1.   News Reporting & Writing Why Leads Fail Gerry Doyle

2.  Just as there are principles TO FOLLOW for writing news leads:  Grab the reader’s attention  Tell what was the most important and/or interesting thing that happened  Have some or all of the 5 Ws and 1 H  Be concise  … Leads: Guiding Rules

3.  There are guidelines on what NOT TO DO when writing leads. … Leads: Guiding Rules

4.   Avoid topic leads: Hong Kong’s football team played against Singapore last night. Hong Kong Chief Executive Leung Chun-ying appeared before the Legislative Council this morning. Leads: Don’t Do This …

5.   Avoid overused sayings from novels: “It was the best of times, it was the worst of times.” Leads: Don’t Do This …

6.   Avoid quote leads. Quotes are usually opinions, and may not fairly summarize a story. If you DO use a quote for a news story lead, it better be GREAT: “I’m back,” Jesus said this morning. Leads: Don’t Do This …

7.   Avoid question leads: “Have you ever wondered what it would feel like to sprint uphill from Bonham Road to Kotewall Road at the top of Hong Kong University?”  A journalist’s job is to explain. Questions in leads and even in headlines are crutches that show laziness. Get to the point. Leads: Don’t Do This …

8.   Avoid the chair-leaning lead: After a while, in a startling and unexpected development, the deeply sorrowful Jesus H. Christ, 33, son of the Almighty, leaned back again an olive tree, stretched out his 5-foot, 10-inch frame, put his head in his hands as tears slowly rolled down his cheeks and His very close associates looked on. Leads: Don’t Do This …

9.   Don’t write any lead beginning with the word “Imagine.” “Imagine that you had no legs. Then you might have an idea of what life is like for poor Joe Schmoe.” Leads: Don’t Do This …

10.   Avoid referencing the dictionary: Webster's defines lazy writing as quoting from a dictionary to start a story. Leads: Don’t Do This …

11.   Avoid the “Thanks to” lead: Thanks to innovative technology developed at Queen Mary Hospital, Harry Wong can walk, dress himself and go to work every day. Leads: Don’t Do This …

12.   Avoid the one-word lead: Cynical. That is what most people believe journalists are. Leads: Don’t Do This …

13.   Avoid poor plays on words: Critics say the Hong Kong government is barking up the wrong tree in trying to ban dogs from public parks. Leads: Don’t Do This