If topwater and they're busting bait, a big popping lure like striper delite to get their attention. If they aren't chasing, but you still know they're near surface, a walking lure. Keep in mind, they'll break line and take your prized lure sometimes. A cheaper "topwater" is a big, weighted popping cork with a 3/4 or 1oz bucktail below. This makes it easier for them to take the lure in too because they aren't sucking air with it. You'll also lose fewer and have an easier time once in the boat with this rig because there are no trebles involved. A striper topwater blowup is heart-stopping.
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If below the surface: Bucktails, big grubs, big cranks, flukes big Rebel jerbaits, bass jigging spoons. I've caught them on live minnows, Shad Raps, Norman's DD22, Roster Tails and spinnerbait.
White or natural shad is a good presentation for shad. Accents of chartreuse, red or orange can work. Firetiger works too. If they're really biting it won't matter much because they eat all fish. The last striper I caught was on a chartreuse Rebel Wee Craw with 6# mono. But the best presentations resemble fish.
This is all assuming freshwater.