see   the   quotation   marks,   a   quote   requires   special attention. A question lead, in other than soft news or a feature story, too often sounds like a spot announcement or commercial message. The  rule  can  be  violated  if  your  copy  contains  a rhetorical  question  that  adds  to  the  attention-getting nature of the lead, as in the following example: Example: HOW COMMON IS THE COMMON COLD?   A   GROUP   OF   DOCTORS ARE LOOKING FOR THE ANSWER TO  THIS  QUESTION. The same exception to this rule holds true in the use of quotations in a hard news lead, as in the example that follows: Example: “WE   WILL   BE   ON   TOP   OF INFLATION BY THE END OF THIS QUARTER.”   THAT   PREDICTION WAS MADE THIS MORNING. THE BODY After writing the lead to your broadcast story, you will develop the specifics of the story logically in the body  of  your  story.  Logical  development  is  nothing more than an orderly development of the body of your story so that it flows smoothly to an end. Ask yourself, What is the next thing the listener wants to know? The   body   of   the   broadcast   news   story   can   be developed in any one of the following three patterns: chronologically,  expanding  the  Ws  and  descending importance. Chronological Development In chronological development, you narrate the event from the beginning to its conclusion. Expanding the Ws Specifically identify the who, when, where, and so forth, and further amplify the “what happened.” Descending Importance After explaining “what happened” in the lead, place the facts in order of descending importance. Remember to place the most important facts first. Avoid  placing  unnecessary  details  in  the  body  of your  story.  Learn  to  separate  the  important  from  the trivial. Often, you will have to condense, to 100 words or less, a story that a newspaper might use as many as 750 words to report. Quotations and Attributions Earlier,  we  covered  the  use  of  quotations  in  your lead sentence. What about quotations in the body of your story?  The  same  fundamental  guidelines  apply.  Your listener  cannot  see  quotation  marks;  therefore,  you  must alert the listener that a quote is coming up. In the following example, the listener is alerted with “what he called” and “he said” before the quotes. Example: THE SENATOR ATTACKED WHAT HE   CALLED   “NEEDLESS   AND I R R E S P O N S I B L E     U S E     OF FEDERAL   POWERS.”   HE   SAID, “I  BELIEVE  THIS  IS  OUR  MOST SERIOUS  PROBLEM.” QUOTE, UNQUOTE.— TO lead into quotes by the use  of  “quote”  and  “unquote”  is  disconcerting  and unconversational. Avoid the use of long quotes. If it is necessary  to  link  the  statement  with  the  speaker,  use conversational  phrases  for  this  purpose.  Consider  the following example: Example: THE   ADMIRAL   WENT   ON   TO SAY   ...   CONTINUING   HIS   RE- MARKS, THE ADMIRAL SAID. DANGLING   IDENTIFICATION.—   Generdly, you should not start a sentence with a direct quote or paraphrase and tack its source on the end. This is known as  a  dangling  identification  or  attribution.  Remember  to alert your listener that a quotation is coming up. Start the   quote   with   the   source.   Consider   the   following example: Example: Correct — PRESIDENT  CLINTON  SAID,  “WE MUST  CONTROL  INFLATION.” Incorrect —  “WE   MUST   CONTROL   INFLA- TION,”   PRESIDENT   CLINTON SAID. 13-9