investigative business journalism - developing and interviewing sources by alec klein
DESCRIPTION
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
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
¡ Please feel free to contact me at [email protected].