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Deadline? What deadline? My story is already filed!

Doesn’t every journalist want to wrap up the workday and be home with their kids or their dog or their houseplants (or like this writer, be at the golf course or the tavern or out on a hike) by 5:30 p.m. like most normal office jockeys?

And yet, whether it’s a daily grind story or a weekender that needs finishing, many newsies find themselves sweating it out on deadline as an anxious editor nips at their heels.

As an editor, I would grow impatient immediately upon wrapping the afternoon news meeting to get the stories edited and filed to the copy desk. To motivate the laggards, I had this technique of standing directly behind them while holding my arm pointed to the ceiling and moving it back and forth like a metronome while making an audible “tick-tock” sound. I found it hilarious and effective, and I always assumed that the writers did, too (OK, in reality I know they hated it, but the discomfort was a crucial element of the technique!)

So, from here on out, in all cases except bona fide breaking news scenarios, let’s all get out of the office earlier. Here are some tips gained from years of seeing a life beyond work.

  • Talk to your editor more. Have a quick pre-reporting chat, then a midday update and finally a pre-writing confab to make sure you’re on the same page and both know what to expect. These chats can be one minute or less.
  • Write throughout the day. Ever notice how fast and easy it is to write an adder for another reporter? You quickly pick your best stuff, grind it out and shoot it over. So, why not do this with your own material? Write as you report. Keep your notes in story form as much as possible to really speed things along. Write in chunks and link them with transitions later.
  • Think lead and form all day long. Great leads, transitions, nut graphs and kickers take time, so it helps save time if you think about how a story will come together before, during and after the reporting. If a good idea comes to you, scribble it down immediately.
  • Write a nut graph first. If you know the nut graph going in, writing the rest comes easy. And don’t forget: your nut graph can always become a hard-news lead if you can’t craft a meaningful narrative or anecdote.
  • Report to write. While reporting, always think about what the story needs and how it might take shape. If you’re always on the hunt for a lead, a nut, details, anecdotes, examples, data and an ending, those elements will be present in your head when you sit down to write.
  • Work quickly, but don’t rush. Make a reporting plan and source list at the start. Discuss angles with your editor or colleagues. Get going on art or graphics right away. Then, when you do interviews (the most important part of reporting), you’ll have banked more time to go deeper.
  • Take what you need and leave the rest. Survey reporting, or talking to many people with nearly the same viewpoint or background, can be critical to project reporting but is rarely necessary in daily reporting. Seek out the best possible sources and be patient with them.
  • Send a lead and nut note to your editor. To avoid uncomfortable disputes, which the editor will invariably win, send an instant message with, “Here’s what I’m thinking on this story, what do you think?” and attach the top and nut. This prevents wasted time and heartaches.
  • Draft an outline. This technique sounds quaint, but creating a written plan for your story can dramatically speed up the writing process and also ensure you don’t leave anything important out.
  • Work harder, faster and smarter. Watch to see who leaves work on time and who ends up staying late, then emulate those who get to it and get out. Arrive early, be on task and hustle.
  • Keep the gabbing to a minimum. Stay clear of newsroom gossips, gabbers or gripers. A quick chat or joke is fine, but the time you waste talking to a gabber, or worse yet listening to them, will only lengthen your day and reduce your productivity. Whether you realize it or not, those people will bring you down.
  • Avoid perfectionism. Don’t struggle over a single word, sentence or paragraph. Let the copy flow, get it all down, and then go back and revise. Also, don’t get too married to a lead or story format; you can always try a new technique tomorrow.

Bart Pfankuch is an investigative reporter for South Dakota News Watch, online at sdnewswatch.org. Contact Bart at bart.pfankuch@sdnewswatch.org.

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NESNE Finalists & Specialty Award Winners Announced

The New England Society of News Editors presents several prestigious awards each year to journalists in New England who are so expert and accomplished that they have truly “mastered” their craft. At the same time, NESNE also recognizes New England journalism’s most promising up-and-comers.

Below is a list of the NESNE Finalists and Specialty Award Winners for 2019. All winners will be honored at the NESNE Spring Awards Celebration held at The Boston Globe on Thursday, May 2nd.

2019 Specialty Award Winners

College Newspaper of the Year

The Daily Free Press, Boston (MA) University

College NOY 1st runner up
The Free Press, University of Southern Maine

College NOY 2nd runner up
The Quinnipiac Chronicle, Quinnipiac University, Hamden, Connecticut

College NOY 3rd runner up
The Bowdoin Orient, Bowdoin College, Brunswick, ME

Top College Journalist

Elisabeth O’Donnell, Saint Michael’s College, Colchester, VT

College Rising Star

Sadie Housberg, Middlebury (VT) College

Master Reporter

Neal Simpson, The Patriot Ledger, Quincy, MA (Daily)
Grant Welker, Worcester (MA) Business Journal (Non-Daily)

Master Photographer

Merrily Cassidy, Cape Cod Times, Hyannis, MA

Newsroom Rising Star

Kristen Young, Cape Cod Times, Hyannis, MA

Judith Vance Weld Brown Spirit of Journalism Award

Elizabeth Banks, Framingham (MA) State University

New England Journalism Educator of the Year

Michael Land, Ph.D. Assumption College, Worcester, MA

2019 NESNE Finalists

“Police clamp tight rein on information”
Tommy Gardner & Caleigh Cross, Stowe Reporter

“Suicide deaths mount, stigma persists”
Neal Simpson, The Patriot Ledger

“Paid a lot to do very little”
Josie Albertson-Grove, Republican-American

“Bucking the Broncos”
Courtney Lamdin and Colin Flanders, Milton Independent

“The Boardroom Gap”
Grant Welker, Worcester Business Journal

“Judges spares heroin dealer from jail”
Julie Manganis, The Salem News

“Domestic violence victims struggle in family courts to retain custody of children”
Shira Schoenberg, The Republican

“Making a City Series”
Jim Haddadin, Jonathan Dame and Staff The MetroWest Daily News

“Til Death Do Us Part”
Mark Davis, Seven Days

“Beyond the Stigma Series on NH’s Opioid Epidemic”
Shawne K. Wickham, New Hampshire Union Leader/Sunday News

Hayes defeats Glassman
Steven Valenti, Republican-American

Police react when two are shot
Ben Garver, The Berkshire Eagle

Storm
Alyssa Stone,Marshfield Mariner

Riot
David Sokol, North Shore Sunday

Haircut
Dave Roback, The Republican

Man vs. Nature
Ken McGAgh, The MetroWest Daily News

Grieving Family
Allan Jung, Telegram & Gazette

Doggie in the Window
Peter Pereira, Standard-Times

Northern Lights
Paul Rogers, Stowe Reporter

Lexington Football too much for Brockton
Ann Ringwood, Lexington Minuteman

From Mexico to Maine: A blueberry raker’s story
Jack Dodson,The Ellsworth American

A Dog Day
Eva Sollberger, Seven Days

The coach who never curses
Peter Huoppi, The Day

Countryman Peony Farm
Eva Sollberger, Seven Days

Vineyard Gazette, Staff
Cape Cod Times, Staff

“Into the Arena”
John Walters, Seven Days

“DA Early and Bibaud probe”
Staff, Worcester Telegram & Gazette

“What would you grab if a disaster was on the way?”
Tracey O’Shaughnessy, Republican-American

“A Town Divided”
Jane Seagrave & Julia Wells, Vineyard Gazette

“Of #MeToo and truth-speaking”
Heather Beasley Doyle, Lexington Minuteman

“Sewage Spill Impacts Felt”
Michael Puffer, Republican-American

“Ferry Martha’s Vineyard Loses Power in Latest Mishap for Steamship Line”
Sara Brown, Vineyard Gazette

“Remaking Worcester”
Staff, Worcester Telegram & Gazette

“Under pressure: Mental health needs challenge schools”
Elizabeth Clemente, The Portland Forecaster

“Chemical regulation bill backed”
Jim Therrien, Bennington Banner

“Grace Under Fire”
Tommy Cassell, The MetroWest Daily News

“Marathoner with dwarfism conquers Boston and life”
William J. Kole and Steven Senne, The Associated Press

“Athletic Policy Questioned”
Lori Riley, The Hartford Courant

“The Motivator”
Brendan Kurie, Standard-Times

“Goooooal! World Cup Rocks the Coop”
Noah Asimow and Landry Harlan, Vineyard Gazette

“Endless Love”
Kayla Canne, The Sun Chronicle

“Song of Himself”
Dan Bolles, Seven Days

“Marathoner with dwarfism conquers Boston and life”
William J. Kole and Steven Senne, The Associated Press

“Elusive dream”
Geoff Spillane, Kathi Scrizzi Driscoll, Steve Heaslip, Ron Schloerb, Cape Cod Times

“Introducing Quinton Oliver Jones”
Will Broaddus, The Salem News

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Blumenthal, Swalwell & Menendez Introduce The Journalist Protection Act

U.S. Senator Richard Blumenthal (D-CT)

[WASHINGTON, DC] – Today, U.S. Senator Richard Blumenthal (D-CT), U.S. Representative Eric Swalwell (CA-15), and U.S. Senator Robert Menendez (D-NJ) introduced the Journalist Protection Act to make physical attacks and threats of such attacks against journalists a federal crime. Today’s bill introduction comes at the beginning of Sunshine Week, when we recognize the importance of free and unfettered access to information. A free press is critical in helping to shine light on our government and illuminate the challenges facing our country.

““The values celebrated during Sunshine Week – accountability through transparency, access to public information, and freedom of the press – are under attack like never before. Under this administration, reporters face a near-constant barrage of verbal threats, casting the media as enemies of the American people and possible targets of violence. This bill makes clear that engaging in any kind of violence against members of the media will simply not be tolerated,” said Blumenthal.

“From tweeting #FakeNews to proclaiming his contempt for the media during campaign rallies, the President has created a hostile environment for members of the press,” said Swalwell. “A healthy democracy depends on a free press unencumbered by threats of violence. We must protect journalists in every corner of our country if they are attacked physically while doing their job, and send a strong, clear message that such violence will not be tolerated. That is what my bill, the Journalist Protection Act, would do.”

“Over 200 years ago, our Founding Fathers had the foresight to recognize the importance of a free press to a fledgling democracy. Now, more than ever, their importance can’t be overstated,” said Menendez. “Despite the dangerous rhetoric coming from the Trump Administration, and yet another disturbing attack on a journalist covering a MAGA rally, a free press will never be the enemy of the people. A free, and independent press—a strong Fourth Estate—is essential to the American people and our democracy, ensuring an informed public and holding those in power accountable. In the spirit of Sunshine Week we must work to make government more transparent and to protect the journalists dedicated to ensuring that reality.”

Both before and since taking office, President Trump has blatantly stoked a climate of extreme hostility toward the press. He has called the press “the enemy of the American people,” and described mainstream media outlets as “a stain on America.” He once tweeted a GIF video of himself body-slamming a person with the CNN logo superimposed on that person’s face, and retweeted a cartoon of a “Trump Train” running over a person with a CNN logo on its head.

The Journalist Protection Act makes it a federal crime to intentionally cause physical harm or threaten physical harm to a journalist while he or she is doing their job. It represents a clear statement that assaults against people engaged in reporting is unacceptable, and helps ensure law enforcement is able to punish those who interfere with newsgathering.

Such antagonistic rhetoric encourages violence against journalists. In March 2017, OC Weekly journalists said they were assaulted by demonstrators at a Make America Great Again rally in Huntington Beach, California. The following August, a reporter was punched in the face for filming anti-racism counter-protestors in Charlottesville, Virginia. At a rally hosted by the President in El Paso, Texas just last month, a man in a Make America Great Again hat attacked a BBC reporter and yelled expletives directed at “the media.”

Citing President Trump’s rhetoric bashing the media, the international organization Reporters Without Borders dropped the United States’ ranking in its annual World Press Freedom Index by two points, to 45 overall, last April.

The bill is supported by the Communications Workers of America (CWA) and by News Media for Open Government, a broad coalition of news media and journalism organizations working to ensure that laws, policies and practices preserve and protect freedom of the press, open government and the free flow of information in our democratic society.

“American journalists are facing assaults, threats, intimidation and even murder simply for fulfilling their First Amendment duties by reporting the news,” said Bernie Lunzer, president of The NewsGuild, a division of the CWA. “The Journalist Protection Act strengthens the free press that’s essential to our democracy.”

“Now more than ever, our industry needs the Journalist Protection Act to ensure both our members and their equipment have an extra layer of defense from attacks,” said Charlie Braico, president of the National Association of Broadcast Employees and Technicians, also a CWA division. “It’s also another way of saying in these turbulent times that yes, the First Amendment matters – and it’s worth protecting.”

“A journalist should not have to worry about threats of harassment or physical attacks solely for doing their jobs and informing the public,” said Melissa Wasser, Coalition Director for News Media for Open Government. “Forty-eight journalists faced physical attacks while gathering and reporting the news in 2018, as documented by the U.S. Press Freedom Tracker. More than two dozen newsrooms have received hoax bomb threats, disrupting their operations. Not only is the role of the news media in our democracy under attack, but the safety of individual journalists is threatened. The Journalist Protection Act would not elevate journalists to a special status, but rather would ensure they receive the same protections if attacked while gathering and reporting the news.”

Original co-sponsors of the Journalist Protection Act in the House include David Cicilline (RI-1), Steve Cohen (TN-9), Debbie Dingell (MI-12), Hank Johnson (GA-4), Ro Khanna (CA-17), Andy Levin (MI-9), Gwen Moore (WI-4), Eleanor Holmes Norton (DC), Bobby Rush (IL-1), Darren Soto (FL-9), and Debbie Wasserman Schultz (FL-23).

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Do you have a sales prevention department?

John Foust

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: john@johnfoust.com.

Every business has procedures in need of tweaking. Do any of those procedures at your newspaper involve the advertising department? It might be a good idea to take a look.

I remember a Monday night long ago when my cable TV stopped working. I called the customer service line and went through the frustrating process of getting a real person on the line. That person was nice, but said they couldn’t do anything about my cable until Thursday. Between Monday and Thursday, I received at least six automated messages to remind me of the appointment.

On Thursday, I made plans to be home to meet the service tech. When he arrived, he quickly determined that the cable box needed to be replaced. He retrieved a new box from his truck and installed it in a couple of minutes. Then the real trouble started. He couldn’t activate the box until he received authorization from the cable company. As he explained it, the box which he had just connected to the TV had to be transferred in their records from the company’s inventory to his truck’s inventory to my TV. He submitted that request, but they couldn’t make the switch right away because he had to wait his turn.

He was a nice fellow. As we sat in the kitchen and waited, he talked about his work, his family and his children’s interests. Along the way, he mentioned that he liked his job, but that he spent most of his time waiting for the home office to authorize the equipment he installed.

After an hour of waiting, I tried to help by placing a call to customer service. When I eventually got someone on the line, I explained the problem and handed the phone to the technician. The customer service rep said she would look into the problem. But after more waiting, the tech decided to call another technician to see if he had a cable box that had already gone through an inventory switch. The new tech showed up a little later, and luckily that box worked.

The end result was that he was there for three hours to do twenty minutes of work, he was over an hour late for his next appointment, and — worst of all — he said it was an ordinary day.

The story doesn’t end there. About an hour after the technician left, I received another automated phone call to remind me of the appointment.

Everyone I encountered was genuinely concerned about my problem, but they were limited by a faulty internal system.

I’m reporting this experience in excruciating detail to illustrate the negative chain of events that can result from a flawed process. I’ve run across some newspapers with similar system defects.

In fact, I once heard of an office that had such a stringent credit process that people referred to it as the “sales prevention department.”

The challenge is to find problems and fix them. If you do that, you’ll become a customer service hero.

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Obituaries April 2019

NEW HAMPSHIRE

None reported

RHODE ISLAND

William T. “Bill” O’Donnell

VERMONT

Marguerite J. Lyons

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Vietnam Veterans Memorial Fund Needs Your Help

Newspapers across the country have been helping the Vietnam Veterans Memorial Fund (VVMF.org) in their effort to find missing photos of killed military members that are listed in the Vietnam Veterans Memorial Wall in D.C.

When this project started five years ago only one state had found all of their photos. Today, 36 states are complete, and five of the six New England states have found all of their photos. Massachusetts only has 23 photos left to find.

Any help you could offer would be greatly appreciated, even if it is a news story about the project near Memorial Day. This is a project that is of great value to our country for now and future generations.

VVMF.org are projecting the photos on their website by birthday and displaying them with mobile displays.

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NESNE Spring Awards Celebration Is May 2nd

The New England Society of News Editors presents several prestigious awards each year to journalists in the New England that have truly “mastered” their craft. At the same time, NESNE also recognizes New England journalism’s most promising up-and-comers.

This year awards will be presented at a special reception on Thursday, May 2nd at The Boston Globe. Join us at the NESNE Spring Awards Celebration to learn the winners of “The NESNEs” competition for the best journalism produced in New England! We will recognize and celebrate the following prestigious awards.

  • Master Reporter
  • Newsroom Rising Star
  • Judith Vance Weld Brown Spirit of Journalism Award
  • 2019 College Newspaper of the Year
  • Top College Journalist of the Year
  • The Rising Star Award
  • Journalism Educator of the Year

For more information contact Christine Panek at (781) 281-7284 or email c.panek@nenpa.com.

 

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Consider Yourself Told

Kevin Slimp
Kevin Slimp technology
Kevin Slimp is director of the Institute of Newspaper Technology. Email questions to him at kevin@kevinslimp.com.

It was a lot like other experiences I’ve had at conventions over the past couple of years. In March, as I gathered my backpack to head out of the room where I’d just spoken in Madison, Wisconsin, a man approached and said, “I really appreciated what you had to say. May I ask a question?”

I was in no rush. Immediately ahead was a five-hour drive to Des Moines, where I was speaking to a newspaper conference the next day. “Sure,” I answered. “Of course. How can I help?”

His question was straightforward and deliberate. “What’s really going on at newspapers across the country?”

I knew it wouldn’t be a quick answer. I had been standing for two hours and there were a couple of chairs in the corner of the room, near the door. I suggested this was a conversation that required sitting.

As I began to answer his question, the area began to fill. Soon, there were a dozen or more publishers, editors and others standing in a semicircle, intently listening in on the conversation. I appreciated their interest. It’s a bit humbling to know people sincerely care what I think about anything.
I shared my thoughts with the group. Heads nodded as I mentioned most locally-owned papers seemed to be doing fine. Big metros, not so much.
Someone spoke up, “My paper is part of a small local group. That’s how it is with us.”

I went into more detail about the state of newspapers of various sizes and types, then explained that I should get on my way to Des Moines. As I began to walk toward the hallway, I heard a familiar refrain, “Thank you for what you do for all of us.”

You know, I hear that at every newspaper and convention I visit. I appreciate that people think that way. But the truth is I’m not really sure what I do. I study. I do research. I visit papers. I asked what’s going on. Then I share the information. It seems a lot like what journalists at newspapers do every day.

As I was leaving the Concourse Hotel in Madison – one of the nicest I’ve stayed at, by the way – I glanced at my email and text messages. There was an email from a magazine reporter in New York, asking if I had five minutes to talk.

I recognized the name. He had interviewed me a week or two earlier for a story he was writing about the state of newspapers. During the interview, when he shared who he had spoken with while doing his research, he mention Iris Chyi, University of Texas, and other names that could fill a “Who’s Who” list of researchers in the area of newspaper health.

In his brief email, he mentioned his editors were skeptical concerning the content of his story.

Apparently the people he was interviewing were consistent in their findings. Most locally-owned newspapers are doing well. The same is not always true of other newspapers. The further the newspaper from the owner or ownership group, the more likely the paper isn’t doing well. That has been a consistent finding of my research for the past few years.

A few days later, the reporter and I talked on the phone and he asked if I could point him to some data that he could show to his editors. I did, reluctantly. I was reluctant because I’m starting to feel outnumbered. There seems to be stories on social media and in national publications almost daily about how one large newspaper group after another is falling apart. As I reminded this reporter, most newspapers aren’t part of large national groups. Most newspapers are still locally owned.

I didn’t even mention the publishers who I’ve run into over the past few weeks who are starting or have just started new papers. Frankly, I really didn’t care what the magazine ran, if anything.

Relaxing in the lobby of the hotel in Des Moines the next day, a publisher approached and I invited him to visit. He told me his newspaper is enjoying significant growth. It has been growing, he told me, several years in a row. The past year has been the best yet. Then – you guessed it – he said, “Thank you so much for what you do for our industry.”

I wanted to thank him. It’s folks like him – like the publishers, editors and journalists I met in Wisconsin and Iowa over the weekend – who give me the energy to keep up the fight. They remind me of others I’ve met recently in Wyoming, Texas, Kentucky, Tennessee, Vermont, Kansas and places I’ve momentarily forgotten.

One publisher in Iowa came up to the podium to tell me something. “Remember ten years ago when the university dean told you he didn’t think there would be a single newspaper left in America in ten years?”

“Yes,” I answered, “I remember.”

“You should mention that in every column you write. It’s been over ten years and we’re still here, and we’re not going anywhere,” he told me.

Consider yourself told.

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Make it a mantra: ‘Get one more source’


Bart Pfankuch is an investigative reporter for South Dakota News Watch, online at sdnewswatch.org. Email him at bart.pfankuch@sdnewswatch.org

I think as journalists we can all agree that there is no such thing as an “over-sourced” story.

Readers will never complain that a reporter talked to too many people, read too many reports or examined too many documents.

A well-sourced article or feature story is easy to identify.

Most, if not all, of the critical questions are answered. The range of voices is wide. The piece has details, specifics, numbers and examples that deepen understanding.

Readers feel complete after reading a highly sourced article, and journalists gain a big advantage as reporters and writers if they go
beyond the obvious or easy-to-get.

Interviewing enough people and examining enough documents allows for improved writing and storytelling. A writer can be more authoritative. A point can be made, expanded upon and extended into deeper discussions in the piece. With extensive sourcing, a story can go beyond explanation and branch into “solutions journalism” where the writer reveals what has worked elsewhere or examines options to make things better. Not all sources need to be quoted in the piece, but going deeper will always broaden your understanding of a topic.

Here are some tips and tactics to quickly expand sourcing on quick-hit daily stories, deeper weekenders and long-range projects. I urge all reporters to hustle, be thoughtful and dive into their work as early as possible so they have the idea, energy and time to improve sourcing.

  • Use online public records to strengthen your reporting. I recently attended a seminar called “Quick-hit Investigations” by noted investigative reporter Dee Hall at the annual Wisconsin Newspaper Association conference. The major takeaway: Learn about documents and reports that state and federal agencies maintain online and then use those — even on daily stories — to seek out a few relevant data points, facts or financial figures that will broaden the depth of your piece, allow for historical context or help prove a point.
  • Scour the internet for studies or research papers related to your topic. This has never been easier. Writing about wind farms, flu symptoms, pesticides, railroads, cancer, beef processing, pipelines, restaurant cleanliness, sidewalk costs, weather patterns or the lifespan of a bridge? I bet you can search online and quickly find three reports or studies on any of those topics from reputable sources. Stay away from consumer or product sites and rely more on government reports and university studies. Search a bit longer to find one directly related to your topic. Tidbits from those reports will add depth to your piece and credibility to your reporting.
  • Do an online clip check to see what others have written. If you find other media outlets have already tackled your topic, feel free to re- interview their sources or in a pinch quote directly from their findings. Just be sure to double check facts and fully attribute the material.
  • Think beyond the obvious when seeking sources to call by phone or interview in person. Talk to your editor, colleagues and anyone who will lend an ear and ask them what they want to know about a story or who they would call if they were the reporter. Spend five quiet minutes just thinking about who would be great to interview for your piece, and then make a wish list. Spend a half hour more trying to reach one or two of those people. Even if your success rate shooting for an extra primo source is only 50 percent, your work will be better for it.
  • On breaking news, always shoot for one more witness, bystander, emergency responder or police officer. Feel free to interview the talky person everyone else is interviewing, but keep an eye out for the shy or hovering witness who often has more to tell but isn’t seeking attention. In a neighborhood, leave business cards with “Please call me” scribbled on them in the door jams of potential witnesses who aren’t home. Get to know police and first responders to build trust so they’ll speak to you when you need it most.
  • Seek out expert sources. These tend to fit nicely in longer pieces on more complex topics, but there’s no harm in having a conversation with an expert on breaking news or a daily story or in advance of a meeting. Always review an expert’s credentials and history to reduce the chance you encounter a zealot. Again, university and government researchers are the best, though think tank analysts and industry experts can sometimes fill the bill.
  • Do this now: Take a sheet of paper, write “Get One More Source!” on it and tape it up in your cube or above your computer. Then, follow your own good advice.
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Four words for ad professionals: “Oh yeah? Prove it.”

John Foust
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information: john@johnfoust.com.

I once encountered a car dealer who took advertising puffery to new levels. They publicized themselves as being number one in every conceivable category. Their general advertising theme was, “We’re number one.” Their new car slogan was, “We’re number one in new cars.” Their used car slogan was, “We’re number one in used cars.” Their service department’s slogan was, “We’re number one in service.” And of course, their logo featured their name inside a number one.

That approach must have simplified their advertising strategy meetings: “Let’s just tell everybody we’re number one in everything.”

I’m no legal expert, but I suspect that they could not have been prevented from using that exaggeration, because saying “we’re number one” is like saying “we’re the best.” It’s just too common to be taken as a serious deception.

The more important issue is in the fact that the ads had no credibility. There was no proof to back up the claims. Consumers were never presented with any reasons to believe what the dealership was saying.

I thought of that old ad campaign recently, when I saw a series of ads for another car dealership. Like the old dealership, they were marketing themselves as a preferred place to buy a car. But unlike those old ads, these claims were on solid ground, because they were supported by evidence. The ads showed long-time customers holding up fingers to represent the number of cars they had purchased from the dealership. It was an attention grabber – a simple and effective way to sell the dealership’s longevity and reputation.

Unsubstantiated claims are lazy. It takes practically no effort to write a headline like, “We’re number one” or “Best deals in town.” On the other hand, it takes some creativity to come up with the right kind of supportive evidence.

The work is worth the effort. While consumers ignore exaggerations and unsupported claims, they respond to relevant promises and offers that are backed up by evidence.

When you’re writing an ad or making a sales presentation, it might help to imagine someone sitting on the other side of the desk with arms crossed, saying, “Oh yeah? Prove it.”

There are many forms of proof – statistics, photographs, and testimonials, for example. Here’s how evidence can help:

“Our new widget is the best on the market” has no muscle. It’s better to say, “According to XYZ research, our widget has a 95 percent durability rating.

“Our paper is better than any other advertising option” is an empty statement. It’s better to write, “Let me tell you about the great results that Retailer X gained from advertising in our paper. Their sales increased by 27 percent during the first month.”

“Our customers love us” is weak. It’s more effective to say, “Here’s what our customers say about us.”

Just because we believe something doesn’t make it believable to others. There is power in proof. Make that imaginary skeptic on the other side of the desk smile and you’re on the right track.

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