TOW 4

June 30, 2010 at 12:47 am (PRCA 3330 Topic of the Week)

          For week four’s topic of the week we completed a NewsU  The Lead Lab course. I am very glad to have this experience because I intend to use the knowledge I gained in writing news releases and maintaining the attention of my audience when I embark on a professional career in the public relations field.  I found this course to be very educational and extremely easy to navigate through.

          A public relations writer must know how to write leads that are entertaining and spark the interest of  the audience. This course discusses the two different types of leads, direct and delayed leads, and the importance of choosing the right one and applying it to your writing. Direct leads are up-front in their presentation of news and state all the facts right away. Delayed leads tell a story and unfold the news as they go.

          Both direct and delayed leads are general categories that contain even more types of specific leads. A summary lead is a type of direct lead that answers the questions: Who? What? When? Where? Why? How? An analysis lead is very neutral and allows the reader to understand the story from the perspective they choose.

          An anecdotal lead is a type of delayed lead that illustrates the complete story. Another type of delayed lead is an emblem lead, which uses one event to elaborate on a larger problem. A significant detail lead  is a type of delayed lead that adds in depth detail to a story in order to provide for a better understanding of the general idea. The final type of delayed lead is called a round-up lead and it combines all of the other types of delayed leads to exhibit a trend.

          This course was very helpful to me as a public relations writer because it stressed the importance of having an interesting lead that maintains the interest of and informs the audience. There are many types of leads and it is also important for a PR writer to know when it is appropriate to use each different one.

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