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What golf teaches us about advertising

John Foust Advertising
John Foust Advertising

John Foust

john-foust-ad-libs

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.

Email for information: john@johnfoust.com

I love golf, but I’m a terrible golfer. I’m the only golfer I know who has lost someone else’s golf ball. On a best-ball round, I mistakenly hit the wrong ball – directly into a lake.

Regardless of skill level, golf holds plenty of lessons for the business of selling and creating advertising. Let’s take a look:

1. Club selection matters. Each club has a specific purpose. Drive with a driver, hit long approach shots with a fairway wood, chip with a wedge, putt with a putter.

In advertising, there are tactics for different marketing situations. Image ads are designed to build brand identities and response ads are used to generate immediate results.

2. Pre-contact is important. A golf swing starts with lining up the shot, having the right stance and grip, then taking a proper backswing.

Any experienced salesperson will tell you to prepare in advance for an appointment. Learn your prospect’s marketing objectives, study his or her previous ad campaigns, and research his or her competitors’ advertising.

3. Follow-through is equally important. A swing doesn’t end after contact. And neither does a sales conversation. When you return to the office, there are “thank you” emails, additional facts and figures to research, and campaign recommendations to develop.

4. Every hole has a goal. And every ad campaign has an objective. At the completion of a particular marketing effort, your client wants to generate x-results. Along the way, there are interim goals, such as weekly and monthly targets.

5. Every hole has hazards. Obstacles are part of the game. There are bunkers, creeks, and out-of-bounds areas. Some are visible from a distance, but others seem to appear out of nowhere.

In advertising, there are sales objections, high-maintenance clients, fickle target markets and challenging deadlines.

6. Play it where it lies. You will make some shots from level ground, where the ball sits nicely on top of the grass. But others you will have to hit from tall weeds or sand or behind a tree.

Whatever the lie, concentrate on the goal and choose the right club.

7. Grain and dew can affect putting. The surface of the green can be compared to market conditions that are beyond your control. Read and respond to those conditions correctly, and you’re on the way to a successful campaign. Read them incorrectly, and the ball will veer off course.

8. Close doesn’t count. A score can’t be counted until the ball is in the hole. Likewise, a publication can’t build its business on sales that are almost made.

9. Divots should be repaired. It’s important to keep client relationships in order. If something goes wrong – in a conversation or in a campaign – take immediate steps to put things back on track.

10. A tournament can be won by one stroke. It’s crucial to pay attention to details, because little things make a difference. A sales conversation can turn quickly on one perceptive question. A typographical error can make or break a marketing proposal. And one word can determine the success of a headline.

 

(c) Copyright 2017 by John Foust. All rights reserved.

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Taking a closer look at your design: Part 1

Ed Henninger design
Ed Henninger design

Ed Henninger
Design

ED HENNINGER is an independent newspaper consultant and the director of Henninger Consulting.

Website: www.henningerconsulting.com
Phone: (803) 327-3322

WANT A FREE evaluation of your newspaper’s design?
Just contact Ed: edh@henningerconsulting.com | (803) 327-3322

IF THIS COLUMN has been helpful, you might be interested in Ed’s books: “Henninger on Design” and “101 Henninger Helpful Hints.” With the help of Ed’s books, you’ll immediately have a better idea how to design for your readers. Find out more about “Henninger on Design” and “101 Henninger Helpful Hints” by visiting Ed’s website: www.henningerconsulting.com

When was the last time you gathered your staff and took a close look at your newspaper’s design?

  • Is it working for your readers?
  • Is it easy to produce on deadline?
  • Is it contemporary?
  • Is it compelling?
  • Is it true to your design style?

I suggest a design critique every quarter … at least every six months. Go longer than that and you risk an erosion of your design style. Inconsistencies (see illustration) begin to creep in and, before long, your “design” is no longer a design. It’s just something that happens every issue.

All of these standing heads are from the same newspaper. Every one is different. A study in inconsistency.
All of these standing heads are from the same newspaper. Every one is different. A study in inconsistency.

When you do your critique, here are key items worth reviewing:

VISUALS

  • Is there a dominant visual on Page 1 and other open pages?
  • Are your photos/graphics large enough on the page?
  • Are lead visuals placed over the optical center on open pages?
  • Are they good quality?
  • Are they properly (read that “tightly”) cropped?
  • How’s your print/reproduction quality?

TYPOGRAPHY

  • Are you using a strong, legible type face for text?
  • Are word spacing and letter spacing too tight? Too loose?
  • Are your columns too narrow for easy reading? Too wide?
  • Is text aligned to the baseline grid?
  • Are you watching for—and fixing—widows?
  • Are you careful to avoid excessive word spacing and letter spacing in text wraps?
  • Are your captions set large enough?
  • Are your captions set too wide?
  • Are your headline typefaces consistent?
  • Do you avoid the use of funky fonts?
  • Do you practice good headline hierarchy?
  • Do you have a consistent text style for lists, such as police and fire runs, calendars and the like?
  • Do you have a consistent text style for infoboxes, by-the-numbers boxes and the like?
  • Do you have a consistent style for pullouts?
  • Do you have a consistent style for drop caps?
  • Are your typographic styles set up in your software style sheets?

OTHER

  • Is placement of content consistent from issue to issue?
  • Is placement of ads consistent from page to page?
  • Does the design/typography of your nameplate need tweaking?
  • Do your teasers do the job, or do they need updating?
  • Are your design elements simple? Consistent?
  • Do you use color carefully and with a purpose?

That’s my list. I’m assuming you have other items you’d want on your list, but those I’ve mentioned here will give you a good start.

NEXT MONTH: Now that you know what you’re looking at, who does the looking, how does it work … and who’s in charge?

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Patience, chutzpa pave path to her award-winning photos

John Voket photo, courtesy of The Newtown (Conn.) Bee

By Alison Berstein, Bulletin Correspondent

This is an art form. There needs to be something in one’s soul that leads someone to be a professional photographer. You can be taught many things about photography, but not everything.

— Shannon Hicks, Associate editor, Newtown (Conn.) Bee

You really have to focus on what your job is, and that is to get the news out and that is what we did that day.

— Shannon Hicks, Associate editor, Newtown (Conn.) Bee

This is Shannon Hicks’ signature photo of the Sandy Hook fatal shootings, showing students being led away from the elementary school after the shootings. Full story here http://www.npr.org/sections/thetwo-way/2012/12/16/167395779/the-story-behind-a-striking-image-of-the-scene-at-sandy-hook for an explanation of how Hicks captured this scene.

What is the key to creating an award-winning piece of photojournalism?

Shannon Hicks picked up her first camera when she was a child, and she has had one in her hand ever since.

Today Hicks is an associate editor at The Newtown (Conn.) Bee, where she captures everything from landscape photos to parents holding the first baby of the new year.

Her lifelong passion for photography helped earn Hicks the Master Photographer award at the New England Society of News Editors Journalism Awards in April.

“People love photos, even if they don’t always want to be the ones in front of a camera,” Hicks said.

Shannon Hicks
Shannon Hicks

‘I cannot tell you how many frames I have blown through, trying to photograph flags in the wind. It often takes time to get just a small curl.’

— Shannon Hicks

A top-notch photographer needs to practice patience, said Hicks, a self-taught photographer.

“Patience means sometimes trying for a photo from a number of different angles, or seeing that something is coming and having the patience to wait for a photo to line up the way you envision it,” said Hicks, who will celebrate her 29th year full time at the Bee in September. “I cannot tell you how many frames I have blown through, trying to photograph flags in the wind. It often takes time to get just a small curl.”

Hicks received the Master Photographer for non-daily publications award at the NESNEs, which took place April 20 at the then-offices of the New England Newspaper and Press Association in Dedham, Mass.

“It floored me, honestly,” she recalled about receiving the award. “As I was reading through the booklet handed out that night announcing the winners, I was really honored to be part of that group.

“You don’t do this for honors, but to be honored by your peers — that’s the best feeling in the world,” she said.

Hicks credits photojournalist Bob Holt as a role model for the field.

“My favorite sessions every year during the NENPA (winter convention) weekend are the ones done by Bob Holt,” she said. “Sometimes he’s on his own, and other times he has someone joining him. They’ll share some of their work, and then spend the rest of the time offering critiques of some of the entries that were received for NENPA (awards) competition that year.”

Hicks cautions photographers not to rely too heavily on photo editing software, a lesson she has picked up from Holt.

“I often think of Bob when I look at images that have been too heavily processed on a computer. Digital imaging is bad if you change reality,” she said. Hicks quoted Holt from a 2014 NENPA workshop he held: “Avoid the hand of God, where your work becomes too overdone and it’s obvious. If you move the ball closer to the bat, that’s cheating.’

‘There’s a lot of hard work, there’s a lot of honor that goes into every story that we write and every photo we take.’

— Shannon Hicks

“Light, shadow, contrast, and saturation are the only things that should be edited in a photo, and I think any of those need to be done sparingly,” she said. “Cropping and straightening are also fine. ‘Things that you can do in the darkroom are allowed,’ Bob told those of us in his workshop.”

Hicks captures both planned and spontaneous photos, and she feels a particular attachment to the latter category.

“The spontaneous shots are the ones I live for,” she said. “Live performances, a children’s event, even an emergency – you never know what you are in for when you head into any of those situations. You can come out with drama, laughter, love, energy, life, death, who knows what, and it’s your job to capture the images that best illustrate where you have been. That’s photojournalism, and that’s what I love to do.”

Hicks was there chronicling the Sandy Hook fatal shootings in Connecticut.

“That’s the best example of breaking news that I have in my portfolio,” she said of the 2012 shootings at an elementary school in which a shooter killed 20 6- and 7-year-old students and six staff members. “At the time when I was taking the photos, we didn’t know how bad things were in the school yet. It wasn’t until they started evacuating the school that I knew something was really wrong.”

Reporting on Sandy Hook reminded Hicks of the responsibility held by journalists.

“You really have to focus on what your job is, and that is to get the news out and that is what we did that day,” she said. “The next couple of weeks were just very intense, trying to keep up with everything coming out of local and state government, and federal agencies.

“It’s changed the way we look at the world,” she said of the tragedy. “You never think it’s going to happen in your backyard and when it does you can’t help but be changed by it.”

The Newtown Bee celebrated its 140th anniversary in June, and Hicks is passionate about chronicling the town’s history.

“There’s a lot of hard work, there’s a lot of honor that goes into every story that we write and every photo we take,” said Hicks, who has lived in Newtown for about 25 years.

It is a career she holds in high esteem.

“What I love most about this job is that we’re constantly learning and improving,” she said.

Much of this learning takes place through a go-getter mentality that Hicks calls chutzpa.

“Chutzpa comes from being brave enough to get in front of others in order to be in front of your subject,” she said. “Get your best photo, even if that means blocking a patron’s view for just a few moments.

“If you’re going to photograph a concert, you have to position yourself in front of the stage, which means also putting yourself in front of some of those who are in the front rows watching the show,” she said.

Hicks has quite a bit of experience in concert photography, and while photographers should not jeopardize the view of ticket-holding audience members for a long time, the title does come with some access, she said.

“Most promoters will allow photographers to be in the pit in front of the stage for the first three songs of a show,” she said.

She fondly refers to her time as a concert photographer as “such a great learning experience.”

“Photographing in ever-changing lighting, capturing whatever essence of a performer you can in less than 15 minutes, usually while jockeying for position with other professionals who are sharing the same cramped space,” she said. “It was crazy, stressful work, but, boy, was it fun!”

Hicks thinks that every photographer has natural talent in addition to learned skills.

“This is an art form. There needs to be something in one’s soul that leads someone to be a professional photographer,” she said. “You can be taught many things about photography, but not everything.”

This photo of a truck being extricated after going over a guardrail in Sandy Hook is an example of Shannon Hicks’ spot news photography. Photo by Shannon Hicks photo, courtesy of The Newtown (Conn.) Bee
This photo of a truck being extricated after going over a guardrail in Sandy Hook is an example of Shannon Hicks’ spot news photography. Photo by Shannon Hicks photo, courtesy of The Newtown (Conn.) Bee

‘The spontaneous shots are the ones I live for.’

— Shannon Hicks

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Facebook Journalism Project: News Day

Facebook Journalism Project: News Day is coming to Boston.

Many newsrooms and news organizations around the country are collaborating with Facebook on tools, trainings and monetization strategies to work more effectively together.

The Poynter Institute has collaborated with the social media giant to offer Facebook for Journalists, a three course curriculum designed by Poynter and Facebook.

A pilot project that delivers Facebook training and support to local and non-profit news organizations in the U.S. is offered through a partnership with the Knight Foundation, The Lenfest Institute for Journalism, Detroit Journalism Cooperative, and Montclair State University’s Center for Cooperative Media.

There were 15 News Days held in the first half of this year — all-day product training, feedback sessions, partners showcases and 1:1 help desks for local journalists and audience, business, and newsroom leads — in Dallas, Atlanta, Denver, Chicago, Seattle, San Diego, Delhi, Hyderabad, Manchester, Milan, Edinburgh, Manila, Jakarta, Mexico City and Buenos Aires.

On September 14, News Day is coming to Boston.

The number of seats available is limited, so please register early. More details will be sent to registrants as they become available.

Register today:
Boston (September 14) – facebookjournalismprojectboston.splashthat.com

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News Digest

Newspaper-industry-news

Industry News

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Survey: More Americans see less media bias — but why?

Gene Policinski First Amendment
Gene Policinski First Amendment

Gene Policinski
Inside the First Amendment

Gene Policinski is chief operating officer of the Newseum Institute. He can be reached at gpolicinski@newseum.org. Follow him on Twitter:
@genefac

Attention, you so-called “enemies of the people” and alleged purveyors of biased reporting: There’s reason to think fewer people than last year might see you that way, despite the ongoing, politicized attacks from multiple quarters on the news media’s credibility.

President Donald Trump hurled that “enemies” epithet at journalists some time ago, and continues to complain about biased news coverage nearly every time there are news accounts about contacts with Russian officials by his administration.

But such criticism comes with varying levels of vitriol from a variety of quarters, and started long before Trump took office. Often, the harshest criticism of the news media comes just as much from those who consume news as from those who make it. This year, however, there are signs that the public’s disdain for the press has somewhat abated.

The 2017 “State of the First Amendment” survey, released over the July 4 holiday by the First Amendment Center of the Newseum Institute in partnership with the Fors Marsh Group, found that:

  • A solid majority of the public — about 68 percent — still believes in the importance of news media as a watchdog on democracy.
  • Less than half (43.2 percent) said they believe that the news media tries to report the news without bias; but that figure is a marked improvement from 2015 (23 percent) and 2016 (24 percent).

There are some likely reasons for this shift: A significant amount of TV, online and print journalism has shifted from the softer “horse race” focus of the 2016 election to this year’s focus on hard news and complex issues.

And — with more than a bit of irony — as more Americans are inclined only to consume news from sources that line up with their individual perspectives, there’s a likely parallel increase in the “trust factor” in those sources, even if they resemble echo chambers more than truth-tellers.

Among those who believe that news media tries to report unbiased information, most expressed a preference for news information that aligns with their own views (60.7 percent). Those more critical of media efforts to report news without bias were also less prone to report a preference for news aligned with their own views (49.1 percent).

So, no celebratory back flips in the nation’s newsrooms, please, especially since the uptick only puts the “bias” figure roughly back to levels seen in 2013 and 2014 (46 percent and 41 percent, respectively).

Those inclined to support the work of today’s journalists hope that the drop in those who perceive press bias generally stems from that combination of dramatically increased visibility of news operations and their reporting on serious news, such as health care reform and investigations of Russian influence in the 2016 election.

For my part, I believe that more people saw reporting of real news, not fluffy “click-bait” features and dramatic but mostly meaningless polling reports, and it earned back some of their lost approval and trust. Here’s an idea for journalists nationwide: Keep trying hard news, accountability reporting on issues that — while not necessarily “sexy” — matter the most to people and their communities, such as jobs, health care, education, and local and state government.

For years, news industry moguls and newsroom leaders have sought ways to reverse their dwindling income, which has led to fewer newsrooms resources and less real journalism, and which in turn has prompted additional loss of consumers. Clearly, mushy stories about the travails of celebrities, feel-good stories, and valuing tweets over investigative reporting are not working out that well. Acting on that realization will mean putting an emphasis on innovation and finding new ways to report on subjects that, in themselves, don’t necessarily draw in a new generation of readers.

But therein is the opportunity for those who will be the news media success stories of the 21st century. This year’s survey results show that the opportunity is there, that news consumers are hungry for imaginative reporting on issues that directly impact their lives.

But we can still take comfort in the 20 percent drop in those who presume journalists are incapable of reporting without bias: Attitudes can change, and trust can be regained.

Read the full report.

 

Editor’s Note: A version of this column appeared earlier on the Newseum Institute website as part of the 2017 State of the First Amendment report.

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Staying a step ahead of your editors

Jim Stasiowski, writing coach
Jim Stasiowski, writing coach

Jim Stasiowski
Writing

Writing coach Jim Stasiowski welcomes your questions or comments.

Call him at
(775) 354-2872
or write to:
2499 Ivory Ann Drive
Sparks, Nev. 89436.

A recent enjoyable email exchange with a reporter I once supervised included this from him: “OK, maybe we don’t miss the inevitable entreaties to ‘make just one more phone call,’ but we do miss most everything else you brought to the newsroom.”

I do especially value the reporter who, without being prodded, makes that “one more phone call.” But I also realize that if any reporter actually required entreaties that were “inevitable,” I did a poor job of helping him or her frame the story.

I almost always resisted my editors’ efforts to guide what I wrote. Part of my attitude was immaturity – who wants to have his work follow a blueprint handed down by someone else, no matter how experienced or wise? – but part of it was my wish to have a story reflect who I am, not who my editor was.

I know, I know, I sound like some egotistical artist who cannot accept anyone’s help, advice or rules. I also know that journalism, unlike such arts as painting, music, poetry or the writing of fiction, requires a devotion to facts.

So when I became an editor and a coach (and later, a combination editor-coach), I tried to instill in reporters a set of general expectations within which they could express themselves as individuals rather than as editor-pleasers determined to finish each story and head home confident that they wouldn’t have to put up with my tracking them down with “entreaties to ‘make just one more phone call.’”

Here are a few tactics reporters should adopt to ward off editors’ intrusions:

Scratch the itch: As you’re listening to a debate in a government meeting, something tells you the course of action being considered violates some ordinance, law, charter or constitution. But no one raises that issue.

Take the trouble to look up documents that spell out or restrict what a government can do.

“But,” you reason, “the government (be it city council, county commissioners or state legislature) has lawyers who advise the decision makers, and surely the lawyers would point out the error.”

Don’t be so sure. Government lawyers are neither infallible nor immune to political pressure. Your editor probably will have the same question that made you wonder, so checking and explaining might prevent a bounced-back story.

Push the source: A former colleague wrote a story about a man in the prime of a successful career who suffered a devastating injury, leaving him a quadriplegic. The reporter included an interview with the man’s wife, who described her new, unexpected and difficult role of constant caregiver.

All of us would wonder: Will the wife stick with the man for another 25 or 30 years? None of us would be comfortable asking that question. But when the reporter did, the wife acknowledged that the future was uncertain, and although her answer was colored with hope and love, it also was realistic and no doubt painful for both her and her husband.

Get to the point: You’re convinced an anecdotal lead fits the story you’re working on, but when you write the lead you love, you realize you then need to contort five (or more) paragraphs to get back to revealing the story’s central conflict.

Many editors will either rewrite the top or, if there is time – and there often isn’t – instruct you to do so. If an anecdotal lead requires that much explanation, it is a reach. And a hard-news lead, while not as satisfying to your artistic side, almost never is wrong.

Be creative: This is a follow-up: Stop thinking that the lead sentence is the only place to show off your individuality. Find ways to weave into your stories a vivid description of a scene, an enticing slice of history, a source’s quotation that is not only relevant but also thought-provoking, original, amusing or unexpectedly emotional.

Analyze: Show your editor (and thus, your readers) that you’re thinking ahead, that the hard news means something more than just what happened that day. Maybe an isolated traffic accident is part of a pattern no one else noticed, or a public official’s latest proposal is based on some significant experience in his or her life, or a school district’s policy revision might lead to bigger problems than the one the revision is designed to solve.

Rehearse: Before your fingers hit the keys, tell your editor the story. If he or she wants more questions asked, you can find that out before laboring over the writing, then being asked to revise. You also can explain why you think you don’t need the extra call. Remember, no editor’s “entreat(y)” has to be “inevitable.”

THE FINAL WORD: In one of William Safire’s compilations of his language columns, he highlighted the verb “obnubilate,” which means “to make unclear, indistinct, vague, etc.,” something we journalists do when we’re too lazy or too busy to fully explain.

(I used to say, “I fuzzed that up,” but now I can say it more eruditely.)

 

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Getting to the heart of ‘heart of humanity’ stories

Robert Accetura, subject of an award-winning feature by Tracey O'Shaughnessy of the Republican-American of Waterbury, Conn., styles a longtime client’s hair in this photo that accompanied the story. Photo by Erin Covey photo, courtesy of Republican-American of Waterbury, Conn.

By Bailey Knecht, Bulletin Correspondent

‘I want to get it perfect. You want to perfectly portray this person who has spent time with you, to give the most authentic record of what this person is like, and that’s always the most difficult challenge. It’s a frightening challenge, really.’

— Tracey O’Shaughnessy, Associate features editor
Republican-American, Waterbury, Conn.

Robert Accetura, subject of an award-winning feature by Tracey O'Shaughnessy of the Republican-American of Waterbury, Conn., styles a longtime client’s hair in this photo that accompanied the story. Photo by Erin Covey photo, courtesy of Republican-American of Waterbury, Conn.

Capturing the essence of a person through writing isn’t a simple task.

Sometimes, journalists just have to become part of the story themselves. That’s why, when Tracey O’Shaughnessy began working on a feature on Robert Accetura, a beloved hairstylist in Waterbury, Conn., she decided to take a seat in the styling chair and have Accetura work his magic on her hair.

“I watched him, and I listened to him, and then I realized if I really wanted to understand him, I was going to have to get the treatment, and I was going to have to go under the scissors,” O’Shaughnessy said. “He sort of exudes this sense of capability and expertise, and this incredible sense of caring about the people whose hair he cuts, and it was really through the process of listening to him as he worked on me that I could really see him come out.”

The connection O’Shaughnessy formed with Accetura turned into a personality profile that would go on to win first place for that category of story in a daily newspaper, among the New England Newspaper and Press Association awards presented at NENPA’s winter convention in February.

Tracey O'Shaughnessy. Photo courtesy of Republican-American of Waterbury, Conn.
Tracey O'Shaughnessy. Photo courtesy of Republican-American of Waterbury, Conn.

O’Shaughnessy, associate features editor of the Republican-American of Waterbury, is no stranger to that style of writing. She’s been at the Republican-American for 23 years, and before that, she spent time writing for the Potomac Almanac in Bethesda, Md., the Norwich (Conn.) Bulletin, and Gannett News Service in Washington, D.C.

Rich Gray, features editor of the Republican-American, said the award was well-deserved, because of the amount of dedication O’Shaughnessy displays.

“She always impresses with the spirit that she brings to things and the base of knowledge that she starts from,” he said. “She never worries about admitting that she doesn’t understand something. I listen to her talk to sources all the time, and see how the wheels turn. It’s quite a process, and I’ve seen her grow, believe it or not, and she still seems to get better and better with what she does.”

Gray said O’Shaughnessy has built a strong relationship with the Waterbury community, which has helped to increase readership.

“She’s got a base of followers already established, and readers know what to expect from a Tracey O’Shaughnessy byline, which we sorely need these days,” he said.

Even with O’Shaughnessy’s positive reputation in the community and years of experience, writing feature stories can still be difficult for her, she said.

“I want to get it perfect,” she said. “You want to perfectly portray this person who has spent time with you, to give the most authentic record of what this person is like, and that’s always the most difficult challenge. It’s a frightening challenge, really.”

Despite that pressure, she has developed a few techniques that have been effective when dealing with sources.

Rich Gray. Photo courtesy of Republican-American of Waterbury, Conn.
Rich Gray. Photo courtesy of Republican-American of Waterbury, Conn.

‘She’s got a base of followers already established, and readers know what to expect from a Tracey O’Shaughnessy byline, which we sorely need these days.’

— Rich Gray, Features editor ~ Republican-American, Waterbury, Conn.

“I often say that the two most important qualities in this business are humility followed by curiosity,” she said. “The two work hand in hand. I go in there completely aware that I know very little, and the one thing I do know is that, in this world, people do not get the respect they deserve, so I’m very, very careful when I’m speaking with people to give them the respect they lack.”

She discussed the necessity of building an immediate relationship with subjects such as Accetura.

“The most important thing in any interview is rapport,” she said. “You have to develop a rapport with the person that you’re speaking (to), and that rapport happens in a matter of seconds, so you have to be very deft and very swift.”

O’Shaughnessy said that, in the writing process, bringing her interview subjects to life is her main goal as a features writer.

Tracey O’Shaughnessy walks with the Rev. Mother Dolores Hart while interviewing her for a story exploring Mother Dolores’ leaving a career as a Hollywood actress to become a nun. Jim Shannon photo, courtesy of Republican-American of Waterbury, Conn.
Tracey O’Shaughnessy walks with the Rev. Mother Dolores Hart while interviewing her for a story exploring Mother Dolores’ leaving a career as a Hollywood actress to become a nun. Jim Shannon photo, courtesy of Republican-American of Waterbury, Conn.

‘Feature stories are the heart of humanity, and the heart of humanity is what I’m aiming for. If you don’t have a newspaper that bleeds and cries along with its readers, then you don’t have a going concern. You’re not doing your job.’

— Tracey O’Shaughnessy

“I always remember that we who are journalists only have black-and-white figures — print on paper — to create color and music,” she said. “So you have to use the words and the way the words fit on the page as a kind of color and as a kind of music.”

O’Shaughnessy said she hopes through her profiles to create a space for her readers to feel strong emotions while they’re reading the Republican-American.

“Feature stories are the heart of humanity, and the heart of humanity is what I’m aiming for,” she said. “If you don’t have a newspaper that bleeds and cries along with its readers, then you don’t have a going concern. You’re not doing your job.”

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