UNIT 3

COMMUNICATION FOR WORK PURPOSES

Learning Outcomes:

At the end of this unit, students should be able to:

1. communicate ideas effectively using the different forms of communication in

the work field.
2. demonstrate mastery of the key concepts to effectively and ethically
communicate in the chosen field

Lesson 1

Communication for Journalists: Writing a Lead

Objectives:

1. Identify the essential details of a lead.

2. Write a lead for a news article.

Engaging: Putting Things in the Right Perspectives

1. Write an opening paragraph for the most interesting news that you have recently read or watched.
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2. As a budding journalist, how should you write the opening paragraph of your article?
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 Concept Grounding

A lead (or an intro) is the beginning paragraph for a news article. It is the hardest part to write
as it sets the tone and introduces the reader to the rest of the story. A good lead paints a vivid picture
of the story with a few words. Not many reporters can produce sharp, original leads. Writers of little
talent and scant judgment load their leads with official sources, official titles, official phrases, even
official quotes, and produce long-winding, cumbersome and dull leads. If the lead is not effective, the
reader may skip the story. It should be appropriate for the story. 
Perhaps a traditional way of opening a news article is using the summary lead or the straight
lead (presenting the W’s and the H). Other types of lead include question lead, quotation lead, funny
lead, anecdotal lead and descriptive lead.

Straight Lead. Also called the “summary” lead, this is by far the most common and traditional version;
it should be used in most cases. It is a brief summary, containing most of the Five W’s and H in one
sentence. Example: “The European Parliament voted Tuesday to ratify the landmark
Paris climate accord, paving the way for the international plan to curb greenhouse
gas emissions to become binding as soon as the end of this week.”

Question Lead. Question leads do just that: ask a question. Although they are effective in
sparking interest, use them sparingly because they generally do not provide the main points
of a story as concisely. Example: “What’s increasing faster than the price of
gasoline? Apparently, the costs of court lobbyists do”.

Quotation Lead. This lead features a short, eye-catching quote or remark,

usually set in quotation marks. Use this only if the quotation is so important
or remarkable it overshadows the other facts of the story. Example: “You
really don’t know what freedom is until you have had to escape from terrorist
captivity”, says Tom Dennon, an Air Force pilot stationed in Iraq.

Anecdotal Lead. The anecdotal lead uses a quick, relevant story to draw in the reader.
The anecdote must help enhance the article’s broader point, and you must explain the
connection to that point in the first few sentences following the lead. Example: “At the
dilapidated morgue in the northern Brazilian city of Natal, Director Marcos
Brandao walks over the blood-smeared floor to where the corpses are kept. He
points out the labels attached to the bright metal doors, counting out loud. It
has not been a particularly bad night, yet there are nine shooting victims in
cold storage.”

Gag or Funny Lead. A journalist who writes a funny story put up the saddest face in a
newsroom. Journalistic humor requires the skilled and practice. Here is how an AP reporter
wrote when a woman broke her leg trying to climb out of a locked London public toilet:

Example: LONDON -- What's a lady do when trapped in a loo?

Descriptive Lead. A descriptive lead describes how an event happened rather than simply
telling what the event is about.

Examples: BRIGHTON, England (UPI) -- Mrs. Pamela Bransden slowly counted five,
snapped into a hypnotic trance, and gave birth to an eight-pound baby. It was as easy as
that.

Today she relaxed at her home here, delighted that she has become Britain's first self-
hypnosis mother.
 Whatever type of lead you decide to use, remember to:

1. Emphasize the most important details;

2. Be specific and concise; and
3. Use active verbs as much as possible.

Activity 3.1

Write an acronym poem about what a budding journalist should

remember in writing a lead.

L- ____________________________________________________

E- ____________________________________________________

A- ____________________________________________________

D- ____________________________________________________

Activity 3.2

1. Research or read 3 articles from different newspapers. Make sure

that these newspapers were published on the same date. Choose a
news article with the same topic from each newspaper. Cut out the
leads of your chosen news articles. Submit in docx. format
2. Using a graphic organizer to illustrate the similarities and
differences of the leads. (refer to item no.1)

REFERENCES:

Wakat, G.S.; Caroy, A.A.; Paulino, F.B.; et.al. (2018). Purposive Communication. Lorimar Publishing
Inc. Quezon City, Philippines

Websites:
https://online.pointpark.edu/public-relations-and-advertising/how-to-write-a-lead/
https://www.angelfire.com/nd/nirmaldasan/journalismonline/tol.html