This document provides guidance on writing effective leads for TV journalism. It emphasizes that the lead should capture the essence of the story in an easy to understand manner using the most important facts. Specifically, it recommends including the new, now, and next elements of the story in a conversational tone. It also advises determining what makes a story newsworthy by considering how many people it affects and for how long. The document provides examples of poorly and well-written leads and encourages connecting with viewers by understanding how the story impacts them.

1. LEAD WRITING
TV Journalism

2. What is a lead?
■ The first sentence of your story
■ The best opportunity to grab a viewer’s
attention
■ Similar to a headline
The most important thing to keep in mind when writing your lead is that it must
be clear and easy to understand.

3. Three ingredients of a well written
lead
1. Capture the essence of the story. What’s the point?
2. Conversational writing. The anchor sounds like they’re
speaking with someone, rather than reading a script at
them.
3. Most important facts of the story presented in a
narrative. Impact and emotion drive good storytelling.

4. The Art of the Lead
■ Use clear and powerful statements so viewers know why
they should care.
■ Always understand how your story affects viewers before
writing your lead.
■ Active writing.
■ New, Now, Next.
■ Write the way you speak (only better)

5. What makes a story newsworthy?
Ask yourself:
■ Does this story affect people?
■ How many people does it affect?
■ How long will the story affect people?
■ Does it have legs?
■ Determining what’s new, now, next:
■ Who are the participants in the story?
■ What are they doing right now? (or at the time that the newscast
airs)
■ What will they be doing next?

6. Avoid
■ Using a person’s name in the lead line, unless that person is
known to every viewer.
■ Using too many facts or numbers in your lead line.
■ Assuming the viewers know what you’re talking about.
■ Passive writing.
■ Past tense.
■ Long sentences.

7. Examples
Poorly written Lead:
• Twenty- nine- year- old Matt Thomas was arrested for the shooting death of
eighty- nine- year- old Mary Smith near the Chase Bank on 4505 East Fletcher
Avenue at eleven A-M.
Better:
A FAMILY IS DEVASTATED THIS EVENING AFTER AN ELDERLY WOMAN WAS SHOT TO
DEATH IN BROAD DAYLIGHT. THE MAN ACCUSED OF KILLING 89- YEAR- OLD MARY
SMITH IS NOW UNDER ARREST.
Note: it’s difficult to follow every “rule.” By trying to use “new, now, next,” parts
of this is passive. I also felt her age was more important than writing in active
voice in the second sentence. If I want to make the second sentence active I could
write it like this, but then it would be past tense:
■ POLICE ARRESTED THE MAN ACCUSED OF KILLING 89- YEAR- OLD MARY SMITH.

8. Connecting with your viewer in your lead
By understanding how a viewer is affected by your story, you can re-word your lead
like these examples:
■ YOU MAY WANT TO INVEST IN SOME RAIN BOOTS BECAUSE IT’S EXPECTED TO
FLOOD THIS WEEKEND.
■ IF YOU HAVEN’T BOUGHT ALL OF YOUR CHRISTMAS PRESENTS YET, TIME IS
RUNNING OUT.
■ HAVE PLANS THIS WEEKEND? YOU MAY WANT TO CHANGE THEM ONCE YOU HEAR
HOW MUCH RAIN IS HEADED YOUR WAY.

9. Rule of Thirds
We write for the ear. That means viewers don’t get a chance to go back and read
what your script says. That’s why you should limit the number of items in a script
to three.
Example script:
APPLE ADDICTS ARE GONG TO NEED SIRI’S HELP FILLING THEIR TIME UNTIL NEW
GADGETS ARE RELEASED.
{TAKE VO}
A NEW I-PHONE IS JUST ONE OF THE INNOVATIONS EXPECTED AT TOMORROW’S BIG
ANNOUNCEMENT.
RUMORS ARE SWIRLING ONLINE ABOUT A HUGE I-PAD.
PLUS, APPLE’S C-E-O PROMISES THAT VOICE ACTIVATED APPLE T-V WILL CHANGE
THE FUTURE OF TELEVISION.
RTDNA posted a great list of examples to keep your writing tight and
accurate: http://rtdna.org/article/writing_tip_avoid_unneeded_modifiers

10. Your leads (Homework #1)