Lead writing is a crucial skill in journalism, shaping how audiences engage with news stories. A well-crafted lead captures attention, sets the , 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, , and impact to 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
: Directly states the most important facts of the story (who, what, when, where, why, how)
: Uses a more unconventional approach to draw the reader in, such as an anecdote, question, or descriptive scene
: Begins with an attention-grabbing statement or story before revealing the main point of the article
: 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
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: ": 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
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