Inverted Pyramid
| Level | Content |
|---|
| Top (Lede) | Most newsworthy: who, what, when, where, why, how — 35 words |
| Middle | Important details: quotes, context, chronology, supporting facts |
| Bottom | Background: general info, historical context, related stories |
Lede Types
| Type | Example |
|---|
| Summary | "City council voted 5-2 Tuesday to approve a $12M affordable housing project, ending a 3-year debate." |
| Anecdotal | "Maria Torres held the eviction notice in trembling hands. Two miles away, city council was about to vote on her future." |
| Question | "What happens when a city of 500,000 runs out of water in 90 days? Cape Town found out in 2018." |
Attribution Rules
| Rule | Example |
|---|
| Attribute claims | "Sales rose 40% last quarter, according to the company's SEC filing" |
| Use "said" | Neutral, invisible — avoid "claimed," "admitted," "insisted" unless quoting |
| On the record | Always clarify: "Can I quote you on that?" |
Pro Tip: The lede is everything. You have 35 words to answer: who, what, when, where, why. If your lede doesn't make someone want to read the next sentence, rewrite it.