Video summary

How to Write Online News, from an NBC News Editor

Main summary

Key takeaways

Educational

Main Ideas / Lessons

  • Purpose of digital news writing: You must grab the reader’s attention and quickly tell them what they need to know.
  • Core style goals: Be clear and concise, and provide the information the reader is looking for.
  • Structure matters: Strong digital news writing commonly relies on three key sections:
    1. The lead (first sentence(s))
    2. The nut graph (the “heart” of the story)
    3. Supporting details, quotes, and ending (“kicker”)

Methodology / Step-by-Step Approach

1) Write an effective lead

  • The lead (often spelled l-e-d) is the first sentence or two the reader sees.
  • The lead should:
    • Grab attention using something the reader wants to know.
    • State the most important immediate information fast.

  • Two lead types highlighted:

    • Hard news lead (breaking/straight news)

      • Keep it short and straight to the point.
      • Include what the reader needs right away:
        • What just happened
        • Key people involved (e.g., “a person of interest was named…”)

    • Anecdotal lead (story begins with a character moment)

      • Start with a human/character situation that builds curiosity.
      • Example pattern:
        • Begin with the victim’s sister receiving police at her door.
        • Reveal more about what happened previously and why she’s being visited again.
        • Only later deliver the headline news (e.g., that the cold case is solved).
      • Goal: by the time the main news arrives, the reader cares and wants to know what happens next.

2) Follow with the nut graph

  • The nut graph is the most important part of the story (the “nut” or “heart”).
  • It should always include the journalistic fundamentals:
    • Who
    • What
    • When
    • Where
    • Why
    • How
  • It may also include context explaining:
    • Why the story matters
    • Why it’s being told now
  • Must adapt to audience:
    • Local audience: explain why it matters to that community (e.g., local schools/issue impact).
    • National audience: explain national significance:
      • Is it happening in multiple places?
      • Is it the most extreme case?
      • Is it a first occurrence?
  • It also often clarifies key concepts and why they’re controversial or relevant (example discussed: education battles over critical race theory).

3) Fill in the rest with details and quotes

  • After lead + nut graph, the “hard part” is mostly done.
  • Add story details that expand the nut graph:
    • Examples
    • Historical context
  • But avoid overwhelming the reader:
    • Be selective; don’t add too much, or the reader may lose interest.
  • Quotes
    • Quotes help stories feel urgent/important and help readers understand characters.
    • Don’t overuse quotes:
      • If you can say something better in your own words, paraphrase.
    • Use quotes strategically:
      • Save them for emotional and impactful moments.
    • A strong quote should do more than convey information:
      • Provide emotion
      • Add detail
      • Help readers understand the person and the story

4) End with the kicker

  • The kicker is how you end the story.
  • For breaking news:
    • You might simply end once the information is delivered.
  • For other story types:
    • Aim for something memorable and meaningful.
    • Ideally include:
      • A takeaway
      • Often a forward-looking element
  • Example concept used:
    • End with an activist’s perspective and what might happen next (e.g., “the next time it will be worse”).

5) Journalism purpose / reader value

  • Journalism should:
    • Inform people
    • Expose what needs to be brought to light
    • Help people make decisions
  • Readers should be able to:
    • Understand the story
    • Get the information they need

Speakers / Sources Featured

  • Julie Shapiro (Assistant Managing Editor for Enterprise at NBC News Digital; speaker for the video)

Original video