engaging story or anecdote that illustrates the main point of the article
• The anecdote should be relevant to the story and not mislead the audience
• Example: "When John Smith lost his job due to the pandemic, he never imagined he'd be starting his own successful business just six months later."

Question leads

• Open with a question that piques the audience's curiosity and encourages them to keep reading or watching to find the answer
• The question should be relevant to the story and not feel like a gimmick
• Example: "What would you do if you discovered a hidden treasure in your backyard?"

Descriptive leads

• Paint a vivid picture of a scene, person, or event using descriptive language and sensory details
• The description should be relevant to the story and set the tone for what's to come
• Example: "The acrid smell of smoke filled the air as flames engulfed the historic downtown building, lighting up the night sky with an eerie orange glow."

Contrast and comparison leads

• Highlight a striking contrast or comparison that relates to the story's main point
• This technique can be used to show a significant change, difference, or juxtaposition
• Example: "While most teenagers spend their summers relaxing, 16-year-old Maria Hernandez spent hers building a robot that could revolutionize the healthcare industry."

Direct address leads

• Speak directly to the reader, using "you" or "your" to create a sense of connection and engagement
• This technique can make the story feel more personal and relevant to the audience
• Example: "Have you ever wondered what it would be like to live on Mars? NASA's latest mission might just bring us one step closer to finding out."

Lead writing for different stories

Hard news leads

• Focus on the most important facts and details of the story
• Use a straightforward, summary-style lead that quickly conveys the essential information
• Example: "A massive 7.2 magnitude earthquake struck the coast of Japan this morning, triggering tsunami warnings and causing widespread damage."

Feature story leads

• Use a more creative, engaging approach to draw the audience into the story
• Can employ techniques like anecdotes, descriptions, questions, or contrasts
• Example: "In a small, unassuming workshop on the outskirts of town, 88-year-old Mabel Johnson crafts handmade wooden toys that have captured the hearts of children around the world."

Breaking news leads

• Emphasize the immediacy and urgency of the developing story
• Provide the most up-to-date information available while acknowledging that the situation may still be unfolding
• Example: "Breaking News: A massive fire has broken out at City Hall, with multiple fire departments responding to the scene. Stay tuned for updates as this story develops."

Investigative report leads

• Highlight the most significant or shocking findings of the investigation
• Use a strong, attention-grabbing lead that underscores the importance of the story
• Example: "A six-month investigation by our news team has uncovered evidence of widespread corruption within the city's police department, including bribery, evidence tampering, and cover-ups."

Refining lead writing skills

Avoiding common lead mistakes

• Buried lead: Failing to put the most important information at the beginning of the lead
• Excessive detail: Including too much background information or unnecessary details in the lead
• Clichés: Using overused or trite phrases that fail to engage the audience
• Misleading leads: Using a lead that doesn't accurately reflect the content of the story

Editing and revising leads

• Read the lead aloud to check for clarity, flow, and conciseness
• Ask yourself if the lead effectively conveys the main point of the story and grabs the audience's attention
• Consider alternative lead techniques or approaches that might better suit the story
• Revise and refine the lead until it feels polished and effective

Adapting leads for various platforms

• Print: Leads for print stories can be slightly longer and more detailed than those for broadcast
• Broadcast: Leads for television and radio should be shorter, more conversational, and easy to read aloud
• Digital: Leads for online stories should be optimized for search engines and social media shares, using keywords and compelling language
• Social media: Leads for social media posts should be even more concise and attention-grabbing, as users are scrolling through a feed

Lead writing exercises and practice

• Analyze leads from various news sources and identify the techniques used
• Practice writing leads for different types of stories (hard news, features, breaking news, etc.)
• Participate in lead writing workshops or classes to receive feedback and guidance
• Collaborate with other journalists to critique and refine each other's leads

Leads in the newsroom workflow

Collaboration with reporters and editors

• Reporters and editors work together to craft effective leads that accurately represent the story
• Editors provide feedback and guidance to help refine leads and ensure they meet the organization's standards
• Collaboration ensures that the lead is the best possible representation of the story and engages the audience

Leads and story development

• The lead can serve as a guide for the rest of the story, setting the tone and direction
• As the story develops, the lead may need to be revised to reflect new information or angles
• The lead should always be a priority, as it is the first thing the audience will read or hear

Leads as a tool for pitching stories

• A strong, compelling lead can help sell a story idea to editors or producers
• When pitching a story, journalists should have a clear idea of the lead they envision and how it will grab the audience's attention
• A well-crafted lead can demonstrate the potential impact and importance of the story

Leads and the newscast rundown

• In broadcast news, the lead is often used as the "tease" for the story in the newscast rundown
• The tease should be a brief, compelling statement that entices viewers to stay tuned for the full story
• The lead should be carefully crafted to fit the tone and style of the newscast while still accurately representing the story