Adapted by Dr. Mike Downing from News Reporting and Writing, Eighth Edition

The Inverted Pyramid Journalists have been using the inverted pyramid for generations to record the daily history of world events. Frequently misdiagnosed as dying, the inverted pyramid have more lives than a cat—perhaps because the more people try to speed up the dissemination of information, the more valuable the inverted pyramid becomes. The inverted pyramid enables a reader to scan news stories, making decisions about whether to read further or move on to another story.

History of the Inverted Pyramid Most journalism book attribute the introduction of the inverted pyramid to the use of the telegraph during the Civil War. Forced to pay by the word, newspapers supposedly instructed their correspondents to put the most important information at the top. Researchers at USC have found that the formula was used ever earlier. From that point, limitations in printing technology (like typesetting and the need to actually “cut” a story, created a continued need for the IP.

The Inverted Pyramid in Practice The lead sits atop all paragraphs The body paragraphs explain the story and provide evidence to support the lead. Body paragraphs are arranged in descending order of importance. Therefore, the writer must rank the information in order of importance as s/he writes the story.

The Remainder of the Inverted Pyramid Elaborate on the information presented in the lead, if necessary. Then, rank the information that was left out of the lead, and introduce that information in order of importance. Introduce one new idea per paragraph and be sure to comment on the importance of the information (the “so what?” factor). Include “actionable” information, such as Web links or names/phone numbers

Lead Writing A “lead” is a simple, clear statement consisting of the first paragraph or two of a story. First, judge these factors: Relevance Usefulness Interest Timeliness Then, follow the 5Ws and H Who? What? When? Where? Why How?

Types of Leads The “you” lead: “If President Bush gets his way, you could find a check for $600 in your mailbox this May.” Delayed identification lead: “A 39-year-old carpenter was killed today in a two-car crash two blocks from his home. Dead is William Domonske of 205 West Oak Street.” Summary lead: “A bill requiring employers to give workers up to three months unpaid leave in family emergencies won Senate approval Thursday evening.”

Lead Models A sample from the Associated Press: “An atomic bomb, hailed as the most destructive force in history and as the greatest achievement of organized science, has been loosed upon Japan.” “David Livingstone, the missionary-explorer missing for six years, has been found working in an African village on the shores of Lake Tanganyika.”

When Writing the Lead, Remember… Double-check names Keep the lead short, typically fewer than 25 words. You may use two sentences, depending on the desired impact. However, clarity is always the top priority. Attribute opinion

Danger Signals Avoid questions in leads. Readers don’t know the situation, the people involved, or the context. It’s your job to provide answers, not ask questions. Avoid leads that say what might happen next. Kutztown University might form an alliance with Penn State. Talk to people; don’t speculate. If KU officials are talking with PSU, then report that. If it’s nothing more than conversation, report that. Avoid leads that overreach: “Springfield residents were sad to see the rain clouds yesterday.” Not so. Farmers and those who worry about local water supplies were probably very happy to see the rain.

Questions?