What is the action taking place. It is a verb that tells what the who is doing. Reporters should always use active voices and action verbs for the what because they make the wording direct and lively.
When tells the time the action is happening. It is an adverb or an adverb phrase.
Where is the place the action is happening. Again, it is an adverb or adverb or adverb phrase.
Why, another adverb, explains the action in the lead.
How usually describes the manner in which action occurs.
One example of a lead is: Bargainers from General Motors and UAW Local 160 will resume talks in Warren this morning seeking to end a day-old strike over the transfer of jobs from unionized employees to less costly contract workers.
The “who” in the lead above are the bargainers from General Motors and the UAW. What are the bargainers doing? The lead says they will resume talks. When will the bargainers resume talks? The bargain are meeting this morning In our story, the “where” is Warren. Why are the bargainers meeting? The bargainers are meeting to discuss the transfer of jobs (-Knox).
The reader should know this information at first glance so they are aware what the story is about and what the emphasis is on.
The lead sets the structure for the rest of the story. If the lead is good, the rest of the story comes together easily. Many reporters spend half their writing time on the lead alone. One guiding principle behind story organization is: the structure of the story can help the reader understand what the author is writing about. The structure should lead the reader from idea to idea simply and clearly. The object is to give readers information, and wow them with convoluted style.