How to Write a Lead

Introduction

The lead, or opening paragraph, is the most important part of a news story. With so many sources
of information – newspapers, magazines, TV, radio and the internet – audiences simply are not
willing to read beyond the first paragraph (and even sentence) of a story unless it grabs their
interest. A good lead does just that. It gives readers the most important information in a clear,
concise and interesting manner. It also establishes the voice and direction of an article.

TIPS FOR WRITING A LEAD

1. The Five W’s and H: Before writing a lead, decide which aspect of the story – who,
what, when, where, why, how – is most important. You should emphasize those aspects
in your lead. Wait to explain less important aspects until the second or third sentence.
2. Conflict: Good stories have conflict. So do many good leads.
3. Specificity: Though you are essentially summarizing information in most leads, try to be
specific as possible. If your lead is too broad, it won’t be informative or interesting.
4. Brevity: Readers want to know why the story matters to them and they won’t wait long
for the answer. Leads are often one sentence, sometimes two. Generally, they are 25 to 30
words and should rarely be more than 40. This is somewhat arbitrary, but it’s important –
especially for young journalists – to learn how to deliver information concisely. See the
OWL’s page on concise writing for specific tips. The Paramedic Method is also good
for writing concisely.
5. Active sentences: Strong verbs will make your lead lively and interesting. Passive
constructions, on the other hand, can sound dull and leave out important information,
such as the person or thing that caused the action. Incomplete reporting is often a source
of passive leads.
6. Audience and context: Take into account what your reader already knows. Remember
that in today’s media culture, most readers become aware of breaking news as it happens.
 If you’re writing for a print publication the next day, your lead should do more than
merely regurgitate yesterday’s news.
7. Honesty: A lead is an implicit promise to your readers. You must be able to deliver what
you promise in your lead.

WHAT TO AVOID

1. Flowery language: Many beginning writers make the mistake of overusing adverbs and
adjectives in their leads. Concentrate instead on using strong verbs and nouns.
2. Unnecessary words or phrases: Watch out for unintentional redundancy. For example,
2 p.m. Wednesday afternoon, or very unique. You can’t afford to waste space in a news
story, especially in the lead. Avoid clutter and cut right to the heart of the story.
3. Formulaic leads: Because a lot of news writing is done on deadline, the temptation to
write tired leads is strong. Resist it. Readers want information, but they also want to be
entertained. Your lead must sound genuine, not merely mechanical.
4. It: Most editors frown on leads that begin with the word it because it is not precise and
disorients the reader.

TYPES OF LEADS

Summary lead: This is perhaps the most traditional lead in news writing. It is often used for
breaking news. A story about a city council vote might use this “just the facts” approach. Straight
news leads tend to provide answers to the most important three or four of the Five W’s and H.
Historically this type of lead has been used to convey who, what, when and where. But in today’s
fast-paced media atmosphere, a straightforward recitation of who, what, when and where can
sound stale by the time a newspaper hits the stands. Some newspapers are adjusting to this reality
by posting breaking news online as it happens and filling the print edition with more evaluative
and analytical stories focused on why and how. Leads should reflect this.

Anecdotal lead: Sometimes, beginning a story with a quick anecdote can draw in readers. The
anecdote must be interesting and must closely illustrate the article’s broader point. If you use this
approach, specificity and concrete detail are essential and the broader significance of the
anecdote should be explained within the first few sentences following the lead.

Other types of leads: A large number of other approaches exist, and writers should not feel
boxed in by formulas. That said, beginning writers can abuse certain kinds of leads. These
include leads that begin with a question or direct quotation and those that make a direct appeal
using the word you. While such leads might be appropriate in some circumstances, use them
sparsely and cautiously.

EXAMPLES

Summary lead:

County administrator faces ouster

By Tony Cook for The Cincinnati Post, Jan. 14, 2005

Two Hamilton County Commissioners plan to force the county’s top

administrator out of office today.

Commentary: This lead addresses the traditional who, what and when. If this information had
been reported on TV or radio the day before, this lead might not be a good one for the print
edition of the newspaper; however, if the reporter had an exclusive or posted this information
online as soon as it became available, then this lead would make sense. Note that it is brief (15
words) and uses an active sentence construction.

Summary lead:

Lobbyists flout disclosure rules in talks with commissioners

By Tony Cook and Michael Mishak for the Las Vegas Sun, July 13, 2008

On more than 170 occasions this year, lobbyists failed to file disclosure
forms when they visited Clark County commissioners, leaving the public in
the dark about what issues they were pushing and on whose behalf.
Commentary: This lead is more representative of the less timely, more analytical approach that
some newspapers are taking in their print editions. It covers who, what and when, but also why it
matters to readers. Again, it uses active verbs, it is specific (170 occasions) and it is brief (35
words).

Anecdotal lead:

Tri-staters tell stories of the devastating tsunami

By Tony Cook for The Cincinnati Post, Jan. 8, 2005

From Dan Ralescu’s sun-warmed beach chair in Thailand, the Indian Ocean
began to look, oddly, not so much like waves but bread dough.

Commentary: This article is a local angle on the devastating tsunami that struck Southeast Asia
in 2005. As a result of the massive death toll and worldwide impact, most readers would have
been inundated with basic information about the tsunami. Given that context, this lead uses an
unexpected image to capture the reader’s attention and prepare them for a new take on the
tsunami. Again, it is brief (23 words).

Question lead:

Same lobbyist for courts, shorter term, more money

By Tony Cook for the Las Vegas Sun, June 29, 2008

What’s increasing faster than the price of gasoline? Apparently, the cost of
court lobbyists.
District and Justice Court Judges want to hire lobbyist Rick Loop for
$150,000 to represent the court system in Carson City through the 2009
legislative session. During the past session, Loop’s price tag was $80,000.
Commentary: Question leads can be useful in grabbing attention, but they are rarely as effective
as other types of leads in terms of clearly and concisely providing the main point of a story. In
this case, the second paragraph must carry a lot of the weight that would normally be handled in
the lead.

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Writing Columns
Reviewed

March 2022

Reviewed by Katherine Foran

Extension Communications and Marketing

Debrah Jefferson
Extension and Agricultural Information

What is a column? A column is not a news article, but it is news. It generally answers why and
how. It often is personal, using the first and second person (I and you). A column often states an
opinion. It is said to be like writing an open letter. A column also has a standard head, called a
title, and a by-line (name) at the top. These identify you and your column for the reader.

How do you write a column?

Before writing a column, think about and decide on the purpose, audience, content and structure.
Purpose
Why are you writing? Is it to inform the community about an event? Does the paper's editor, the
community or co-workers want it? Are you entertaining, informing or educating? Do you seek an
identity or exposure?

Audience
Whom are you trying to reach? Who are you reaching? Decide on your audience. Write in their
language, at their level, about things the audience needs to know or wants to know.

Content
What will your column discuss? How will you discuss it? Answering why and how will help
determine what. Remember, columns should be based on facts and should be accurate.

Names are crucial in a personal column. Personal columns may be informal; yet accuracy and
sourcing material counts.

Structure
How will your message get to your audience? There are other types of columns besides the
personal column, too. Some of these cover specific topics or types of information. They can be
"question and answer," "new ideas," "how-to-do-it" pieces or "calendars" and "coming events."

Personal columns should have many local names. They also use words like: "I," "we" or "you."

Column suggestions
When writing a column, do
 Give the reader timely, helpful information.
 Develop a structure and keep it. Write on a regular schedule.
 Write simple and short sentences and paragraphs.
 In personal columns, use local names and places.
 Let others speak for you by use of quotes and references.
 Learn the difference between a column and a news story.

When writing a column, don't

 Use technical or complex words, unless required; then explain simply.
 Talk in jargon or unfamiliar terms.
 Talk about one topic constantly.
 Include too much detail or material. You should be stimulating interest, not exhausting a subject.
 Refer to yourself as a third person (this author, your reporter) or quote yourself (Jimmy Jones
said). Instead use mine.
Tips on column writing
 Write the way you talk. But don't discard good English usage and grammar.
 Try to uncover a "lead" or opening that will catch the interest of your readers.
 Use a variety of material, not just one subject.
 Write about people. When using subject matter, try to tell the story through the experiences of
local people.
 Write simply. Avoid technical or difficult words, long sentences, long paragraphs.
 Don't weigh your column down with too much detail. Try to stimulate interest in a subject, but
don't exhaust the subject.
 Jot down ideas, names, figures, impressions, etc., in a note pad while visiting farms and homes.
This provides the very best column material.
 Be timely. Keep up with the effect of weather conditions, seasons, etc., pointing out the
significance of these conditions locally.
 Remember the people you're talking to and give them information that will benefit them in a
way they can understand.
 Always get your column to the editor or publication on schedule.

Choosing the Content

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1.

1
Determine why you are writing a column. Figure out what you
(or your editor) want the column to be about. Do you want to
entertain or inform? Asking yourself why you are writing a column will
help you figure out what you want to write about. If you want to
entertain, you might want to write about humorous topics or make a
serious topic comical. Wanting to inform your audience might mean
your column is more factual, educational, and serious. [1]
2
Write about your opinion. Unlike more traditional forms of journalism (such as
news reports or articles), a column is by nature biased and opinionated. Think of a topic
that you are passionate about and that you have a strong opinion on when figuring out
your content. It will be a lot easier to write a column if you care about the subject. [2]
 Although a column is biased, you should still have journalistic
integrity and not maliciously slander anyone.

3
Choose relevant topics. News stories come and go very quickly. When writing a
column on recent events, move fast. You will want to write a column about a recent
event within 24-48 hours after the event happened. Choose relevant topics that you
have good perspective or advice about.
 For example: if a political debate happens on a Sunday, you
will want a column on your viewpoint of the debate written by
Monday or Tuesday.
 Check social media to see what people are posting about and
get ideas for your column.[3]
Write about people. Choose topics for your column where you can write about people.
Using real people in your column gives it a stronger impact and helps you prove your
point.[4] Writing about concepts and policies without using names does not have as
much of an effect as using real names.[5]
 For example: if you are writing a column on your opinions on
immigration, use the story of a local immigrant in your column.

5
Localize and personalize your column. If you are writing a column for a local
publication, then make sure to give issues a local point of view as much as you can.
You can also use your own experiences to show you understand something from a first
hand experience.
 For example: if you are talking about problems in the
education system, don’t be too general. Focus on the schools
in your town and the problems kids in your town have faced or
still face at school.

6
Stick to a theme. Keep your column about the same general topic (politics, beauty,
local issues, etc.). However, you should have variation within your theme. Your readers
might get bored of your column if they feel like they are reading the same thing
repeatedly.[6]
 For example: if your theme is beauty you can talk about curly
hair in one piece, eyeliner in another, and lipstick in another.

7
Write about personal topics. Don’t be afraid to write articles on personal topics.
Your views are out in the open in columns. Write about topics that allow you to reveal
and expose yourself. This personalization and vulnerability is what will make readers
keep reading your column.[7]
 For example: if you are passionate about helping the homeless
population, write about your feelings on homelessness in your
column.
 If you have five dogs, then write a piece about dogs and
include information about your own experiences with dogs.

 8
 Gear your column towards your audience. Writing a column for
teenage girls is going to be lot different than writing a column for business
owners. Think about your audience when writing a column and how they
pertain to your topic.[8][9]

9
Create a structure. There are different structures for columns. You can have a
personal column about a specific subject or about a variety of subjects. You might want
a column that is in the form of “question and answer,” to give advice or to educate.
Informative columns can also be written in a “how to” format.[10]
 Claiborne Ray writes a Q&A structured column for The New
York Times on simple science topics.[11]
 Maureen Dowd writes a traditionally structured column on
politics for The New York Times.[12]
Creating Your Column
Write clearly. Don’t complicate your column with confusing and technical language.
Keep your writing simple. Use short sentences and paragraphs.[13] Start a new
paragraph whenever you have a new thought, even if that means a paragraph is only a
sentence or two.
 Your column should be between 600 and 800 words. [14]

Write in AP Style. Journalistic writing is usually written in Associated Press (AP) Style. This
style includes specific requirements for abbreviations, grammar, titles, and names. Refer to an
AP Style guidebook or search online to learn the rules of AP Style when writing your column.
[15]

3
Use first person. In a column, don’t be afraid to talk about yourself as yourself.
When writing your opinions, say it is your opinion. Don’t refer to yourself or quote
yourself in third person (either by your name or as “the author” or “the reporter”). [16]
 For example, you could write: “I find it horrific that our taxes
are not being used to help more homeless people find jobs.”
 Don’t write: “Sara Finn, the author, was horrified to discover
her taxes were not being used to help more homeless people
find work.”

4
Write the way you talk. A column is more personal than other types of journalism.
Your language in a column does not have to be as formal. While maintaining good
grammar, keep your tone casual and personal. [17]
 Don’t write too formal: “Hell’s Kitchen, a neighborhood in New
York City, is known for its variety of delicious restaurants.”
 Instead write: “As a self-proclaimed 'pasta expert,' I thought I
knew good pasta. However, when I went to Hell’s Kitchen
during my trip to New York, I ate fettuccine that changed my
life.”

5
Write an attention grabbing lead. The “lead” (or lede) is the opening section of
your column. Unlike traditional new reporting, your column should have a descriptive
and attention grabbing lead.[18][19]
 For example: “It was 11 p.m. and I still had not eaten dinner. I
was starving, angry, and lost in New York City. I finally found
an Italian restaurant that was still open and ran inside,
completely unaware that I was about to have fettuccine that
would change my opinion on pasta forever.”

 6
 Use facts. Your column should not be a huge list of facts, but you should
back up your statements with facts to make your opinions more concrete.
 Even though a column is not a news report, you still might want to conduct
interviews and do online research to back up your points. You will be taken
more seriously if you know what you are talking about.[20]

7
Use analogies to simplify your writing. If you are explaining something
complicated or technical, use analogies to simplify and make your point. This will help
your readers understand what you are saying in your column.[21]
 For example: “When trying to understand how the business
was hiding their money to get out paying taxes, think of the
files on your laptop. When you put files in the “trash can” they
seem gone, but really they are still there and accessible if you
drag them out. The CEO put his money into a “trash can,” so
the government would not see it.”

8
Be passionate, but have a solution. A column is the perfect time to be
passionate about your point of view. Share your opinions and viewpoints loud and clear.
However, you can’t just write a column of you complaining about an issue. You need to
finish off your column with solutions. The audience of your column wants your opinion
and they want answers. [22]
 For example: “I am disappointed and disgusted by the number
of homeless veterans living on our streets. Let's raise the taxes
of the wealthy and use that money to help the homeless.”

Simply put, a byline is the name under the title of an article that indicates who wrote
it. This is also called an author bio .

Larger headline above a

smaller main headline
hammer headline noun A larger headline above a smaller
main headline; it uses just a few words in a larger font size.