investigative business journalism - developing and interviewing sources by alec klein

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Presented by Alec Klein Professor, Medill School of Journalism Northwestern University Madison, Wis., Sept.28, 2013 How to get people to open up

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Alec Klein, an award-winning investigative journalist and Northwestern University professor, presents tips for finding and interviewing sources throughout investigative projects during the free, full-day workshop, "Finding Your Best Investigative Business Story." This training event was hosted by the Donald W. Reynolds National Center for Business Journalism and the the SPJ Madison Pro Chapter at the University of Wisconsin-Madison, Sept. 28, 2013. For more information about free training for business journalists, please visit http://businessjournalism.org. For more tips on how to develop investigative business journalism stories, please visit http://bit.ly/investigativebiz2013.

TRANSCRIPT

Page 1: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

Presented  by  Alec  Klein  Professor,  Medill  School  of  Journalism  Northwestern  University  Madison,  Wis.,  Sept.28,  2013  

How  to  get  people  to  open  up  

Page 2: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 3: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  New  at  WSJ  ¡  Ordered  to  write  lead  news  story  ¡  IBM  ¡  Earnings  ¡  Sweat  ¡  Call  analyst:  What’s  P&L?  ¡  Cancel  subscription  

Page 4: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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?  

Page 5: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 6: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡ 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?  

Page 7: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡ 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.  

Page 8: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 9: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 10: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 11: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡ 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  

Page 12: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 13: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 14: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

Example:  Anonymous    tipster:    “How  did  you  find  me?”  

Page 15: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein
Page 16: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡ No  secret  ¡  It  takes  time  ¡ Trust  ¡ Willingness  to  protect  sources  ¡ Are  you  willing  to  go  to  jail  for  them?  

Page 17: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 18: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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.    

Page 19: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  Reading  back  quotes?    ¡  Showing  stories  pre-­‐publication  

Page 20: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  Do  we  let  sources  go?  Do  we  let  them  change  their  minds?  

¡ My  opinion:  Let  sources  go.  

¡  Example:  AOL    

Page 21: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 22: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡  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  

Page 23: Investigative Business Journalism - Developing and Interviewing Sources by Alec Klein

¡ Please  feel  free  to  contact  me  at  [email protected].