Leads (or Lede) catches the reader/viewer/listener’s attention and makes him/her want to continue reading. It gives a hint of what the reporter/writer is up to. It reveals a story. Good reporting equals good leads.

 

Author Melvin Mencher: “The effective story lead meets two requirements. It captures the essence of the event, and it cajoles the reader or listener into staying awhile.”

 

Essentially, there are two types of leads:

 

 

 

It’s not possible to make the lead fresh on every story, but look for a dab of color. Nevertheless, don’t strain to pull out a lead. When all else fails, say it with simplicity.