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The lead is your one shot at grabbing a reader's attention—and in media writing, you're being tested on your ability to choose the right lead for the right story. This isn't just about knowing ten different opening techniques; it's about understanding the strategic purpose behind each one. Your instructors want to see that you can match lead types to story genres, audience expectations, and editorial goals.
Think of leads as tools in a toolkit. A hard news story about a city council vote demands a different approach than a feature profile of a local artist. The concepts you need to master here include reader engagement strategies, information hierarchy, tone-setting, and genre conventions. Don't just memorize what each lead does—know when to deploy it and why that choice serves your story.
When readers need facts fast, these leads deliver essential information immediately. Hard news conventions prioritize clarity and efficiency—your reader should understand the story's core within seconds.
Compare: Summary Lead vs. Statistical Lead—both deliver hard information upfront, but the summary lead emphasizes events while the statistical lead emphasizes scale or trends. If an assignment asks you to write about a policy's impact, the statistical lead often makes a stronger case.
These leads prioritize engagement over efficiency. They work by creating emotional investment before delivering the news peg—ideal for features, profiles, and long-form journalism.
Compare: Anecdotal Lead vs. Narrative Lead—both tell stories, but the anecdotal lead uses a snapshot (a single scene or moment) while the narrative lead commits to extended storytelling. Use anecdotal for news features; save narrative for magazine-style pieces with more space.
These leads aim to stop readers mid-scroll. They sacrifice subtlety for impact—useful when competition for attention is fierce, but risky if overused.
Compare: Shock Lead vs. Contrast Lead—both aim to surprise, but shock leads rely on a single jarring fact while contrast leads create tension through comparison. Contrast leads feel more analytical; shock leads feel more visceral.
These leads foreground sources or sensory detail rather than the writer's summary. They work by showing rather than telling—effective for adding texture and credibility.
Compare: Quote Lead vs. Descriptive Lead—both let something other than summary do the work, but quote leads rely on source voice while descriptive leads rely on writer observation. Quote leads add credibility; descriptive leads add atmosphere.
| Concept | Best Examples |
|---|---|
| Hard news / breaking stories | Summary Lead, Statistical Lead |
| Feature stories / profiles | Anecdotal Lead, Narrative Lead, Delayed Lead |
| Attention-grabbing openers | Shock Lead, Question Lead, Contrast Lead |
| Adding voice or texture | Quote Lead, Descriptive Lead |
| Humanizing abstract issues | Anecdotal Lead, Descriptive Lead |
| Data-driven reporting | Statistical Lead, Contrast Lead |
| Building suspense | Delayed Lead, Narrative Lead |
You're writing a feature about rising homelessness in your city. Which two lead types would best humanize the issue while still conveying its scope, and how would you structure the transition between them?
A breaking news story about a factory explosion requires immediate clarity. Which lead type is most appropriate, and what would you include in the first sentence?
Compare and contrast the anecdotal lead and the narrative lead. When would you choose one over the other for a profile piece?
Your editor warns you that your question lead feels "gimmicky." What makes the difference between an effective question lead and one that falls flat?
You have a powerful quote from a whistleblower and a shocking statistic about corporate fraud. How would you decide which element should open your investigative piece, and what factors influence that choice?