The Lead b Reporting and Writing b Journalism and Media Studies Centre b The University of Hong Kong...

The LeadThe Lead

Reporting and WritingReporting and Writing Journalism and Media Studies CentreJournalism and Media Studies Centre The University of Hong KongThe University of Hong Kong

Kevin VoigtKevin Voigt

The LeadThe Lead

Direct (hard news) leads usually summarize Direct (hard news) leads usually summarize only the most important parts of a story. only the most important parts of a story. The details are left for later.The details are left for later.

Sometimes, direct or hard-news leads may Sometimes, direct or hard-news leads may hint at important or intriguing contents to hint at important or intriguing contents to come in the story. come in the story.

The Lead The Lead

The good hard-news lead meets two The good hard-news lead meets two requirements:requirements:

1) It captures the essence of the event.1) It captures the essence of the event. 2) It invites the reader into the story.2) It invites the reader into the story.

Think of leads as “bait” that determines Think of leads as “bait” that determines whether readers stay with the story.whether readers stay with the story.

The Lead The Lead

Leads are worth your time; reporters will try several Leads are worth your time; reporters will try several different drafts until they get the one that seems perfect.different drafts until they get the one that seems perfect.

They’ll be thinking of it as they report.They’ll be thinking of it as they report.

Plato in The Republic: “The beginning is the most Plato in The Republic: “The beginning is the most important part of the work.”important part of the work.”

Reporting: The 5 Ws and H

Who? What? When? Where? How? Why?

The Lead The Lead

Good reporting helps produce good leads. Good reporting helps produce good leads. Consider this lead: Consider this lead:

A late-morning fire in the upper floors of an A late-morning fire in the upper floors of an 18-story housing estate in Pokfulam killed 18-story housing estate in Pokfulam killed three people yesterday.three people yesterday.

It is perfectly okay, and quite common.It is perfectly okay, and quite common.

The Lead The Lead

But another reporter asked a fire official to But another reporter asked a fire official to describe what the fire was like, and the official used describe what the fire was like, and the official used the word “blowtorch.” the word “blowtorch.”

A fire roared like a “blowtorch” through the upper A fire roared like a “blowtorch” through the upper floors of a Pokfulam housing estate yesterday, floors of a Pokfulam housing estate yesterday, killing three people.killing three people.

Stronger, visual, same number of words.Stronger, visual, same number of words.

Direct LeadDirect Lead

The direct lead is the workhorse of The direct lead is the workhorse of journalism. To decide what is the most journalism. To decide what is the most important part of the story, ask two important part of the story, ask two questions:questions:

1) What was the most unique or the most 1) What was the most unique or the most important or unusual thing that happened?important or unusual thing that happened?

2) Who was involved: Who did it or said it?2) Who was involved: Who did it or said it?

The Lead The Lead

After answering those, ask one more:After answering those, ask one more:

What words will help me write the strongest, What words will help me write the strongest, most dramatic lead that my material permits?most dramatic lead that my material permits?

A good lead gives you a roadmap to the rest A good lead gives you a roadmap to the rest of your story.of your story.

The LeadThe Lead

Typically, but not always, the direct lead Typically, but not always, the direct lead contains four essentials:contains four essentials:

It says something specific.It says something specific. It says when the event or action happened.It says when the event or action happened. It gives the source (without necessarily It gives the source (without necessarily

identifying it in full).identifying it in full). It gives the place of the action (as concisely It gives the place of the action (as concisely

as possible).as possible).

The LeadThe Lead

Other points to remember:Other points to remember: Attribution can wait, sometimes. Attribution can wait, sometimes. Avoid long subsidiary clauses or titles. Avoid long subsidiary clauses or titles. Banish jargon and legalese.Banish jargon and legalese. Use a direct structure: S-V-O. Subject, verb Use a direct structure: S-V-O. Subject, verb

and object. (Wong [subject] hit [verb] the and object. (Wong [subject] hit [verb] the man [object].)man [object].)

Time element usually goes after verb. Time element usually goes after verb.

The Lead - Summing UpThe Lead - Summing Up

Decide the most important news.Decide the most important news. Use strong, dramatic language -- specific Use strong, dramatic language -- specific

nouns, strong and/or colorful verbs.nouns, strong and/or colorful verbs. Go to the heart of the event; give time, Go to the heart of the event; give time,

source, place, but be concise.source, place, but be concise. Be accurate and truthful.Be accurate and truthful.

The Lead - LengthThe Lead - Length

The Associated Press tells its reporters to The Associated Press tells its reporters to start cutting if their leads run beyond 20 to start cutting if their leads run beyond 20 to 25 words. To find places to cut, begin with:25 words. To find places to cut, begin with:

Unnecessary attribution.Unnecessary attribution. Compound sentences joined by Compound sentences joined by butbut and and andand. . Exact dates and times unless essential.Exact dates and times unless essential. Long titles.Long titles.

The Lead -- Length (2)The Lead -- Length (2)

Some leads, if the story is big and the writer Some leads, if the story is big and the writer good, can be long:good, can be long:

The stock market plunged out of control The stock market plunged out of control Monday in a selling panic that rivaled the Asian Monday in a selling panic that rivaled the Asian Financial Crisis of 1997, pushing the Hang Financial Crisis of 1997, pushing the Hang Seng index average down more than 500 Seng index average down more than 500 points, draining more than $400 billion from points, draining more than $400 billion from the value of stocks and sending shock waves the value of stocks and sending shock waves around the world. around the world.

Good Direct LeadGood Direct Lead

Four men convicted of murdering a Four men convicted of murdering a German family of four in a frenzied knife German family of four in a frenzied knife attack were executed in China yesterday attack were executed in China yesterday despite pleas for clemency from the despite pleas for clemency from the victims’ relatives. victims’ relatives.

The The whatwhat was different. Concrete, dramatic, was different. Concrete, dramatic, specific language. Time. S-V-O. structure.specific language. Time. S-V-O. structure.


A LaSalle College physics teacher and a A LaSalle College physics teacher and a lab technician tipped off students about lab technician tipped off students about questions to appear in an A-level exam this questions to appear in an A-level exam this year, a court heard yesterday. year, a court heard yesterday.

The The whowho was important. So was attribution. was important. So was attribution. S-V-O. structure.S-V-O. structure.


Jewelry tycoon Tse Sui-luen’s rags-to-Jewelry tycoon Tse Sui-luen’s rags-to-riches story entered its darkest chapter riches story entered its darkest chapter yesterday when a High Court judge declared yesterday when a High Court judge declared the self-made company chairman bankrupt. the self-made company chairman bankrupt.

Who Who was important. was important. PlacePlace was important. was important. Imagery (a bit of a cliché, but sometimes it can Imagery (a bit of a cliché, but sometimes it can work). Time element. S-V-O. structure. work). Time element. S-V-O. structure.

Reworking LeadsReworking Leads

The sexual revolution has bypassed Hong The sexual revolution has bypassed Hong Kong, according to a survey showing many Kong, according to a survey showing many men are still looking for passive, good-men are still looking for passive, good-looking women and women want a man looking women and women want a man with a big bank balance. with a big bank balance.

Good approach, but what about this:Good approach, but what about this:


Men want passive beauties for mates Men want passive beauties for mates

while women want guys with deep pockets, while women want guys with deep pockets, a new survey says.a new survey says.


Apprentice jockey Philip Cheng Cheung-Apprentice jockey Philip Cheng Cheung-tat died at the Prince of Wales Hospital last tat died at the Prince of Wales Hospital last night, 72 hours after suffering massive night, 72 hours after suffering massive injuries in a race fall at Sha Tin racecourse.injuries in a race fall at Sha Tin racecourse.

Does the job, but what about this:Does the job, but what about this:


After clinging to life for three days, an After clinging to life for three days, an apprentice jockey whose horse fell and apprentice jockey whose horse fell and rolled over him during a race at Sha Tin rolled over him during a race at Sha Tin died last night.died last night.

Visual; introductory phrase okay in this Visual; introductory phrase okay in this instance; trims details not needed in the instance; trims details not needed in the lead. lead.


The head of the hospital authority The head of the hospital authority yesterday backed the body that hears yesterday backed the body that hears complaints from patients after it came under complaints from patients after it came under fire from doctors planning to boycott fire from doctors planning to boycott hearings. hearings.

Contains jargon – Contains jargon – backedbacked the the bodybody; time ; time element before verb.element before verb.


The Hospital Authority chief voiced The Hospital Authority chief voiced support yesterday for the agency that hears support yesterday for the agency that hears patient complaints after doctors accused it patient complaints after doctors accused it of playing “God” and said they will boycott of playing “God” and said they will boycott its upcoming hearings.its upcoming hearings.

Eliminates jargon; adds specific “God” Eliminates jargon; adds specific “God” charge; puts time element after verb.charge; puts time element after verb.


Director of Home Affairs Shelley Lee Lai-Director of Home Affairs Shelley Lee Lai-kuen has blamed pressure from the Kowloon-kuen has blamed pressure from the Kowloon-Canton Railway Corporation for violent scenes Canton Railway Corporation for violent scenes yesterday morning after police seized control yesterday morning after police seized control of an industrial building in Tsuen Wan. of an industrial building in Tsuen Wan.

Long; unclear; heavy use of official titles and Long; unclear; heavy use of official titles and names slows the pace.names slows the pace.


The Home Affairs director blamed The Home Affairs director blamed Kowloon-Canton railway officials for Kowloon-Canton railway officials for provoking property owners to violence provoking property owners to violence yesterday when police seized a building yesterday when police seized a building slated for demolition in Tsuen Wan.slated for demolition in Tsuen Wan.

Clarity -- property owners, demolition. Clarity -- property owners, demolition. Lean at outset. And 27 words versus 33.Lean at outset. And 27 words versus 33.


There was a rush to buy pre-sales flats There was a rush to buy pre-sales flats at two developments yesterday despite at two developments yesterday despite recent drops in the stock market and rising recent drops in the stock market and rising oil prices.oil prices.

““There was” is almost always avoidable.There was” is almost always avoidable.


The pre-sales action for flats at two The pre-sales action for flats at two developments was feverish yesterday developments was feverish yesterday despite the slumping stock market and despite the slumping stock market and rising oil prices.rising oil prices.

Stronger, quicker.Stronger, quicker.

Reworking leadsReworking leads

There should be more frequent checks There should be more frequent checks on civil service housing benefits to prevent on civil service housing benefits to prevent the possibility of abuse, a legislator-elect the possibility of abuse, a legislator-elect recommended yesterday. recommended yesterday.

““There should” also can almost always be There should” also can almost always be avoided. avoided.


More frequent auditing of civil service More frequent auditing of civil service housing benefits yesterday will prevent housing benefits yesterday will prevent abuse, a legislator-elect said yesterday.abuse, a legislator-elect said yesterday.

Simple, direct, concise. Simple, direct, concise.

Same Story, Different LeadsSame Story, Different Leads

Here’s how it was in one newspaper:Here’s how it was in one newspaper: The deputy head of Inland Revenue was The deputy head of Inland Revenue was

arrested and appeared in court with her arrested and appeared in court with her husband yesterday over allegations she husband yesterday over allegations she swindled the Government out of more than swindled the Government out of more than $330,000 in housing allowances.$330,000 in housing allowances.

Tight, terse and telegraphic. Tight, terse and telegraphic.

Same Story, Different LeadsSame Story, Different Leads

Here’s how in another:Here’s how in another: Deputy Commissioner of Inland Revenue Deputy Commissioner of Inland Revenue

Agnes Sin Law Yuk-lin and her husband Agnes Sin Law Yuk-lin and her husband appeared in the Eastern Magistracy yesterday appeared in the Eastern Magistracy yesterday to face charges that they deceived the to face charges that they deceived the government into paying them more than government into paying them more than $335,000 in housing allowances in the 1980s. $335,000 in housing allowances in the 1980s.

Heavy at the outset; 8 words longer.Heavy at the outset; 8 words longer.

A Lead ContestA Lead Contest

Which one is better?Which one is better?

The Airport Authority’s acting chief The Airport Authority’s acting chief executive was axed yesterday to make way executive was axed yesterday to make way for new blood after he failed to win an for new blood after he failed to win an internal struggle to retain his position.internal struggle to retain his position.


The Airport Authority has appointed a The Airport Authority has appointed a businessman with no airport management businessman with no airport management experience as its next chief executive experience as its next chief executive officer. He will replace Bill Lam Chung-officer. He will replace Bill Lam Chung-lun, who was seconded from the lun, who was seconded from the Government by Chief Secretary for Government by Chief Secretary for Administration Anson Chan Fang On-Sang Administration Anson Chan Fang On-Sang in January 1998.in January 1998.


No contest.:No contest.: The Airport Authority’s acting chief The Airport Authority’s acting chief

executive was axed yesterday to make way executive was axed yesterday to make way for new blood after he failed to win an for new blood after he failed to win an internal struggle to retain his position.internal struggle to retain his position.

Summing up a good direct lead:Summing up a good direct lead:

A lead that gives the most important point.A lead that gives the most important point. A lead that is concrete, specific, concise, A lead that is concrete, specific, concise,

active and visual.active and visual. A lead that is accurate, honest and readable.A lead that is accurate, honest and readable. A lead that takes you into the story.A lead that takes you into the story.

The Lead b Reporting and Writing b Journalism and Media Studies Centre b The University of Hong Kong...

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