The Broadcast News Lead

1. Summary lead

Ø one or two essential facts that clue the audience in to the crux of the story

Ø tells what the story is about and why they should be interested

Ø often not very specific

2. Hard news lead

Ø for breaking news

Ø for updating an ongoing story

Ø more specific

Ø gets to the heart of the story

Ø often information that the story can't do without

3. Soft news lead

Ø for features

Ø for analyses

Ø to give perspective

Ø to attribute value

a) suspended interest lead

Ø delaying the climax or punch line of the story

b) question lead: overused

Ø can be good for issues that generate debate or interest

c) freak events lead

Ø emphasize the unusual up front to generate interest

d) well-known expressions lead: try to avoid cliches

Ø can also be a play on words or a new working on a well known phrase

e) staccato lead

Ø sets a tone

Ø phrasing that tells the story

f) metaphor lead

Ø  uses a figure of speech to draw comparisons

g) literary (or cultural) allusion lead

Ø make sure you know your audience

h) parody lead

 Ø take-offs on well known events, sayings, persons