Good Writing & LeadsPR: 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• 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?

• 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)