1. News Values and Leads

2. News Values Impact: information has impact if it affects a lot of people – A proposed income tax increase – The accidental killing of a little girl during a shootout between rival drug gangs

3. Timeliness: information has timeliness if it happened recently, as defined by the publication cycle – For "Newsweek," events that happened during the previous week – For a daily newspaper, however, events that happened during the 24 hours since the last edition of the paper – For CNN Headline News, events that happened during the past half hour

4. Prominence: information has prominence if it involves a well-known person or organization – If the president of the United States trips and falls Proximity: information has proximity if it involves something happened somewhere nearby – A bus wreck in India that kills 25 people – A bus wreck in West Lafayette that kills 25 people

5. Conflict: information has conflict if it involves some kind of disagreement between two or more people – Fights have drama – Good democracy involves more civil conflicts over the nature of public policy – Journalists see themselves as playing an important role in the public debate that forms the basis for democracy

6. Weirdness: information has weirdness if it involves something unusual or strange. – Charles A. Dana, a famous editor, once said, If a dog bites a man, that's not news. But if a man bites a dog, that's news! Currency: information has currency if it is related to some general topic a lot of people are already talking about – A mugging in downtown Lafayette – If the same mugging occurred a day after a report by the FBI had named Lafayette the city with the state's fastest-growing crime rate, the mugging would be big news.

10. Six Rules for Writing News Leads Rule #1: A straight news lead should be: – A single paragraph – A single sentence – Should contain no more than 30 words – Should summarize, at minimum, the most newsworthy "what," "where" and "when" of the story. – Example: "Fire destroyed a house on Main Street early Monday morning.

11. Rule #2: The lead's first verb should: – Should express the main what of the story – Should be placed among the leads first seven words – Example: "Fire destroyed a house on Main Street early Monday morning."

12. Rule #3: The lead's first verb should be active voice, not passive voice – A verb is active voice if the verb's subject did, is doing, or will do something – A verb is passive voice if the verb's subject had, is having, or will have something done to it – Example: "Fire destroyed a house on Main Street early Monday morning."

13. Rule #4: If there's a "who" involved in the story, the lead should give some indication of who the "who" is – First example: "An elderly Lafayette man died Monday when an early morning fire raged through his Main Street home." – Second example: Lafayette Mayor Tony Roswarski died Monday when an early morning fire raged through his Main Street home."

14. Rule #5: The lead should summarize the "why" and "how" of the story, but only if there's room. – Example: "An elderly Lafayette man died early Monday morning when fire sparked by faulty wiring raged through his Main Street home.

15. Rule #6: If what's in the lead needs to be attributed, place the attribution at the end of the lead – Example: "Faulty wiring most likely sparked the blaze that claimed the life of an elderly Lafayette man last week, the city's arson investigator concluded Monday."

16. Lead Tips Leads must be complete sentences, including articles. No headline or broadcast style – It's not, "Two killed in auto accident." – It's "Two people were killed in an auto accident." Always include the day of the week, but never lead with the day of the week: – NOT: "On Monday, the City … – Use the day of the week, NEVER use "today," "tomorrow" etc. Never put an unfamiliar name in the lead (blind lead). – Instead, use another identifier, such as "A Lafayette man"

17. Include something that sets this story apart – If it is a car fatality, for instance, what separates this car fatal from dozens of others each week? Remember your audience – Who is reading this? Why do they care? Leads to avoid: – Question leads (in most cases) – Quote leads – Met" and "spoke" or "spoke about" leads