News leads are the gateway to your story, hooking readers from the start. They distill the most crucial information into a concise, engaging opening that answers key questions and sets the tone for what follows.

Different lead types serve various purposes. Summary leads provide a quick overview, anecdotal leads humanize stories, and descriptive leads paint vivid pictures. Effective leads are concise, clear, and captivating, carefully crafted to draw readers in.

Lead Writing Fundamentals

Elements of strong news leads

• Captures the reader's attention with engaging, compelling content that encourages further reading
• Conveys the most important information by answering the 5 W's and H (Who, What, When, Where, Why, and How) and prioritizing the most newsworthy aspects
• Concise and to the point, typically no more than 35-40 words, avoiding unnecessary details or background information
• Sets the tone for the rest of the article by matching the style and tone of the news story and providing a clear direction for the article's content

Types of news story leads

• Summary lead
  • Most common type in news writing, provides a brief overview of the main points
  • Answers the most important of the 5 W's and H
  • Example: "A massive fire broke out in a downtown apartment complex last night, leaving 20 people homeless and causing an estimated $500,000 in damages"
• Anecdotal lead
  • Begins with a brief, engaging story or anecdote related to the main topic to draw the reader in with a human-interest angle
  • Transitions to the main point after the anecdote
  • Example: "'I lost everything,' said John Smith, standing in front of the charred remains of his apartment. Smith is one of the 20 residents left homeless by a massive fire that tore through the downtown apartment complex last night"
• Descriptive lead
  • Paints a vivid picture of a scene, person, or event using sensory details to engage the reader's imagination
  • Often used in feature stories or human-interest pieces
  • Example: "The acrid smell of smoke filled the air as flames leaped from the windows of the downtown apartment complex, illuminating the night sky with an eerie orange glow"

Techniques for effective leads

1. Identify the most newsworthy aspect of the story by considering timeliness, proximity, prominence, impact, and novelty, focusing on the element that will most likely capture the reader's attention

2. Choose the appropriate lead type

   • Use a summary lead for breaking news or hard news stories
   • Consider an anecdotal lead for human-interest stories or to provide a personal perspective
   • Employ a descriptive lead for feature stories or to set a scene

3. Keep it concise and clear, aiming for no more than 35-40 words, using simple, direct language that is easy to understand, and avoiding jargon, acronyms, or complex terminology

4. Engage the reader by using active voice to create a sense of immediacy, employing strong, vivid verbs to convey action and excitement, and avoiding clichés or overly sensational language

5. Revise and refine by reading the lead aloud to check for clarity and flow, ensuring that the lead accurately reflects the content of the article, and making necessary revisions to improve the lead's effectiveness