The hardest part of any writing assignment is the first part. That first sentence is where most writers struggle, whether it’s a news release or a news story, a memo to a client or a note to the boss. It’s the first thing out of your mouth; and it has to be good. It’s also where people will lose interest if you fail to grab their attention. So, what do you do?
First, use The “Hey, Mike” Rule. It’s named for Mike Simmons, my right-hand man when I found myself running a newsroom at 27. Mike worked a lot with young reporters who were covering nighttime meetings of city councils and school boards. They’d come back to the paper and find Mike to tell him what happened. While their explanations to Mike were clear and concise, they wrote some of the most convoluted leads imaginable.
These were sharp guys who worked hard, but the problem persisted. So I made a rule, The “Hey, Mike” Rule. Every lead in the newspaper had to read like it could be preceded by the words, “Hey, Mike… .” And it worked. Following is a re-creation that will help you get the idea.
BEFORE: The Pasadena City Council voted Monday night to continue to explore with a consulting firm the benefits of converting the 6.2-acre site of the defunct Gilley’s honkytonk on Spencer Highway into a retail space for a major tenant.
AFTER: City officials are still trying to take Walmart to Gilley’s.
Great leads aren’t just about brevity. Sometimes the most memorable thing about a situation is a detail. If it’s truly compelling, don’t be afraid to use it in a lead. Look at this gem from Scott Goldstein of The Dallas Morning News:
A 12-year-old boy barely as tall as the judge’s bench pleaded guilty Tuesday to aggravated robbery in exchange for up to seven years in juvenile prison in connection with the killing of a man pushed into a moving DART train last year.
You can just see that kid, can’t you? I only wish the lead was shorter so the reader could focus longer on that image. That’s because (ultimately) what we want from leads is focus. Give the reader something to focus on and make it something they care about. A great reporter once told me any great story is about money, sex or power. If you’ve got one of those cards, play it.
We’re pleased to welcome Reg Rowe, former senior executive at agencies including Weber Shandwick, Hill and Knowlton and Ketchum Public Relations, as our new senior vice president.
Reg has provided senior counsel, strategic planning and public relations program management for the past eight years in his capacity as senior vice president of Weber Shandwick. He served clients including some of the largest corporations in the country, such as American Airlines, ExxonMobil, GM, Microsoft, Verizon and Walmart.
Prior to Weber Shandwick, Reg served as senior vice president at Hill and Knowlton and as senior vice president for technology clients at Ketchum Public Relations. He has also served as the managing editor of a mid-sized daily newspaper, where he gained a strong grounding in developing, managing and distributing content.
Among his accomplishments, Reg has earned a PRSA Silver Anvil Award, a TPRA Silver Spur Award, and was twice named Oklahoma Newspaper Columnist of the Year.
