The lead comes right after the article header, the header is typically general, and where as the lead is a bit more specific and is the key factor whether or not the viewer keeps reading.
Leads vary depending on the author, but the job of any good lead is to captivate the reader.
In order to write a good lead the reporter must have a knowledgeable overview of the entire case they are covering.
Leads do not always but typically cover the most important information; who, where, what, when, and how.
Depending on the type of case being covered a reporter has a choice between different types of leads, such as a hard lead versus a soft lead.
A hard lead works well with an inverted pyramid style of writing where the author wants to get all the important facts out early.
The inverted pyramid styles of writing works well, when an editor shortens a reporter’s story, the important facts are still there.
A soft lead is more descriptive, and can be used as a "you lead", relating the story to the reader.
A “you lead” can make an unimportant story seem important, making a connection from the data to the individual.
Leads are only 25-30 words but are jam pact with info, journalist do not have much time to captivate the mind of readers, a journalist bad at writing leads may never be heard.
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