This document provides guidance on writing effective news leads or introductions to news stories. It recommends writing a terse lead that summarizes the key details of who, what, when, where, why and how in 1-2 sentences of no more than 35 words. It also provides tips on identifying the most important element, using past tense, subject-verb-object structure and avoiding buried leads, questions, direct quotes or obscure people in the lead. The document outlines common pitfalls to avoid and emphasizes writing clearly and concisely.