To write an effective lead, you have to know–first and foremost–what the story is about. Start with the five W’s and an H:
- What happened?
- Who did it happen to?
- Where did it happen?
- When did it happen?
- Why did it happen?
- How did it happen?
With that knowledge you can logically zero in on the two basic focusing questions:
- What the news?
- What is this story about?
Here are some suggestions as you start writing.
- Try to put yourself in the role of your audience. What is the most important information they need to know? Why does this news matter?
- Interview your best source: yourself. You’ve reported the story. You are the best authority you have.
- Don’t spend all your time on a lead. You can revise it later.
Taken from The Lead Lab, a self-directed course by Chip Scanlan at Poynter NewsU.
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