The "who" lead - If the "who" is a person 
 (place or thing) well known, it is usually the 
 feature of the lead. The name alone 
 attracts attention. Unless one of the other 
 elements is particularly outstanding, the 
 "big name" comes first.
 Use this one rarely because it deals with a person and 
 the person is most probably not the story.
   THE “WHO” EXAMPLE:
   Coach Bubba Steroid, who led Pine 
   Valley to four consecutive district 
   football championships, announced his 
   retirement in order to sell used cars 
   door to door.
   The "what" lead - Refers to the 
   happening or occurrence that makes an 
   item worth reporting. The what might be 
   the election of a public official, an 
   automobile accident, a crime or the 
   announcement of a decision or survey.
   Begins with the fact of the story.
  THE “WHAT” EXAMPLE
  The Pine Valley School Board voted to 
  suspend popular coach Bubba Steroid 
  after he was caught last week trying to 
  sell whole-life insurance and used cars to 
  fourth graders.
   The "where" lead - On rare occasions, 
   the "where" is significant enough to 
   overshadow the other W's.
   Use this rarely as the “where” is not generally that 
   important.