Straight news leads

Leads should be about 30 words.

Each lead contains only one sentence.

Focus on information.

Usually begin lead with “what,” rather than attribution or who or what took action.

Focus on impact when appropriate.

Need to include injuries and deaths, if they occur.

Need to include calculation of damage.

Avoid passive voice

Feature leads

Leads need to grab reader’s attention.

Use example to personalize information.

Set the scene for readers, if possible.

Avoid passive voice

Broadcast leads

Leads need to grab listener’s attention.

Leads generally should begin with impact.

Personalize information, if appropriate, to get attention.

Do not use passive voice

Attribution always should go first.

Style

Do not start sentences with numerals.

Do not use serial comma.

Extraneous words

Do not use “that” with “said” unless you have a time element.

Jones said his opponent violated regulations that bar campaigning within 100 feet of polling places.

Jones said Tuesday that he will challenge the vote count in the council election.

…after closing due to a break-in that occurred Sunday night.

…after closing due to a break-in Sunday night.

…at a pizza restaurant located at 2035 Main St.

…at a pizza restaurant at 2035 Main St.

…according to a study by the University of Colorado.

…according to a University of Colorado study.

Many students at MTSU…

Many MTSU students…

…broke into Midtown Magnet Middle School on Sunday.

…broke into Midtown Magnet Middle School Sunday.

Murfreesboro City Council to hold a meeting Thursday to determine…

Murfreesboro City Council to meet Thursday to determine…

Word use

“Damage” is destruction.

“Damages” are monetary payment from a lawsuit.

“Its” is possessive

“It’s” is a contraction

Grammar

An institution or organization is an “it,” not a “they.”

Parallel construction

…students studying science, math or engineering to switch their major.

…students studying science, math or engineering to switch their majors.

Punctuation

Use appropriate punctuation to separate attribution.

The budget needs $2 million in additional revenue, the mayor said.

Compound sentences – connecting independent clauses