ABSTRACT
Much like that press conference, the lead is comprised of the opening words that sets the stage for what’s to follow. As the fi rst sentence of a news story, the lead is the most crucial element of any report. In a matter of seconds, the viewer (or, in radio, the listener) makes a decision whether to actively pay attention to the story or to merely “tune out” until something more interesting comes along. Another option is to simply move to another station with a more compelling story.
