These leads compare and contrast one person or more, one thing or more with another and are used with any types of news stories. The lead will usually last for 2 to 3 paragraphs with a setting sentence of the scene as the first one. However, it is also possible to last for just 1 paragraph. The lead tells the readers the difference between two things, what something was and what it is now, yesterday and today, past and the present etc. In the case of hard news, the lead reports the breaking news, as an effective replacement to summary leads.
Writing a contrast lead: Observation remains an important element to help convince the reader to remain reading to the end of the story. It is also important to use turning terms such as 'now, today, but, yesterday' to move from what is being compared to what is being contrasted.
Staccato Leads-
A staccato lead is made up of short phrases to encourage the reader to read on into the story to the end. Some of the key elements are given, however, not all.
Writing a Staccato lead: A nut graph follows after the short phrases to tell the readers what is going on in detail to avoid keeping them waiting. It is usually divided into a first paragraph made of short burst phrases and a second paragraph containing the 'nut graph'.
Direct Address leads-
This type of lead contains a direct communication between the writer and the reader through using the word 'you', helping the reader feel personally attached to the story. This helps the effectiveness of the story as it makes the reader feel involved. If the writer takes on the direct address form in the first paragraph, it must be used for the remainder of the story. As for the second paragraph, the significance of the story is written, also known as the 'news peg', and the nut graph follows in the third.
Writing a Direct Address lead: It is not to be used frequently as it is not suitable for every type of news story. E.g. it is not appropriate for breaking news and hard news, because it must summarise the event with no personal contribution with the readers.
Note: the writer must be prepared to re-write the stories containing direct address leads as some editors frown upon these leads claiming that a reporter should not speak directly to his/her readers. They also believe that it might anger some readers through generalisation and eliminates a big part of the readership.
Question leads-
This lead can be used in feature and news stories, setting a tone and mood that relates to it. These leads start with a question directed at the reader. Like the direct address leads, they are disliked by many editors, in claim that they forces people to search for answers that should already be in the lead. It is assumed that writers who over use this type of lead, do so because they are incompetent writers.
Writing Question leads:
- Answer the question quickly, by the first or second paragraph at the most. Do not leave the reader waiting.
- An effective style is leaving the answer to the second paragraph to tease the readers; however, the answer should not be delayed any longer.
- It is encouraged to combine Question leads with Direct Address to involve the reader.
Quote Lead-
The story, whether feature or news, begins with the central character saying something. His/her quote may be the most effective in the story, or may help set the tone for what follows.
General Guide Lines for quote leads:
- To be used sparingly
- Banned by most editors in hard news as they do not provide the major elements.
- Most effective during broadcasting reporting, helping set a dramatic opening.
- In print reporting, the attribution goes in the first paragraph to make the identification process quick.
- Long quotes are to be avoided in the first paragraph.
- Attempt to include news elements with the quote in the first paragraph, if not possible, include in the second.
- To be avoided for more than two paragraphs as there is no need to keep the readers waiting for the news peg or the attribution.
- Increase quotations after reporting the news.
- Before writing a quote lead, ensure that is has the significance to draw in the readers and set the tone of the story.
- Screen for libel very carefully before including the quotes.
- Be sure to avoid misrepresenting the speakers' words if they happen to be out of context.
None-of-the-above leads-
If the lead does not fit in the above categories, it is known as a freak lead. It could be a combination of more than one type of lead, it could also be a song, a poem or something made up by the writer to introduce news or feature stories. It could be a problem if it is difficult to understand or too cute as it dissuades the readers to continue reading. Therefore, it works best as a combination of other types of leads rather than songs, poems, or made up writing.
Creating Effective leads
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Use strong verbs in leads, a strong verb in every sentence adds colour to the story. The sentences are to be written accurately, simply and concisely. It is important to be able to pick the suitable verb to enhance the sentence. Avoid outstanding expressions.
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Choosing a lead, which & when, this is based on one's instinct. There are no strict black and white rules for lead writing. Some writers write the lead before the story while others prefer to write it after the story is written.
Help Points for deciding on the lead:
- Use one's creativity: be different but understandable.
- What the sources said: deal with present obtained facts.
- One's observation: what is observed is the only limit.
- Tradition: know what should and should not be done.
- Editors: keep in account the preference of the editors.
- Space: take into consideration the amount of space provided for the article in the paper.
