What –

What did the governing body do?

What did the person say of importance?

What is the effect?

Lead with the effect, particularly on the individual.

Lead with the what, if no effect.

Who –

Person acting

Attribution (generally the attribution should go at the end; sometimes it can go in the middle)

When –

Need time frame

Lead with the latest development

Where –

Need context of where

Be aware of proximity

Notes:

Always separate attribution with punctuation

Usually comma

Sometimes colon

Deal with people first: deaths, injuries, arrests

Be careful with use of names in leads

What is best identification?

Check numbers

Provide full context

Be careful with use of verb tense

Avoid passive voice. Leads should be active, direct and concise.

Use of articles – a, an, the

says versus said

Avoid P.R., puffishness