HOW TO WRITE A LEAD
WHAT A LEAD IS (AND IS NOT)
A journalistic lead is the first paragraph of a news story, usually one to two sentences long. Its primary job is to summarize the most important information in a clear and engaging way.
A lead is:
• A concise summary of the most newsworthy information
• A signal to readers about why the story matters
• A promise of what the story will deliver
A lead is not:
• A teaser that withholds key facts
• A dramatic essay opening unrelated to the news
• A place for opinion or speculation (in straight news)
In most news writing, especially hard news, the lead should allow a reader to understand the core of the story even if they read nothing else.
THE FIVE WS AND ONE H
Traditional journalism teaches that leads should address as many of the Five Ws and One H as possible:
• Who is involved?
• What happened?
• When did it happen?
• Where did it happen?
• Why did it happen?
• How did it happen?
Not every lead will include all six elements, and trying to cram them all into one sentence often produces cluttered, unreadable prose. Instead, prioritize the elements that make the event newsworthy. For a breaking crime story, what and where may matter most. For a policy change, what and why may be key. For a feature, who may take center stage.
HARD NEWS LEADS
DEFINITION
A hard news lead delivers the most important facts immediately and directly. It is the most common lead in daily news reporting and is especially important for breaking news, public safety stories, and time-sensitive events.
CHARACTERISTICS
• Clear and factual
• Neutral in tone
• Focused on the most significant development
• Usually one sentence, sometimes two
EXAMPLE
The city council voted Tuesday night to raise property taxes by 8 percent, a move officials say is necessary to fund emergency services.
TIPS FOR WRITING STRONG HARD NEWS LEADS
1. Identify the single most important fact. If readers only remember one thing, what should it be?
2. Avoid unnecessary details. Street addresses, long titles, and background information can wait.
3. Use active voice when possible. It makes sentences clearer and more engaging.
4. Keep it tight. Aim for 25–35 words in most cases.
SUMMARY LEADS
DEFINITION
A summary lead is a type of hard news lead that quickly condenses the main points of the story into one compact paragraph. It is especially useful for complex or significant stories.
EXAMPLE
A former school principal was sentenced Monday to five years in federal prison for embezzling more than $500,000 from a district education fund, according to court records.
Summary leads are efficient and informative, but they require careful judgment to avoid overwhelming the reader.
SOFT NEWS AND FEATURE LEADS
DEFINITION
A soft news lead, often used in feature writing, takes a more creative approach. Instead of summarizing the news immediately, it draws readers in with storytelling, description, or an intriguing moment.
CHARACTERISTICS
• Narrative or descriptive
• Focused on people and experiences
• Often delays the main news point
EXAMPLE
At 5:30 every morning, Maria Hernandez unlocks the doors of the neighborhood library, long before most of the city is awake.
The key difference is intent: soft leads aim to engage emotionally before informing fully.
ANECDOTAL LEADS
DEFINITION
An anecdotal lead opens with a brief story or scene that illustrates a larger issue.
WHEN TO USE THEM
• Features
• Enterprise reporting
• Trend stories
EXAMPLE
When James Walker opened his electric bill last month, he thought it was a mistake. The total was nearly double what he paid a year
ago.
Anecdotal leads should be short and purposeful. If the anecdote does not clearly connect to the broader story, it risks feeling gimmicky.
QUESTION LEADS
DEFINITION
A question lead opens with a question directed at the reader.
EXAMPLE
What would you do if your rent increased by 30 percent overnight?
CAUTION!
Many editors discourage question leads because they can feel lazy or manipulative. Readers may simply answer the question and stop reading. Use them sparingly and only when the question is compelling and unavoidable.
QUOTE LEADS
DEFINITION
A quote lead begins with a quotation.
EXAMPLE
“I never imagined this would happen here,” said longtime resident Carol Nguyen.
WHEN QUOTE LEADS WORK
• The quote is powerful and self-explanatory
• The speaker is immediately identified or
relevant
WHEN
THEY FAIL
• The quote is vague
• The speaker is unknown or unimportant
If the quote needs heavy explanation, it does not belong in the lead.
DELAYED LEADS
DEFINITION
A delayed lead withholds the main news for several paragraphs. This technique is common in long-form journalism but risky in traditional news writing.
BEST PRACTICES
• Use only when the story justifies it
• Make sure the payoff is clear
• Avoid misleading the reader
In digital journalism, delayed leads should be used carefully, as many readers may not scroll.
WRITING FOR DIGITAL AUDIENCES
Digital platforms have changed how leads function, but not why they matter.
KEY CONSIDERATIONS
• Leads must work alongside headlines and push alerts
• Readers may encounter the lead out of context (e.g., on social media)
• Clarity is more important than cleverness A digital lead should still stand alone and communicate the core news quickly.
COMMON PROBLEMS IN LEADS
• Burying the News
» Waiting too long to reveal the main point frustrates readers.
• Overloading the Sentence
» Trying to include too many facts at once leads to confusion.
• Vagueness
» Words like several, many, or some weaken credibility.
• Editorializing
» Injecting opinion into a news lead undermines objectivity.
REVISING AND TESTING YOUR LEAD
Professional journalists rarely get the lead right on the first try. Revision is essential.
QUESTIONS TO ASK
• What is the news here?
• Would a reader understand this without context?
• Is this the most compelling way to begin?
• Does the lead match the tone of the story?
Try writing multiple versions of a lead and choosing the strongest one.
LEADS AND ETHICS
Accuracy is non-negotiable. A clever lead that exaggerates or misleads violates journalistic ethics. The lead must reflect what the story actually proves, not what the reporter hopes readers will assume.
AVOID
• Sensationalism
• False implications
• Oversimplification of complex issues
CONCLUSION
Writing effective leads is one of the most important—and challenging—skills in journalism. A good lead balances clarity, accuracy, and engagement while respecting the reader’s time and intelligence. Whether writing a breaking news story or a long-form feature, journalists must make deliberate choices about how to begin.
Mastering leads requires practice, revision, and close reading of professional work. By understanding different lead types and their purposes, journalists can make informed decisions that strengthen their stories and better serve their audiences.
In journalism, how you begin often determines whether your story is read at all. The lead is not just the first paragraph—it is the foundation of the entire piece.
