This document discusses different types of leads used in journalism, including conventional leads that focus on who, what, when, where, why and how as well as unconventional leads like questions, quotations, contrasts, punches, staccato statements, epigrams, direct addresses, and pictures. It provides examples of each type of lead, with topics ranging from piracy to natural disasters to political speeches. The goal is to grab readers' attention in different ways at the beginning of a news story through these varied lead styles.

1. BEYOND THE INVERTED
PYRAMID

2. ACCURACY

3. Accuracy of
information is
necessary for
decision making.

4. Journalism’s
essence is the
discipline of
verification.

5. BALANCE

6. FAIRNESS

7. CLARITY

8. Rabbit turns turtle
PH Rabbit turns
turtle

9. OBJECTIVITY

11. Lead is like a miniskirt
on a pretty woman –
long enough to cover
the subject, but short
enough to be
interesting,

12. The Mass Communication
students of Colegio De Dagupan
attended the 7th Annual
Conference of Journalism and
Mass Communication students of
the Philippines held in Quezon
City on August 4.

13. Nasungkit ni Stephanie Romero,
ABMC-II ang ika-pitong pwesto sa
Kapisanan ng mga Broadkaster ng
Pilipinas (KBP) Accreditation Exam sa
Bonuan Binloc, Dagupan City noong
ika-29 ng Nobyembre.

14. CONVENTIONAL LEAD

15. WHO LEAD
“President Noynoy Aquino has
officially approved the budget
allocated for the victims of the
typhoon Pablo in the different
provinces of Mindanao.”

16. WHAT LEAD
“Super typhoon Pablo hit
the Philippines on Saturday
morning leaving damages
amounting to P7.5 billion
and killing 152 in the
different provinces in
Mindanao.

17. WHERE LEAD
“Lingayen, Pangasinan
has finally hosted the
Palarong Pambansa
2012 which officially
started last April 2 after
years of waiting.”

18. WHEN LEAD
“Tomorrow, March 15 is the
last day for filing individual tax
returns.”

19. WHY LEAD
“To stop the illegal production and
selling of pirated DVDs and VCDs
in the City of Makati, City Mayor
Raul Binay strengthened the Anti-
Piracy Bill by releasing the
ordinance that will punish even
those who buy such materials last
week.”

20. HOW LEAD
“Staging a 48-hour walk
out beginning today,
nearly 100 employees of
GMA Network demanded
that government stop
dictating how they cover
the news.

21. UNCONVENTIONAL LEAD

22. QUESTION LEAD
Will RH Law really
solve the problem
of most Filipino
women?

23. QUOTATION LEAD
“Kayo ang boss ko.” This was the
statement emphasized by newly-elected
President Benigno Aquino
III in his Inaugural speech
yesterday in Quirino Grandstand.

24. CONTRAST LEAD
Four years ago, she was just
a plain housewife. Today,
Corazon Aquino is the
President of the Philippines,
the most powerful woman in
the country.

25. PUNCH LEAD
Those who are buying pirated
DVDs and VCDs will be brought to
jail.
This was the original objective of
the ordinance soon to be
implemented by the authority in
order to fight off piracy next
month.

26. STACCATO LEAD
Wrecked cars. 56 dead
people. And a backhoe
meant to bury and hide all of
them. These welcomed the
members of the police and
the media yesterday morning
in a remote area in
Maguindanao.

27. EPIGRAM LEAD
Crime does not pay. But
employees from the Mangaldan
Municipal Hall learned this only
when they were arrested by the
police for allegedly stealing the
people’s money to pursue their
own interests.

28. DIRECT ADDRESS LEAD
Stop buying pirated DVDs!
The new ordinance approved
and released by the city
government last week shall
penalized not only those who
sell pirated DVDS and VCDs
but also those who buy them.

29. PICTURE LEAD
Clutching her baby girl, Mrs.
Lourdes Arquiza could not
control her tears when she
heard that her husband
Capt. Oscar Arquiza, was
sentenced yesterday to die
by lethal injection.