Adapted by
Dr. Mike Downing from
News Reporting and
Writing,
Eighth Edition
The Inverted Pyramid
 Journalists have been using the inverted pyramid
for generations to record the daily history of world
events.
 Frequently misdiagnosed as dying, the inverted
pyramid have more lives than a cat—perhaps
because the more people try to speed up the
dissemination of information, the more valuable
the inverted pyramid becomes.
 The inverted pyramid enables a reader to scan
news stories, making decisions about whether to
read further or move on to another story.
History of the Inverted Pyramid
 Most journalism book attribute the introduction of the
inverted pyramid to the use of the telegraph during the
Civil War.
 Forced to pay by the word, newspapers supposedly
instructed their correspondents to put the most important
information at the top.
 Researchers at USC have found that the formula was used
ever earlier.
 From that point, limitations in printing technology (like
typesetting and the need to actually “cut” a story, created a
continued need for the IP.
The Inverted Pyramid in Practice
 The lead sits atop all paragraphs
 The body paragraphs explain the story and provide
evidence to support the lead.
 Body paragraphs are arranged in descending order
of importance.
 Therefore, the writer must rank the information in
order of importance as s/he writes the story.
The Remainder of the Inverted Pyramid
 Elaborate on the information presented in the
lead, if necessary.
 Then, rank the information that was left out of the
lead, and introduce that information in order of
importance.
 Introduce one new idea per paragraph and be sure
to comment on the importance of the information
(the “so what?” factor).
 Include “actionable” information, such as Web
links or names/phone numbers
Lead Writing
 A “lead” is a simple, clear statement consisting of
the first paragraph or two of a story.
First, judge these factors:
• Relevance
• Usefulness
• Interest
• Timeliness
Then, follow the 5Ws and H
• Who?
• What?
• When?
• Where?
• Why
• How?
Types of Leads
 The “you” lead: “If President Bush gets his way, you
could find a check for $600 in your mailbox this
May.”
 Delayed identification lead: “A 39-year-old
carpenter was killed today in a two-car crash two
blocks from his home. Dead is William Domonske
of 205 West Oak Street.”
 Summary lead: “A bill requiring employers to give
workers up to three months unpaid leave in family
emergencies won Senate approval Thursday
evening.”
Lead Models
 A sample from the Associated Press: “An atomic bomb,
hailed as the most destructive force in history and as
the greatest achievement of organized science, has
been loosed upon Japan.”
 “David Livingstone, the missionary-explorer missing
for six years, has been found working in an African
village on the shores of Lake Tanganyika.”
When Writing the Lead, Remember…
 Double-check names
 Keep the lead short, typically fewer than 25 words.
 You may use two sentences, depending on the desired
impact. However, clarity is always the top priority.
 Attribute opinion
Danger Signals
 Avoid questions in leads. Readers don’t know the situation,
the people involved, or the context. It’s your job to provide
answers, not ask questions.
 Avoid leads that say what might happen next. Kutztown
University might form an alliance with Penn State. Talk to
people; don’t speculate. If KU officials are talking with PSU,
then report that. If it’s nothing more than conversation,
report that.
 Avoid leads that overreach: “Springfield residents were sad
to see the rain clouds yesterday.” Not so. Farmers and those
who worry about local water supplies were probably very
happy to see the rain.
Questions?