2. The Lead Captures the
Essence of the Story
Doesn’t sound “written”, but
rather conversational
Narrative Storytelling Format-
you’re telling a story, not just
delivering “facts”
3. Relay Needed Information
to the Viewer/Listener
Making Yourself Clear ON
THE FIRST ATTEMPT - You
Only Get One Chance!
4. What is a Story “Lead”?
• The First Sentence
• Most Important Element
• Functions Much like a Headline Does for a
Newspaper
• “Point of Purchase” = will they “buy” it?
• A Main Difference between Print and Broadcast
Journalism in Regards to Leads?
PRINT = Skip to the Next Story
BROADCAST = Change the Channel/Station
5. “What’s In It For Me?” – When
Possible Address This for the
Viewer/Listener In Lead
Lead = Sales Pitch
YOU MUST KNOW THE ESSENCE
OF THE STORY YOURSELF
Capture the Essence and Make A
Connection to the Viewer
6. Avoid Past Tense, but be Natural and
Smart About It – Don’t Just Change
“Was” to “Is” and “Got” to “Get”, for
example
Your lead must still sound natural
and not like “TV SPEAK”/forced
present tense
7. BOOK’S EXAMPLE: PAGE 37 – 39:
• Use Worksheet
• A TUCSON BANK WAS ROBBED THIS
MORNING…AND THE GUNMAN GOT
AWAY. (PAST)
• A TUCSON BANK IS ROBBED THIS
MORNING…AND THE GUNMAN GETS
AWAY (FORCED PRESENT TENSE/“TV
SPEAK”)
8. 3 QUESTIONS WILL HELP FIX
THIS:
• WHO are the participants in this story?
• WHAT ARE each of the participants doing
right now/at the time your story airs?
• WHAT WILL they be doing later tonight,
tomorrow, or next week?
These Answers Will Help You Rewrite the
Lead.
9. WHO are the participants in this story?
• Police
• Employees Checking the Surveillance
Tape
• Bank Teller Who Was Robbed
• Witnesses
• The Gunman
• Otis Armstrong, a passerby
• The Viewing/Listening Public
10. WHAT are each of the participants doing
right now/at the time your story airs?
• Police Are Looking for the Gunman
• The Gunman is Trying to Avoid Capture
• Bank Teller Who Was Robbed Is Telling
His Story and Glad to be Alive
• Passerby is Doing the Same
• Bank Is Checking Surveillance Tapes
11. WHAT will they be doing later?
• The Gunman Will or Won’t Be Caught
• The Bank Will Release the Surveillance
Tape
• The Bank Will Reopen Tomorrow With
Business As Usual
• A GOOD LEAD CAN BE FASHIONED OUT
OF ANY AND ALL OF THESE FACTS
12. What’s the Most Interesting Human
Element of this Story?
Who Has the Most Interesting and
Colorful Story to Tell?
17. FUTURE TENSE EXAMPLES:
OTIS ARMSTRONG’S FAMILY
AND FRIENDS WILL LIKELY BE
HEARING ABOUT WHAT
HAPPENED TO HIM TODAY FOR
YEARS TO COME.
18. In Class Blackboard Exercise:
USING YOUR WORKSHEET AND THE BOOK’S
EXAMPLE, WRITE YOUR OWN PRESENT AND
FUTURE TENSE LEADS TO SHARE WITH THE
CLASS –BE ORIGINAL AND DON’T COPY THE
BOOK’S SUGGESTIONS. THAT’S TWO LEADS
YOU NEED TO WRITE – PRESENT AND FUTURE –
FOCUSING ON A PARTICIPANT IN THE STORY.
YOU CAN USE THE SAME PARTICIPANT FOR
BOTH OR TWO DIFFERENT PARTICIPANTS.
19. EVEN PAST TENSE CAN BE
USED IF DONE SMARTLY:
ONE SECOND OTIS ARMSTRONG
WAS WALKING DOWN THE STREET
WITHOUT A CARE IN THE
WORLD…THE NEXT…HE WAS
DIVING FOR COVER.
20. Video/Audio Offers the
Opportunity to Make a Direct
Connection with Audience
Ask a Question: HOW MUCH
TIME DID YOU SPEND IN
TRAFFIC THIS MORNING?
Using “YOU” Directly Addresses
Audience and Engages Them
21. Challenge Their Expectations
YOU MIGHT THINK IT’S NOT
EASY TO GET AWAY WITH
MURDER…BUT THAT’S NOT
THE CASE IN BLAMVILLE.
DETECTIVES THERE HAVE
SOLVED FEWER THAN HALF
OF LAST YEAR’S KILLINGS.
22. Relate to their Experiences*
IF YOU’VE EVER DRIVEN ON
THE INTERSTATE AND FOUND
YOURSELF SANDWICHED
BETWEEN TWO SEMIS…YOU
KNOW HOW FRIGHTENING BIG
RIGS CAN BE.
*Be sure it’s a common experience, though
23. How Many Facts Should Your
Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 37-38
24. SAMPLE LEAD:
A TRANSPUDDLE AIRLINES
SEVEN-THIRTY-SEVEN WITH FIFTY-
SEVEN PASSENGERS ON BOARD
DISAPPEARED FROM RADAR
SHORTLY AFTER TAKEOFF FROM
BUENOS AIRES THIS
MORNING…SPARKING A MAJOR
SEARCH BY THE ARGENTINE AIR
FORCE.
25. SAMPLE LEAD:
WAY TOO MANY FACTS
WE DON’T NEED TO KNOW
EVERYTHING IN THE FIRST
BREATH/SENTENCE
KEEP IT SIMPLE!
26. SAMPLE LEAD:
WE HAVE BREAKING NEWS
OUT OF ARGENTINA THIS
AFTERNOON…A MASSIVE
SEARCH IS UNDERWAY
FOR A MISSING JETLINER
27. EVERY STORY SHOULD HAVE A
CLEAR ROADMAP AS ITS
FRAMEWORK
THAT ROADMAP HAS THREE MAIN
ELEMENTS:
PREVIEW (BEGINNING)
VIEW (MIDDLE)
REVIEW (END)
28. PREVIEW (BEGINNING)
YOUR LEAD SIGNALS THE
TYPE OF STORY
VIEW (MIDDLE)
THE PERTINENT FACTS
REVIEW (END)
SUMMARIZES OR LOOKS
AHEAD
29. PREVIEW/BEGINNING:
WE HAVE BREAKING NEWS OUT OF ARGENTINA
THIS AFTERNOON…A MASSIVE SEARCH IS
UNDERWAY FOR A MISSING JETLINER.
VIEW/MIDDLE:
PERTINENT FACTS
REVIEW/END:
AUTHORITIES SAY THE SEARCH FOR THE MISSING
PLANE WILL CONTINUE THROUGH THE NIGHT.
IT IS UNKNOWN WHETHER ANY OF THE MISSING
PASSENGERS IS AMERICAN.
THE AIRLINE IS NOW IN THE PROCESS OF
CONTACTING RELATIVES OF MISSING PASSENGERS.
30. PREVIEW (BEGINNING)
YOUR LEAD SIGNALS THE
TYPE OF STORY
VIEW (MIDDLE)
THE PERTINENT FACTS
REVIEW (END)
SUMMARIZES OR LOOKS
AHEAD
31. To know how to tell a story, you
must first know what the story is!
Always ask yourself, “What is this
story about?”
If you can’t answer that in one
short declarative sentence you
need to stop and narrow your
focus
32. For your own purposes and
before you even start writing…
DEFINE THE “SOMETHING”
What happened?
DEFINE THE “SOMEONE”
Who did it happen to?
33. If you know the story you’re
telling, you’ll be much more
likely to tell it to your audience
in an engaging and effective
narrative way that helps them
feel they’ve lived it
themselves…
34. Always write in an ACTIVE
VOICE
SUBJECT then VERB then
OBJECT
ACT = Actor + Commission +
Target
35. KEEP IT SIMPLE – DON’T
OVERLOAD THE LEAD
SAVE THE DETAILS FOR THE
BODY OF THE STORY
REMEMBER: A LEAD IS A
HEADLINE!
PREVIEW THE STORY – DON’T
SUMMARIZE IT
36. Write How People Listen, NOT How
They Read
Using the “Mom Rule”, Visualize Sitting
Down with the Viewer/Listener and
Telling Them the Story
Keep Your Sentences Short
Be Friendly and Informal
Applies to Both your Leads and Copy
37. LEAD=FIRST SENTENCE
A CONVERSATIONAL HEADLINE
DOESN’T HAVE TO BE LONG OR
FULL OF FACTS
HIGHLIGHT HUMAN ELEMENTS
TO DRAW IN VIEWER/LISTENER
IDENTIFY STORY’S
PARTICIPANTS & ESSENCE
FOCUS ON PRESENT/FUTURE
38. Take the Writing Exercise you were
to submit yesterday (Writing
Exercise #3) and rewrite just the
lead using the guidelines as
discussed in class today
The Lead Captures the Essence of the Story
Doesn’t sound “written”, but rather conversational
Narrative Storytelling Format
Relay Needed Information to the Viewer/Listener, Making Yourself Clear ON THE FIRST ATTEMPT! You Only Get One Chance.
What is a Story “Lead”?
The First Sentence
Most Important Element
Functions Much like a Headline Does for a Newspaper
“Point of Purchase” = will they “buy” it?
A Main Difference between Print and Broadcast Journalism in Regards to Leads?
PRINT = Skip to the Next Story
BROADCAST = Change the Channel/Station
“What In It For Me?” – Answer This for the Viewer/Listener In Lead
Lead = Sales Pitch
YOU MUST KNOW THE ESSENCE OF THE STORY YOURSELF
Capture the Essence and Make A Connection to the Viewer
Avoid Past Tense, but be Natural and Smart About It – Don’t Just Change “Was” to “Is” and “Got” to “Get”, for example
BOOK’S EXAMPLE: PAGE 37 – 39:
Use Worksheet As We Go Along
A TUCSON BANK WAS ROBBED THIS MORNING…AND THE GUNMAN GOT AWAY.
A TUCSON BANK IS ROBBED THIS MORNING…AND THE GUNMAN GETS AWAY
3 QUESTIONS WILL HELP FIX THIS:
Who are the participants in this story?
What are they doing now?
What will they be doing later-tonight, tomorrow, or next week?
These Answers Will Help You Rewrite the Lead.
WHO are the participants in this story?
Police
Employees Checking the Surveillance Tape
Bank Teller Who Was Robbed
Witnesses
The Gunman
Otis Armstrong, a passerby
The Viewing/Listening Public
WHAT are they doing now?
Police Are Looking for the Gunman
The Gunman is Trying to Avoid Capture
Bank Teller Who Was Robbed Is Telling His Story and Glad to be Alive
Passerby is Doing the Same
Bank Is Checking Surveillance Tapes
WHAT will they be doing later?
The Gunman Will or Won’t Be Caught
The Bank Will Release the Surveillance Tape
The Bank Will Reopen Tomorrow With Business As Usual
A GOOD LEAD CAN BE FASHIONED OUT OF ANY AND ALL OF THESE FACTS
What’s the Most Interesting Human Element of this Story?
Who Has the Most Interesting and Colorful Story to Tell?
PRESENT TENSE EXAMPLES:
ONE TUCSON MAN IS RECOVERING FROM A FRIGHTFUL EXPERIENCE THIS AFTERNOON.
PRESENT TENSE EXAMPLES:
THIS HAS TURNED OUT TO BE A DAY ONE TUCSON MAN WON’T SOON FORGET
FUTURE TENSE EXAMPLES:
WHEN OTIS ARMSTRONG RETURNS TO WORK TOMORROW…HE’LL HAVE ONE AMAZING STORY TO TELL HIS FRIENDS.
FUTURE TENSE EXAMPLES:
POLICE HOPE EVIDENCE TO BE RELEASED TOMORROW WILL HELP THEM CATCH A CROOK.
FUTURE TENSE EXAMPLES:
OTIS ARMSTRONG’S GRANDCHILDREN WILL BE HEARING ABOUT THIS DAY FOR YEARS.
TAKE THE BOOK’S EXAMPLE AND WRITE YOUR OWN PRESENT AND FUTURE TENSE LEADS TO SHARE WITH THE CLASS –BE ORIGINAL AND DON’T COPY THE BOOK’S SUGGESTIONS. THAT’S TWO LEADS YOU NEED TO WRITE – PRESENT AND FUTURE
EVEN PAST TENSE CAN BE USED IF DONE SMARTLY:
ONE SECOND OTIS ARMSTRONG WAS WALKING DOWN THE STREET WITHOUT A CARE IN THE WORLD…THE NEXT…HE WAS DIVING FOR COVER.
Video/Audio Offers the Opportunity to Make a Direct Connection with Audience
Ask a Question: HOW MUCH TIME DID YOU SPEND IN TRAFFIC THIS MORNING?
Using “YOU” Directly Addresses Audience and Engages Them
Challenge Their Expectations
YOU MIGHT THINK IT’S NOT EASY TO GET AWAY WITH MURDER. BUT THAT’S NOT THE CASE IN BLAMVILLE. DETECTIVES THERE HAVE SOLVED FEWER THAN HALF OF LAST YEAR’S KILLINGS.
Relate to their Experiences*
IF YOU’VE EVER DRIVEN ON THE INTERSTATE AND FOUND YOURSELF SANDWICHED BETWEEN TWO SEMIS…YOU KNOW HOW FRIGHTENING BIG RIGS CAN BE.
*Be sure it’s a common experience, though
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
How Many Facts Should Your Lead Contain?
Maybe no specific facts at all
BOOK EXAMPLE: PAGE 41-42
Relate to their Experiences*
IF YOU’VE EVER DRIVEN ON THE INTERSTATE AND FOUND YOURSELF SANDWICHED BETWEEN TWO SEMIS…YOU KNOW HOW FRIGHTENING BIG RIGS CAN BE.
*Be sure it’s a common experience, though
KEEP IT SIMPLE – DON’T OVERLOAD THE LEAD
SAVE THE DETAILS FOR THE BODY OF THE STORY
REMEMBER: A LEAD IS A HEADLINE!
PREVIEW THE STORY – DON’T SUMMARIZE IT
Writing for the Ear
Write How People Listen, NOT How They Read
Using the “Mom Rule”, Visualize Sitting Down with the Viewer/Listener and Telling Them the Story
Keep Your Sentences Short
Be Friendly and Informal
Applies to Both your Leads and Copy
LEAD=FIRST SENTENCE
A CONVERSATIONAL HEADLINE
DOESN’T HAVE TO BE LONG OR FULL OF FACTS
HIGHLIGHT HUMAN ELEMENTS TO DRAW IN VIEWER/LISTENER
IDENTIFY STORY’S PARTICIPANTS & ESSENCE
FOCUS ON PRESENT/FUTURE