Presented by Alec Klein Professor, Medill School of Journalism Northwestern University Madison, Wis., Sept.28, 2013
How to get people to open up
¡ I was accused of being like this.
¡ We’re supposed to not know.
¡ Have them condescend to you.
¡ “Treat me like a fifth grader.”
¡ Don’t have an ego about this.
¡ Need to be absolutely sure to write authoritatively
¡ New at WSJ ¡ Ordered to write lead news story ¡ IBM ¡ Earnings ¡ Sweat ¡ Call analyst: What’s P&L? ¡ Cancel subscription
¡ You may know the answer already. ¡ To wit: How old are you? ¡ Answer: 51 ¡ Thought 52 ¡ Yeah, actually 52 ¡ If small lie, is there a bigger lie?
¡ AOL series: Almost a year into it ¡ Had hundreds of confidential documents ¡ Had well-‐placed sources ¡ Editor called me into his office. ¡ Mused: Wouldn’t it be nice … ¡ Vice president of finance
¡ Ask the same question five times. ¡ But in different ways ¡ At different times ¡ To wit: Do you know a vice president-‐level finance guy who had raised questions about AOL’s finances?
¡ When to use the notebook
¡ Versus ¡ When not to use the notebook
¡ When to tape record vs. ¡ When not to tape record
§ Billionaire: I want to be able to deny I had this conversation.
¡ During the interview, you need to think about several things at the same time: § The lede § The images to capture § The details to portray § Is this the first of many interviews or a one-‐shot deal? § Why, why, why? § The cosmic point § Follow-‐up questions
¡ When people say you got it wrong, that you made a mistake, check it out thoroughly.
¡ Sometimes, it can help
¡ Red Hat
¡ The Reluctant Interviewee
¡ What do you do when they won’t talk?
¡ Options: § Call § Email § Letter § Certified letter: know they
got it, but act of war? § Intermediary: someone
they know
¡ Take chances § Bridgestone/Firestone
¡ Don’t take no for an answer § Surgeon General
¡ Go there § Gettysburg
¡ Last Words of Advice ¡ Bob Woodward
§ Show up early
¡ Me § Show up late
¡ When starting a new investigative business story, where do you begin?
¡ The onion: otherwise known as the circling effect
¡ Begin on the outside, work your way in: § Family § Friends § Friends of friends § Customers § Suppliers § Competitors § Unions § Associations § Former employees § Current employees § Secretaries § Executives
¡ At their homes ¡ After hours ¡ On weekends ¡ Away from places where they are monitored or overheard § At bars § Restaurants § Bowling alleys
¡ Places Where People Network: § Conventions § Industry gatherings § Trade shows ▪ Exchange business cards ▪ Socialize ▪ Network
¡ Yes, they can be a bit odd.
¡ But they often know their stuff because they have no other life.
¡ Don’t dismiss the PR people.
¡ Example: secret bonuses
¡ But also: AT&T cable assets
§ “You didn’t ask the right question.”
Image by flickr user Meg Marco
Example: Anonymous tipster: “How did you find me?”
¡ No secret ¡ It takes time ¡ Trust ¡ Willingness to protect sources ¡ Are you willing to go to jail for them?
¡ Exchange of information
¡ Once you have information they want, then you become valuable.
¡ You have something to barter.
¡ As long as it’s not confidential information
¡ Define the terms. ¡ Explain why it’s important to go on the record ¡ Move sources up the ladder
§ Off the record
§ On background
§ On the record ¡ Sometimes, refuse to go off the record: why?
§ It can tie your hands.
¡ Reading back quotes? ¡ Showing stories pre-‐publication
¡ Do we let sources go? Do we let them change their minds?
¡ My opinion: Let sources go.
¡ Example: AOL
¡ No surprises ¡ Always let them know what’s going on, even if it works against you.
¡ Better for them to be angry at you before publication than after, when it’s too late
¡ AOL § 21-‐page, single-‐spaced letter
¡ Credit raters § Removed lede anecdote even though information obtained independently
¡ Repeatedly ¡ A Woodward technique ¡ You need to know when you can trust your sources.
¡ Example: whether FTC would approve AOL-‐Time Warner merger § Origins: Editor: Woodward was a new reporter, too. § FTC threatens pre-‐publication: Last story you’ll write § Sources at the heart of the secret
