No quotes

Do not begin a news story with quotes. The value of the quote is dependent entirely on the speaker. For that reason, it is important to know who is speaking before we know what is said.

It really comes down to this: If someone is expressing an opinion (and most quotes are expressions of opinion), then the name of the opinion-expresser should come first, so that readers and listeners can make their own assessment of the opinion. If, on the other hand, the speaker is dealing in facts or revealing something so far unrevealed, let the facts speak first.

In the following example, we can take it as a fact that income tax will rise. The Finance Minister says so, and he is the one who decides such things. (Of course, politicians do not always deliver everything they promise; but if they promise something unpleasant, you may be sure that they are not doing it to win votes, so we can believe that it is true.

RIGHT: Income tax is to rise by seven percent in January.

WRONG: "Income tax will rise by seven percent when I present my budget in January," said the Finance Minister, Ms Bernadette Kina, at a meeting in Lae yesterday.

In the next example, we take the content of what has been said, and present that as fact. The full quote is rather long, but we should be able to use it later in the story.

The fact that this will be the first school swimming pool on the island is not included in the quote - this is a case where journalists must set the news in context by applying their own background knowledge.

RIGHT: Work on Espiritu Santo's first school swimming pool will start next year if government grants can be obtained.

WRONG: "If the primary school gets suitable financial help from the Government, I confidently expect that next year will see the start of work on a new swimming pool here," the chairman of Luganville Primary School said yesterday.

Check-list

Once you have written your intro, you should read it again carefully, asking yourself the following questions:

1. Is it the most newsworthy key point in the story?

2. Is it short and simple? If it is more than 20 words, try to cut it down. Cut out repetition and other unnecessary words. Remember the lazy passengers in that canoe.

3. Is it written in the active voice? If not, should you rewrite it in the active voice?

4. Have you put the facts first in the sentence?

5. Is it up-to-date? Are your verbs in the correct tense?

6. Have you avoided quotes? If you have started with a quote, can you rewrite it in reported speech?

It is very rare for a journalist to get exactly the right intro on the first attempt, even after years of experience. Some intros have to be rewritten several times before they achieve the correct length, balance and clarity.

Never be satisfied with your first attempt, however good. Always ask: "Can it be better?"

To summarise:

The intro should be

1. newsworthy

2. 20 words or less

3. attractive to the reader

4. appropriate in style

When writing your intro:

• List the key points and put them in order of importance.

• KISS: Keep It Short and Simple.

• Use the active voice.

• Put the facts first.

• Don't use quotes in the intro.