Good Writing &
Leads
PR: 305 Dr. Kelly Winfrey
Spelling
• If you’re not sure, double check
• Use an online or printed dictionary
• Make sure you’re looking up the right word
• Be aware of most commonly misspelled words
• Receive, all right, renovate, innovative, caliber, aggressive,
flier, integrate, commitment
• Even if the word sounds right, it might be wrong
• Petitions v. partitions
• alternate v. alter
Grammar
• Affect/effect
• Affect is usually a verb (This will affect my mood)
• Effect is usually a noun (This could have a negative effect
on my mood)
• Which/that
• Which needs a comma and could be removed without
changing the meaning
• This class, which is offered every semester, provides an
introduction to PR to non-majors.
• This is the class that provides an introduction to PR for
non-majors.
Grammar
• It’s/its
• It’s is always it is
• Its is possessive
• They’re, their, there
• They’re on a dare in their underwear over there.
• Active/passive voice
• Active is preferable because it tightens the sentence
• She made the lasagna.
• The lasagna was made by her.
Grammar
• Use exact nouns and verbs over adjectives and adverbs
• He walked very quickly into the room.
• He darted into the room.
• Avoid adverbs when possible
• Very, rather, quite, somewhat
Editing
• One word rather than two to express an idea
• Walked quickly v. darted
• Use active over passive voice
• Nouns and verbs are better than adjectives and adverbs
• Look at p. 17 of How-To News Writer for a great
example of editing.
Lead Writing
• The lead (or “lede”) is the beginning of your story
• It is short, usually just a sentence
• The lead is the most crucial part of your entire story
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Informs
Intrigues
Engages audience
Arouses interest
Sets the tone
Summarizes
4 Steps
1. Collect facts
• You can’t summarize without all the info
2. Find the 5Ws questions
• Who, What, When, Where, Why, (and maybe How)
3. Prioritize the 5 questions
• What needs to be in the lead?
• What can wait a paragraph or two?
• What deserves to start the lead?
4 Steps
4. Revise, revise and revise
• Is it too wordy?
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One sentence? Max of 30-40 words
Is it an active sentence?
Does it use active verbs?
Is it compelling?
Is it clear?
Example Straight
News Leads
• Who: Three employees of Cartright Steel, Hans
Petersburg, 57, Shiloh Jackson, 44, and Nora
Blackwell, 48, were injured.
• What: 60 tons of copper tubing was dumped.
• When: Wednesday at 4:12 am.
• Where: The Mississippi River 15 miles south of
Dubuque.
• Why: Strong winds capsized cargo barge.
Who Lead
• Hans Petersburg, 57, Shiloh Jackson, 44, and Nora
Blackwell, 48, employees of Cartright Steel, were
injured when strong winds capsized their cargo barge,
dumping 60 tons of copper tubing into the Mississippi
River Wednesday.
• Three people were injured when strong winds capsized
a cargo barge, dumping 60 tons of copper tubing into
the Mississippi River Wednesday.
• Exception: Prominence - recognizable name is
newsworthy
What Lead
• There was an accident resulting in 60 tons of copper
tubing being dumped into the Mississippi River
Wednesday after strong winds capsized a cargo barge.
• Sixty tons of copper tubing were dumped into the
Mississippi River Wednesday after strong winds
capsized a cargo barge.
• Sixty tons of copper tubing plunged into the
Mississippi River Wednesday after strong winds
capsized a cargo barge.
When/Where Leads
• When:
• Early Wednesday morning, three people were injured
when strong winds capsized a cargo barge.
• Where
• Fifteen miles south of Dubuque on the Mississippi River,
three people were injured when strong winds capsized a
cargo barge Wednesday
Why Lead
• Why:
• Strong winds capsized a cargo barge on the Mississippi
River Wednesday, injuring three people and dumping 60
tons of copper tubing into the water.
Straight Lead
Comparisons
• Why: – Strong winds capsized a cargo barge on the
Mississippi River Wednesday, injuring three people
and dumping 60 tons of copper tubing to the river bed.
• Who: – Three people were injured when strong winds
capsized a cargo barge, dumping 60 tons of copper
tubing into the Mississippi River Wednesday.
• What: – Sixty tons of copper tubing plunged into the
Mississippi River Wednesday after strong winds
capsized a cargo barge.
Other Leads- Inform
• Delayed identification lead
• Withhold info for second paragraph
• Blind lead
• Withhold significant info for effect
• Wrap or Roundup Lead
• List of several items, equal weight to show commonality
• Starting statement or zinger
• Grab attention
Leads to Avoid
• Topic lead
• The board of regents had their quarterly meeting
yesterday.
• Potential correction: The board of regents voted last night
to extend the tuition freeze for Iowa public universities.
• Question lead
• Did the governor sign or veto the funding increase for
mental health facilities?
• Potential correction: The governor vetoed an increase in
mental health funding.
Inverted Pyramid
Inverted Pyramid
• Primary lead
• 25-40 words- short and to the point
• Provides summary of who, what, when, where, why and
how (or as many as you can use without making the lead
too long or wordy)
• Second lead continue
• Outline of story began in primary lead, provide a
summary of important information
Inverted Pyramid
• Details
• Identify (or further identify) all people and places.
• Be sure all info is accurate, concise, objective, timely,
pertinent, and interesting
• Attribute both direct and indirect quotes
• Begin chronological story if relevant
• Background
• Relevant information, but not directly related to this
event, but useful in understanding
• Lesser details
Lead Activity
• Get into groups of 2 or 3
• Read your assigned story details
• Write a lead (25-40 words)