We often here important things to include in broadcast leads (or ledes if you prefer). Jeanette Abrahamsen of The University Of South Florida has some excellent tips on her site.
She also included six items to avoid:
- Using a person’s name in the lead line, unless that person is known to every viewer.
- Using too many facts or numbers in your lead line.
- Assuming the viewers know what you’re talking about.
- Passive writing.
- Past tense.
- Long sentences.