Help me help you help your students: Exploring Mass Com is up for a second edition

“It’s a real book!” and it’s aging, so let’s get the next edition rolling with your help.

 

The good folks at Sage took time out of their busy Tuesday to reach out with a conference call and tell me that my latest textbook was something of an anomaly. “Exploring Mass Communication” was closing in on Year Three in the market and most first editions tend not to do particularly well, they explained. That makes it a tough sell to the powers that be when authors and editors want to pitch for a second edition.

(I lived that experience once with another publisher. The book was not popular enough to merit an improved second edition, while still selling well enough for them to not sell me back the rights to shop it elsewhere. It took 11 years for me to get another bite at the apple, and that was after 10 years of begging…)

In the case of “Exploring Mass Com,” Sage was all gung-ho about getting a second edition to market to make sure it stayed both relevant and popular. The folks set me up Tuesday with a production team and a timeline, meaning we’ll have the next edition of the book out the door by January 2028.

I can’t thank you all enough for the help you’ve given me over the years, both in suggesting content and in adopting my books. Without you all, I’m basically producing exceptionally expensive coffee coasters and door stops. I’m always grateful when someone puts their faith in me and my work to take a chance on something I’ve done and I always want to let folks know that. I also want to make sure I’m meeting expectations.

WHAT WE ARE DOING ALREADY: 

The next edition of the book is in revision mode and we’ve already got a few updates planned for it that should help keep up with current events:

The AI Chapter: One of the first things I pitched was adding a new chapter on artificial intelligence and its impact on media. When I started working on this book about 112 years ago, we weren’t at a point where we were still confusing AI and VR and other bits of alphabet soup. Now, obviously, things have changed.

We’ll go with the same pattern in the chapter as those that were in the first edition: A little historical backstory, a look at the important pioneers, a deep dive into its impact on us as media consumers and a look at the careers that exist now, thanks to growth in the field. We’ll also have some exercises and other goodies to make the chapter appear like it’s been there the whole time.

Law Chapter: A lot has happened in terms of what the law says and what the courts have done in regard to media folks and their rights. We’ll be digging into new cases, adding examples and providing folks with a clearer view of the world of both paper law and trial law.

Data and Example Updates: Each chapter will get a refresh as far as the facts and figures related to the topic at hand. This will help shape discussions in class with a little more “spruced up” data as well as the ability to draw from relevant time frames for the students. No matter what we do in textbooks, examples and data tend to get old fast. With that in mind, we’ll hang on until the last minute to plug in those pieces and give you the freshest look at what the world looks like.

Increased and Improved Visuals: When we started the first edition, we had a certain amount of money set aside for photo and graphic permissions. As I have no idea what anything costs, other than Mustang parts, broken pinball machines and 1956 Topps Baseball Cards, Sage kind of “translated” that amount for me into the number of images we could buy with it and how that would break down across the chapters.

However, a funny thing happened to Mustang parts, pinball machines, baseball cards and photo permission costs between when I agreed to do the book and when we actually had to buy the permissions: Costs went through the roof. However, no one bothered to tell me or my editor that until we were already in production.

At one point, a permissions editor reached out and told me, “You know you’ve used about a third of your budget already and we’re only on Chapter 2…”

Nope. Didn’t know that. So we had to make do.

This time, however, we know what kind of hand we’re playing with from the jump and unless the Strait of Hormuz impacts the cost of photos, we should be able to better estimate things and get you some more and improved visuals.

 

WHAT I NEED FROM YOU ALL:

One of the best parts about running the blog is that I actually get to hear from people who have seen my stuff and have some suggestions for help. In one case, a professor has been sending me emailed notes about what he’s doing with each of my chapters and what he hopes I might integrate into the next edition. Rest assured, I’m definitely looking into each and every suggestion to see what I can do to make the book more of “your book” than “my book.”

That said, I could use even more help from a wider array of folks, so here’s the pitch: I need a couple favors.

FAVOR ONE: TELL ME WHAT TO FIX, CUT OR LEAVE. I’ve heard from folks over the years who tell me, “Y’know, your book would be great, if only you had X.” For those people, I try my best to do something with the blog to patch that perceived hole, as by the time they notice something is missing, the book is already in production.

I’ve also heard the, “Why did you get rid of X? I loved that thing!” The reason is usually either a) the concept aged out of being useful or b) someone else told me to kill it and I couldn’t think of a reason to argue.

So, if you’re using “Exploring Mass Com,” or have looked at it but gone elsewhere because of any reason whatsoever, please tell me what you like, what you hate and what I need to do to make this better. You can post on comments below or reach out through the Contact Page.

Any feedback is helpful feedback, so please don’t be shy.

FAVOR TWO: TAKE THE CHAPTERS FOR A SPIN: Every time I pitch a book or pitch a revision, the chapters I write go through a vigorous vetting process that involves experts in the field like you all. Sage has a running list of people who have volunteered to critique chapters when I have them ready for a looksee and they provide me with a lot of great feedback.

If you want to make an impact on how the book looks, this is the best place to start in a lot of ways. Sage provides you with the chapters and a brief survey about what you think. (I think they give you like a ham sandwich and a recognition in the preface of the book, but it also counts for service in a lot of places, people have told me. In my way of thinking, it’s a heck of a lot better than serving on the Committee for Determining Committee Assignments for Committee Work or something…)

If you’re interested, hit me up as well and I’ll get you on my pal Charles’ List of Awesomeness, and he’ll reach out when the time comes.

 

Thanks again for all your help with all of my books and for trusting that my weird way of communicating will somehow make sense to your students.

Vince (a.k.a. The Doctor of Paper)

The Anchoring Bias, The Leak and The Scoop: Why First Is Often Considered Best

(I acknowledge that this phrase is trademarked to Ricky Bobby Inc.)

Since the beginning of competitive media, immediacy has been a core value for all practitioners. As much as it was about “leaking” information to a source to get your position out ahead of competitors or finding the “scoop” to make you and your outlet look great, bigger things are actually at stake in terms of credibility.

Anchoring bias is a psychological theory that states people will always compare all subsequent information they received to the first piece of information they see. In simplest terms, the first piece of information “anchors” one’s opinion of a topic to a point of view or a sense of reality, with everything else simply relating to that concept.

For example, Dad and I were doing a card show this weekend, where we sell sports stuff and generally enjoy just hanging out together. Like most weekends, people come to the table and offer to sell us some of their old cards or memorabilia. The problem we usually have is that the people have “done some research” (read: I checked eBay for the highest priced version of whatever it is I have) and then ask us to buy their stuff.

I can explain until I’m blue in the face that the price on eBay is an “asking” not a “someone paid this amount” price or that the 1951 Mickey Mantle online is in perfect condition while the one they have looks like it was run over by a lawn mower, but it never seems to matter. They are stuck on that price, which rarely leads to a fruitful negotiation. They then try the same thing with a dozen other dealers and are continually disappointed with the outcome.

Anchor bias has a strong hold on people’s minds, which is why being the first voice people hear is crucial in several fields. Let’s take a quick walk through them:

PUBLIC RELATIONS: Messaging is always crucial in public relations, and it’s usually vital to get that message out first. For starters, if news reporter are trying to tell a story and nobody is talking, they’ll listen to those folks who are. That gets you a foot in the door that waiting around won’t.

In crisis communication, good practitioners have adopted the 15-20-60-90 rule, which states that within 15 minutes of a crisis, the organization needs to acknowledge the situation and begin communicating. The faster you get out there, the more your voice will be considered the anchor.

KEY DANGER POINT: When you wait too long and someone else gets to set the agenda and establish the anchor position, you will end up not only playing from behind, but also look like you’re lying. If you are reacting to someone else’s statements, you’re caught in a crouch and you might not be able to convince people what really happened.

Here’s a great scene from the movie “School Ties,” in which one of the students at a prestigious boarding school has cheated, but the students are told they must determine who it was:

 

In stepping up to say that he saw David cheat, Dillon established the anchor point. After that, it becomes a debate. Had it gone the other way, the arguments that followed would have been much different. If you care to know how it all ends, you can watch it here.

Get out front so you can tell people your side of things while they’re still open to new ideas instead of being anchored to whatever they heard from someone more willing to step up and say their peace.

NEWS FOLKS: Being first has been the gold standard for news people since the concept of a scoop began. I can honestly tell you from experience, being first felt great (only when I was right, however, so accuracy remains a bellwether for what we do here.

Research has found that when people find a source of information that fulfills their informational needs, they’ll keep going back to that source as they build a habit of content consumption. If you can get to something important first, you can demonstrate your value to the readers and viewers. You can also outdo the competition by becoming their “go-to” source of information.

This is why you need to establish sources in the field that will trust you and seek you out as a vessel of content. If you can prove to enough people in enough places that what you do is good, fair and helpful, you’ll become that person who gets the text, email or phone call with the latest information. If you prove the opposite, you’ll be out in the cold.

KEY DANGER POINT (Part I): Being first is great, but even anchors can get pulled up when faced with a torrent of opposing forces. People are likely to believe you as the anchor, but you have to be RIGHT above all else. Otherwise, you might win the battle and lose the war, having them trust you until they literally can’t anymore on this one story and then deciding they need to find a better source going forward.

I’ve told people for years that I’d rather be slower and right than fast and wrong. Fast and right is obviously what we’re shooting for here, but in the end, if you don’t have the goods, don’t make a move.

KEY DANGER POINT (Part II): Keep an eye on how you approach your stories based on what information you got first or which source you interviewed first. If the anchor bias works for the audience in terms of the first piece of information being considered gospel, you are likely to find the same thing happening in your reporting.

For example, let’s say that a developer wants to build a set of apartments for lower-middle-class people in your town. A local environmental agency is opposed to it because the folks there say it will damage a fragile ecosystem in a nearby lake and will also contribute traffic and garbage to the area. A local politician is in favor of it because it will bring much needed homes to his district, along with a strong tax base to help keep the city coffers filled. A local activist is opposing the building, saying the politician and the builder are cutting backroom deals to make money for themselves, while screwing over renters and taxpayers.

When you reach out to contact these people, how much will you be relying on what the first person to respond has to say to you? If the activist gets back to you, will the story shift to one of public corruption? If the developer responds first, will it be about housing for people who usually get priced out of the market? What about the other two?

I can honestly say that there have been times when I contacted a couple sources for comment on a story and I trusted the person who got back to me last the least. In some cases, it even shifted my questions: “I just heard from Alderperson Smith that this is nothing but a financial scam meant to benefit you. What do you have to say in response?” (read: I think you’re a weasel, but I’ll let you try to weasel out of it if you think you can…)

Coming to a story with an open mind is always a good thing, but it can’t just stop at that starting point. It needs to continue throughout the reporting and writing process to give everyone a fair shake.

 

Gone Fishin’: Someone Else’s Spring Break Edition

Right around now, college students are going on Spring Break, Easter Break, Mid-Semester Break or just “I Need a Break” Break. Ours was last week, but since I was blowing off stuff I was supposed to do then for things I had to do here, I figured I’d take a week off and hope nothing explodes.

Speaking of exploding, enjoy this typo, as you ponder the way in which someone could literally do this:

I hope he packed extra pants.

Until next week.

Vince (a.k.a. The Doctor of Paper)

A plea for sportswriters on Opening Day: Avoid cliches and just tell me what happened (A throwback post)

Some of the cards from my 1968 Topps Game insert set. Picking through them, I built the best line up I could imagine. Hank Aaron is out of position at short, although he did come up through the Negro League and Minor Leagues at short before switching to the outfield. I can’t even begin to imagine what this line up would cost today…

With the start of the baseball season today, I dug around and found one of my earlier posts about sports journalism that I thought could use a repeat for Throwback Thursday. Between what I’m already seeing in sports stories for baseball and what my students were writing for “March Madness” leads, I’m pleading once again for sportswriters to write for the audience and not for themselves.

If they don’t, at least I’ll get a few fresh examples for the “bad leads” file that could power at least a dozen lectures at this point.

 

Writing sports leads that don’t suck: Avoid cliches. Rely on facts. Tell me what happened and why I care.

Newer sportswriters tend to go one of two ways when confronted with writing a lead:

  1. This was the most sensational, inspirational, celebrational, muppetational event in all of human history! The death and resurrection of Jesus Christ? Yeah, take a back seat to this 0-0 soccer game between the Northeast West South-Central State Barbers and the Our Lady of Perpetual Motion Twitchers!
  2. Fill in flat cliche here. That is all.

While we’ve talked about the problems with hyperbole and the need to rely on facts before, a) we haven’t talked about it much in sports and b) the bigger problem in sports tends to be the latter issue. Sports lend themselves to cliche more than any other area of journalism and they do nothing good but bury the actual lead.

Case in point (and a minor plug for our school): The UW-Oshkosh men’s basketball team earned its first trip to the NCAA Final Four. It had been more than 15 years since the Titans even made the Sweet 16. Here are some things to consider as “important” that took place on Saturday night:

  • The team made its first Final Four game in school history.
  • The underdog Titans defeated the No. 9 team in the country on its home court.
  • Ben Boots scored a career-high 36 points to help the team win.
  • One of the reason Boots scored so many is because senior guard Charlie Noone was tossed out/fouled out after catching a technical foul for his fifth foul of the game in the middle of the second half. Noone was a career 1,000-point scorer, a big deal at this level.
  • Down 6 points with 1:45 to go in the game, Boots hit two key threes to knot the score.
  • The game went into overtime, the second time this season a clash between these teams went into overtime. (The previous one was a double-OT game.)
  • Refs called 45 fouls, costing Augustana two of its key big men.

In short, there is no shortage of amazing things you could use for a lead. Here is what the local newspaper posted as its lead:

ROCK ISLAND, Ill. – History was made by the University of Wisconsin-Oshkosh men’s basketball team Saturday night.

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Three quick things here:

  1. The lead is a cliche and a bad one at that. History is ALWAYS made. You reading this blog post is technically making history.
  2. The lead is written in passive voice. The cliche of “Titans make history” wasn’t even active.
  3. HOW the Titans made history is probably something people would like to know in the lead. What did they do? Did the coach murder a referee after a bad call? Did the whole team lose its uniforms and play the game in clown costumes borrowed from the circus? Did the team steal basketball powers a la “Space Jam” to win a game? Did they lose by more points than any team ever? Good grief…

When it comes to writing a sports lead, here are three key things to remember:

  1. Rely on the facts and tell me what happened: You don’t have to sell me on something being amazing. Just tell me what happened that was factual and yet cool and let me figure it out for myself. If the authors had woven in any of the components listed in bullets above, they would have had a great lead.
  2. Don’t assume people will read beyond the lead: Deadwood in the lead is a death knell for a story. The second paragraph is better and the head and deck include key information. However, you can’t rely on other components of the story to save you when you write a lousy lead. It’s like telling the cop who pulled you over for speeding how everyone else was driving faster: It doesn’t make you any less guilty.
  3. Remember your audience: Write for your readers, as in people who probably didn’t attend the game. If you went home after watching that game and your roommate asked, “Hey, how was the game?” what would you tell your roommate? “We won! We’re in the Final Four!” Would you ever imagine walking into your apartment and announcing, “History was made!” in response to that question? Probably not.

Good Night, George Kennedy. My life would never have been what it is without you.

George Kennedy as I remember him most: Giving me a look that said, “Fair enough.”

George Kennedy, the former managing editor of the Columbia Missourian, longtime faculty member at Mizzou and legend of journalism education, died Friday after more than a decade of battling Parkinson’s.

Daryl is not alone in this, given how many people have already shared memories of George as well as the speed at which this information spread among those people who knew George.

One of the many difficulties with getting older is that I find myself losing mentors and heroes who helped me become the person I am. Of all those losses, this one really cuts me to my core.

I loved Susie Brandscheid.

I feared Cliff Behnke.

I admired Pat Simms.

But I wanted to be George Kennedy, even though our first conversation led me to believe I’d never spend one day working for him.

I was finishing my master’s degree in Wisconsin when I applied for a city editor position at the Columbia Missourian. I had about three years of part-time work on the State Journal city desk and about a year and a half of teaching experience.

I didn’t even realize that I was applying at Mizzou (God’s personal journalism school), in that the ad called it “the University of Missouri-Columbia,” which I took to mean a branch campus or something.

When I got there, it dawned on me these were the big dogs. George Kennedy would be my boss, the same George Kennedy who helped write the textbook that introduced me to journalism and the same textbook from which I was currently teaching.

My interview with George was a lunch date at Glenn’s restaurant, a few blocks from the Missourian office. On our walk over there, I was chattering away like methed up monkey, trying desperately to engage the man. He remained silent until we got to the restaurant.

He sat down and said two things: He turned to the waitress and said, “I’d like iced tea, please,” and then turned to me and said, “I have four people up for this job and everyone is more qualified than you are.”

I didn’t flinch, probably out of a youthful lack of self-awareness, and responded, “Maybe so, but none of them will work harder for you than I will.”

I still have no idea what possessed this man, who was doing important journalism before I was born, to hire a 23-year-old kid to run his night city desk, but from that point on, my sole goal was to prove he didn’t make a mistake.

Over the next few years, I learned more from George about journalism and life than I did from all of my degrees combined. So much of what George meant and the impact he had on me came from little moments that still make me laugh:

– We had misspelled the name of a soccer club in the paper, only to misspell it in a different way in the correction. Since all corrections had to run in my section, I asked if he wanted us to take another stab at it:

“No, I think we’ve done more than enough damage at this point.”

– We had one particularly terrible day, where it seemed everything in the paper was screwed up in some way. At the afternoon meeting, George let us know:

“Not only did we not manage to add to the sum of human knowledge today, I think we actually managed to subtract from it.”

– My first winter we got about a seven-inch snowstorm that managed to shut down the entire city for about a week. When I complained about Columbia’s ineptitude when it came to snow removal, he put it in perspective:

“Vince, you moved to Baptist country. They believe God put the snow there and God will take it away when He is ready.”

However, when I sat down to really think about the bigger things I learned from George, I came up with a handful of life lessons that shaped who I am and that continue to guide how I teach my students today:

 

INSPIRE CONFIDENCE IN THOSE WHO NEED IT MOST: One of the comments a friend left on my social media post about George’s death captured the essence of his leadership in one sentence:

“He believed in me before I did.”

That was never more true for me the night in October 2000, when we got a late-night call about a plane that crashed somewhere south of St. Louis. A rumor began to circulate that Gov. Mel Carnahan was aboard and had died in the crash..

I was dragging reporters in to make calls and confirm the rumor so we could put something together for a front-page story. The copy desk was redesigning the front on the fly, even though no one was sure we’d have the goods to run the story.

We had a midnight deadline and right around 10:45, I got a phone call from George.

“So, it sounds like you’ve got a pretty interesting night there…” he began.

He asked what we had and I filled him in on everything we were doing before asking him the obvious question: “Are you coming in?”

I figured he’d want to captain the ship, making sure that we made the right calls about what to run and how to state what we knew. I also figured he would want to keep the situation from going off the rails if things got out of hand and we had to redo the paper yet again. To this day, his answer stunned me:

“Why? I’ve got you.” And then he hung up.

I was 26 years old and had about two years of experience running a night city desk. George knew more about covering stuff like this than I’d ever know. This was probably the most important story we would have in the paper for years to come, and if we screwed it up, we’d be the cautionary tale for all journalism students going forward.

And yet, George never hesitated about putting the ball in my hands and telling me, “Go win this thing.”

From that moment on, I realized that inspiring confidence in others was the greatest gift a teacher could give. Every day, I sit with kids who are frustrated with their inability to get a job, get an internship, complete a project or even write a single sentence. They feel lost and incapable. They feel scared that they won’t get where they desperately want to go.

My job at that point is to do for them what George did for me: Give them the confidence that they need to accomplish these things on their own.

 

IN PUBLIC, PRAISE INDIVIDUALLY AND CRITICIZE COLLECTIVELY: Each day, students waited anxiously for George’s critique, titled “Second Guesses.” They’d look to the cork boards in the office for the print out or check their email repeatedly in anticipation of what George had to say.

In each edition, certain names got published in all caps, meaning those folks did something really good. It might have been a great story, a fantastic photo or an amazing graphic. A particular copy-desker might get a nod for a great headline or some deft editing.

That praise was more incredible than experiencing a first kiss for so many people. Students I taught, many now in their 40s, noted they still have printouts of “Second Guesses” tucked away somewhere in a file. Some have clipped out the paragraph that mentioned them and keep it taped to a computer monitor or pinned to an office wall.

(The students weren’t alone in their love of “Second Guesses.” I would model my night notes after George’s critiques and nothing made me feel better than when he would literally take my entire night note and use it as the basis for that day’s edition.

He’d start with something about how great the paper was and then say, “Here’s Vince, explaining how we managed to pull this off:” or something like that. Years later, when I had to do daily critiques, I realized he probably did this because a good night note essentially gave him a day off, but I still cherished the times he considered my words as worthy of subbing in for his.)

Not everything in those critiques was praise, however, as we screwed up a lot over the years. That said, never once did George lambaste anyone by name for their mistakes. It was always, “We need to do better” or “We shouldn’t have made this mistake” or “We can NEVER let this happen again.”

To his way of thinking, the “we” wasn’t providing cover for one bad actor. The “we” was really a “we” in that it wasn’t just the kid who made the mistake: It was the line editor who didn’t ask enough questions to improve the story. It was the copy-desker who didn’t catch the error. It was the designer who didn’t notice the mistake when we proofed the page. And George essentially included himself in that “we,” as he likely felt he probably should have done or said something somewhere along the line to prevent that mistake.

I found that I wanted to work for that kind of person and I really aspired to be that kind of person when I was in the critiquing seat. That approach always made me want to work even harder to make sure “we” got it right as often as possible.

 

NEVER BE AFRAID TO RECONSIDER YOUR POSITION: Despite the feelings most of us had about his omnipotence, George was always willing to hear opposing opinions and reconsider his own.

Case in point, we were chasing a story about who would be the next police chief in Columbia late one night. What we knew was that the city manager was going to make a public announcement the next day and that the new chief would be with him. We had four candidates, two of whom hadn’t heard from the city manager for months, one who said he wasn’t aware of the press conference and one who said he couldn’t talk that night, but would “gladly speak after the press conference.”

We basically connected all the dots we had, stopping short of declaring the one guy as the police chief, something George called us out for in “Second Guesses.” He felt we were trying to be cute about the situation instead of telling people what seemed patently obvious.

I went to see him after the critique published and I made the case that we didn’t have the final piece of the story for certain, so I’d rather be a bit soft than turn out to be wrong. At the time, there were a number of “Person holds press conference to announce what we brilliant media people know to be true, only for us to be totally wrong” stories happening. I explained I didn’t want to be one of those, nor did I want to teach the kids that a guess and a prayer was quality journalism.

George heard me out and then did this thing he always did when he was thinking about something: His tongue would touch the middle of his mustache and then he’d kind of pull his bottom lip in a bit as he furrowed his brow.

“Fair enough,” he said, using a phrase that was a trademark of his.

Another situation like this happened when George was on vacation. It was early in the summer term where a) the students are usually not as abundant or skilled because so many of them are off at internships and b) the students haven’t been trained enough to know how to “8-2” a phone yet, let alone cover major news.

However, in a small town nearby, two sheriff’s deputies were shot to death as part of a daring jailbreak that failed to break a guy out of jail. The deputies were well-known members of the community, the shooters were on the lam and the town was in a state of devastation. I made the decision to “flood the zone,” sending at least four reporters and a photographer to that area to get as many stories as we could about this.

The kids came back with great content about the town, the incident, the deputies and more. I think we took over most of the front page and a ton of space inside, where our coverage rivaled both the St. Louis Post-Dispatch and the Kansas City Star.

When George got back, I asked him what he thought about our approach and he told me he wouldn’t poured as much time and resources into that story, given where it happened and what our circulation area was. “That said,” he added. “I’m glad that you did.”

Too often, people in a position like George’s feel like they need to be an oracle or something, never wrong and never questioned. To be fair, George had an incredible batting average when it came to being right about stuff, but he wasn’t perfect and he knew it.

George taught me that it’s OK to be wrong and that when you are, it’s important to shift your thinking if you want to retain the respect of the people around you.

 

PLANT THE SEEDS AND WATCH THEM GROW: Perhaps the greatest gift George ever gave any of us was the ability to grow and develop in our own ways. That kind of selflessness is a rarity in the world of academia, to be sure.

Of all the stories people are sharing online after learning of George’s passing, the common thread is of how he influenced them by essentially helping them become the best version of themselves.

When George once asked me where I wanted to be in 10 years, I told him, “I want your job.” He got this kind of bemused look on his face, not because he thought I was incapable of growing into that kind of position, but because he didn’t want me to become George Kennedy 2.0.

He wanted me to become Vince Filak, 1.0.

George impacted the lives of thousands upon thousands of students by essentially planting seeds: He took what we were, put us in the best possible position to succeed, nurtured us until we could stand on our own and then let us become what we were destined to be. For that, I know I owe him a debt of gratitude, and I’m sure many others do as well.

George might not agree with that, but if he took a moment, he might say, “Fair enough.”

When Life Hands You Lemons, Make Lemon Pound Cake: Afroman beats Adams County deputies in defamation case

 

THE LEAD: The First Amendment is alive and well in Ohio, as the courts ruled rapper Afroman can make fun of anyone who kicks in his door in a quest for lemon pound cake:

The rapper Afroman did not defame seven sheriff’s deputies or invade their privacy when he put out a series of catchy, flamboyantly insulting music videos about them after they raided his home in 2022, an Adams County, Ohio jury ruled on Wednesday.

In a three-day trial that pitted two very different notions of personal outrage against each other, Afroman, whose legal name is Joseph Foreman, successfully argued that he had a First Amendment right to mock the deputies, as public figures, and that the over-the-top lyrics of his viral songs could not reasonably be taken as literal statements of fact.

BACKGROUND: The 2022 raid was based on a warrant seeking evidence that Afroman was engaged in drug trafficking and kidnapping. The rapper’s house had multiple cameras recording the raid, one of which captured a deputy doing a double take of a glass cake dish containing a loaf of lemon pound cake.

Meet Officer Pound Cake, who did not put down his gun and grab a slice and thus cannot testify if Mama’s recipe was, in fact, so nice.

The raid produced no evidence of either allegation in the warrant, but it did lead to a lot of video footage of deputies looking through Afroman’s property, breaking down his door and other miscellaneous actions.

Afroman used the footage in several music videos to mock the law enforcement officials. After the videos went viral, merch began to arrive in the form of “Officer Pound Cake” T-shirts and the like. At that point, several deputies sued for defamation and image appropriation, claiming the rapper used their images without their consent and that his album of songs and subsequent videos caused them significant harm.

 

DOCTOR OF PAPER HOT TAKE:  What people who sue in cases like this fail to realize is:

A) You’re essentially trying to put out a fire with gasoline. The minute this thing began, people started paying more attention to Afroman, his videos and even Officer Pound Cake. I haven’t thought of Afroman in more than 20 years, but now the guy is all over my feed thanks to this lawsuit.

B) Unless you can prove (and I mean REALLY prove) that you were directly defamed in a clear, obvious and serious way, You have absolutely no shot of winning a suit like this, which means all your doing is what we outlined in Point A.

Case after case involving rappers, parody artists and other similar entertainment-based performances has demonstrated that this kind of stuff is protected speech.  It also does nothing more than draw people to the very thing you didn’t want them to see.

When the PMRC put out its list of the Filthy 15, the artists and albums listed there spiked in popularity. When Jerry Falwell sued over a spoof ad in Hustler magazine, he targeted a publication that would be here one month, gone the next and likely only seen by a few hundred thousand people. However, now his name is associated with a Supreme Court case that every student in media law has seen, along with seeing the ad.

I get that it’s not fun to be the butt of the joke (believe me, after 12 years of Catholic school as the awkward kid in class, I get it.). That said, mockery is protected speech and pretty much everyone in public life gets their turn in the crap-barrel. The sooner you learn to let it go or embrace it, the less likely this will come up every day of your life.

Please Share Your “Peak Chutzpah” Moments With Me

A few years back, I asked a question of my friends who were most familiar with Yiddish terms to find out if the word “chutzpah” could take a modifier or if it was singular in its description. For example, the words “unique” and “destroyed” can’t get any more or less special.

“Unique” means one of a kind, so something either is or isn’t unique. It can’t be “somewhat unique” or “supremely unique.” Same thing with “destroyed,” as it means the end of something’s existence. It can’t be “partially destroyed” or “completely destroyed.”

I never got an answer to this, so I coined the term “peak chutzpah” for those moments where someone has an immense amount of gall to ask for something, but also has a stunning lack of social awareness.

The purest example I had of “peak chutzpah” came from a young woman in my media writing class who skipped out on a writing and editing session and subsequently failed an assignment in a way she wouldn’t have if she had shown up. She then went to “Rate My Professor” and wrote a screed about me, including details that clearly identified her in it.

About an hour later, I got a LinkedIn request from her, with hopes I could help with some reference letters.

The reason I bring it up today is that I finally managed to get back into the office after Winter Storm Elsa dropped nearly two and a half feet of snow in my yard. The snow was drifting so high, I actually broke the plow on our ATV trying to clear it and had to hire a guy with a massive plow truck to make a path in our driveway.

He got stuck, although he managed to eventually get it done.

Our weather forecaster was way too excited about all of this… But he wasn’t wrong.

In between battles with the weather, I was working to help students get ready for their final writing assignment that was going to be critiqued and edited in today’s class. The roads were finally passable, so I got in extra early to build this stuff for them, only to get this email from a student:

Goodmorning Professor, I will kt make it to class. I worked till 2am and I am exhausted. Can you record today’s lecture?

I don’t know if this qualifies as “peak chutzpah,” but the person who wrote it could use a little help in editing and AP style.

With Spring Break near, despite the 15-foot piles of snow outside that seem to argue otherwise, I’d love to hear your best student chutzpah stories. I could use the boost and I’m sure we could all use a laugh.

Feel free to post below or hit me up on the contact page.

FCC Chair Brendan Carr and Secretary of Defense Pete Hegseth threaten media for not being polite, kind lapdogs

This is a photo of me at a high school journalism workshop, apparently trying to explain something that I hope isn’t what it looks like I’m trying to explain. If I can handle this photo of me existing, Pete Hegseth can handle whatever the hell photos they’re taking of him these days.

THE LEAD: The folks in the government are getting grumpy about the way the media is treating them to the point of threatening and banning outlets and coverage they don’t like.

Federal Communication Commission head Brendan Carr said he wants the coverage of the Iraq war to be more “patriotic,” lest the stations within his dominion see their licenses yanked:

The chair of the US Federal Communications Commission (FCC) has threatened to revoke broadcasters’ licences after US President Donald Trump criticised their coverage of the US-Israel war with Iran.

Brendan Carr told the BBC’s US partner CBS News that broadcasters’ licences were not a “property right” and warned they can be revoked if stations did not serve the public interest.

Carr’s threat came after he accused broadcasters of “running hoaxes and news distortions”, saying they can still “correct course” before their licence renewals.

Some Democratic lawmakers called Carr’s comments unconstitutional. The FCC issues licences to individual broadcast stations, but does not license TV networks.

In a “hold my beer” moment, Secretary of Defense Pete Hegseth went one step further, barring photo journalists from his Pentagon briefings for not making him look pretty enough:

The Defense Department has barred press photographers from briefings on the ongoing U.S.-Israeli military conflict with Iran after they published photos of Defense Secretary Pete Hegseth that his staff deemed “unflattering,” according to two people familiar with the decision who spoke on the condition of anonymity out of fear of retaliation.

I FEEL PETTY, OH SO PETTY: The media and the government have long had an adversarial relationship, with many political figures badmouthing and blaming on the fourth estate for whatever ails them. We’ve had politicians literally beating up reporters as well, with one “bodyslamming” a journalist in Montana, and yet still winning the election anyway.

This isn’t the standard fare of one saber-rattling chucklehead with limited power and an unlimited ego. This is the head of the FCC basically issuing a mob threat, which Democrats immediately rebuked him for making. Even Republicans who generally view the media as somewhere between a swamp rat and the crud that grows on your teeth when you forget to brush for two days are not having it:

Sen. Ron Johnson (R-Wis.) on Sunday rebuked Federal Communications Commission (FCC) Chair Brendan Carr’s threats to revoke broadcasters’ licenses over TV networks’ news coverage.

“I am a big supporter of the First Amendment,” Johnson said on Fox News’s “The Sunday Briefing.” “I do not like the heavy-handed government, no matter who is wielding it. … I would rather the federal government stay out of the private sector as much as possible.”

“The federal government’s role is to protect our freedoms — protect our constitutional rights,” the Wisconsin Republican added.

Johnson is my senator and I can’t remember the last time I fully agreed with him on anything, so to have us both on the same page might be as rare as seeing Jesus riding a unicorn. (You’re welcome…) Johnson’s essential position of, “I might not like what you are saying, but I’ll fight to the death for your right to say it,” is good to see, given that too few people tend to think about how life might look if the shoe were on the other foot.

The backlash against Hegseth isn’t as loud or strong, but the underlying concern of controlling the media shouldn’t be any less alarming. As much as his staff is now backtracking and claiming there’s a “space and fairness” issue driving this, I tend to believe the first report a little more for obvious reasons.

DOCTOR OF PAPER HOT TAKE: Let’s start with Hegseth because it’s easier. I’m a guy who has had his picture taken at a number of podium-based events and I swear to God, I never look good. I either look like I’m gesturing in hope of winning a game of Charades or my mouth is in some sort of position that looks like I’m eating rotten food or about to spit on someone. I’m also old and bald with bad neck hair, so that’s not helping anything either.

So, from that perspective, I can honestly say: Grow up, dude.

You were once on TV and you considered yourself a journalist, so it’s not like you don’t get the idea of how freedom of expression works. I can pretty much imagine the general outrage you’d put forth if a Democratic administration had tried to crack down on whatever you were doing on Fox News. For you to punk slap the media over a couple photographs you didn’t like when this photo of you exists seems a bit stupid:

As for Brendan Carr, his lack of understanding and his use of threats makes more sense. Carr got a bachelor’s in government before getting a law degree. He was a private practice attorney before being brought into the governmental machine in 2012. He never worked in the media, nor is his expertise in that field.

Carr reminds me of a number of school district attorneys and college counsel-folk I’ve dealt with over the years when school media got censored. They had this vibe like, “I’m a lawyer, thus I know everything and I’m way smarter than anyone else in the room.”

I remember one case in which I had to keep correcting a school lawyer about cases he claimed supported his position. Finally, I outlined several reasons he was wrong before turning to the superintendent and saying, “Ma’am, with all due respect, you’re getting terrible legal advice and likely overpaying for it.”

When governmental people come from the business or legal world, they fail to understand that they don’t have as much free reign as they used to. Being “in charge” back there meant they had unfettered power over anyone or anything within their fiefdom. In the government, we have rules and laws that constrain people from acting on their stupidest instincts.

How to cope with stress and burnout as student journalists and journalism students (A Throwback Post)

Today’s throwback post is kind of a four-parter, in that I’m bringing back the series I did five years ago on stress and burnout. The reason is pretty simple: I’m seeing it all around me at school.

I’ve got kids with mono trying to make it to “draft day” for their papers, while also staying committed to their school sports. I’ve got students who found out that the university didn’t quite count their credits they way they did, thus forcing them to jam an extra 7-week class into their schedule to graduate on time. I’ve got kids lining up for fewer and fewer seats in classes that more and more of them need.

To paraphrase Ethan Hawke from “Reality Bites,” if I could bottle the tension around here, I could solve the energy crisis.

I’m guessing I’m not alone in seeing this, unless, of course, your spring break happens earlier than mine. Either way, neither stress nor burnout is going away any time soon, so I hope this helps.

 

 

Stress and Burnout, Part IV: Hints and tips for slowing the burn

Editor’s Note: This week, we’re doing a deep dive into the topic of stress and burnout among student journalists and journalism students. The issues addressed here are part of a larger set of research articles I’ve done with colleagues, outside work done by those colleagues (as well as other researchers) and presentations I’ve done over the years at student media conventions. If you are interested in learning more, please hit me up on the contact page.

In case you missed the earlier posts:

First and foremost, I want to be clear that if you are experiencing severe burnout, either based on the scores you tallied from the Maslach Burnout Inventory or based on intuition after reading the previous posts, you should seek help. Most campuses I know of have mental health professionals who can assist you in whatever concerns you while many others have programs that seek to take care of students who feel like they’re breaking down.

I am not “that kind of doctor,” so please find someone who is.

That said, if you’re feeling a bit crispy around the edges or you want to knock your MBI scores down a few pegs, here are some lower-end suggestions that can assist you in mellowing out a bit, consider these options:

TAKE CARE OF YOURSELF: If there’s one good thing the pandemic has provided people, it’s the realization that illness can’t be overcome with gumption. I can’t count the number of times I’ve pushed myself past my limits while sick because, “I don’t have time to be sick.” That phrase is so ingrained in the mentality of journalism folks that we should have it translated into Latin and carved above the door of every student newsroom.

We often had students in the newsroom or the classroom looking like something out of “Dawn of the Dead,” pumping orange juice, cold meds and throat lozenges into themselves like they were stuffing a turkey. They wanted to write “just one more” story or edit “just one more” page, as they sounded like they were hacking up a lung. The idea is that being there at 50% (OK, maybe more like 25%) is better than not being there at all.

The truth of the matter is, if we just took care of ourselves a bit better, we wouldn’t get sick as often (usually). If we did get sick, we would recover to full strength better if we took the break when we needed it.

You can’t do anything when you’re sick or dead, as both tend to diminish productivity.

Early and regular coping techniques are good to keep yourself from dropping off: daily exercise, regular meals that include several parts of the food pyramid and quality sleep.

Now, let’s make something clear here. Walking briskly to the vending machine three times a day does not count for exercise and a regular meal schedule. Sleep isn’t well had passing out on the floor of the newsroom with a coat over your head. You need real versions of each of these elements.

(If you can’t sleep because you’re too worried, that’s another warning sign. You’ll want to see the student health folks for some recommendations.)

 

FIND YOUR HAPPY PLACE (OUTSIDE OF YOUR JOURNALISM LIFE): I was always amused when I worked in the newsroom and students decided they had finally had ENOUGH of whatever was bothering them that week.

“I need to get out of here,” they’d mutter. “I gotta leave the newsroom and get away from these people.”

Then, they’d get together with all of the same people they were grousing about and go to a bar or a party where they’d continue to discuss whatever was bothering them in the newsroom. It had the same internal logic of celebrating your first day of sobriety with a bottle of tequila.

There is nothing wrong with loving your job, your newsroom, your classes, your clubs or anything else. However, you eventually need a break from all of those “joyful” activities to just relax and actually enjoy something. You need to find something that brings you to your “happy place.”

Happiness can come from a variety of areas. One adviser I heard from told me she brought her dog into the newsroom on occasion. “You can’t be stressed out when you’re petting a dog,” she said. That’s pretty true. Little kids can also be amazing in this regard. Many years ago, I would bring my 2-year-old daughter into the newsroom. She’d dress up in princess clothes or build block towers with the editors. She’d draw with them and in the end they’d feel better.

The simple and small pleasures have been known to stave off stressful situations. After a particularly stressful day, several of us in a newsroom used to agree to meet online to play a game in which we were in “arena combat” and the goal was to blow each other up until the timer ran out. These days, I force myself to play a game of pinball or two to wind down and get away from the stress of the day.

 

PRIORITIZE AND SET LIMITS: This sounds easier said than done, but it’s like going on a diet or committing to an exercise regiment: Once you get into the groove, it becomes part of what you do.

Prioritizing can help you figure out which things you should focus on and in what order, thus eliminating the feeling of being overwhelmed. For some people, it’s about writing out things that HAVE TO happen in a given day on a list and taking pleasure in crossing them off. For others, it’s about learning how to determine which things need their attention and what things can be ignored, refused or delegated.

An approach I saw once used a color coding system to list off a bunch of things: Red meant it needed to be done before the end of business that day/week/hour/whatever. Yellow meant once the reds were done, a couple of these things could really use some attention. Green meant it got done when it got done and could be ignored for the foreseeable future.

Eventually when the list got pretty much crossed off, the person would make another list and re-evaluate the pieces that were left. Some of those greens needed to become yellows. A couple yellows might be red at this point. In addition, new stuff would fill in here and there in varying colors as well. It worked for that person, which was all it had to do.

Setting limits can be numerical, like, “Once the first five things on this list get done, I’m getting lunch,” or “I owe six emails today and that’s all I’m doing unless there’s a hostage situation that requires me to respond via email.” The limits could also be time-based, like deciding you’re going to turn off the computer by X time at night or you won’t work from A to B times during the day. One particularly clever way of doing this is to charge your laptop to full capacity and then leave your power cord at home. Once you run out of battery juice, you’re done for the day. Everyone else will just have to cope.

If you’re like me, (read: having grown up Catholic or in some other guilt-based system of existence) this can be really tough because you don’t want to feel like you’re letting people down or that you disappointed someone by not doing what they needed. This is how I end up writing letters of recommendation in 12 minutes after some kid I knew three semesters ago emails me with a desperate need and I don’t want them thinking I’m an uppity jerknugget.

However, I try to explain to people that for me to be the thing they want me to be (read: functional, helpful, valuable, intellectually on the ball etc.), I need to avoid burning out. In other words, “Do you want the thing done or do you want it done well?”

 

LEARN WHAT TO CARE ABOUT: If you write every headline in 100 point bold, screaming, you’ll never know what you should care about and your audience will tune you out. Same can be said about dealing with people.

When some professor in the history department makes some snide comment in front of a class about the newspaper or your major or a club you run, let it go. People who think they know what you do while actually having no clue about what you actually do in any of these areas are plentiful. No sense getting bent out of shape over an academic twerp. When the head of the journalism department says, “Your (club/paper/group) sucks. We’re cutting your funding and kicking you out.” That’s something to care a bit more about.

I often go back to the line about “Is this the hill you’re willing to die on?” when considering how stressed a situation should make me. I also find that people who can’t make this kind of distinction tend to think every hill is the one that EVERYONE around them MUST die on EVERY TIME. Learn to avoid these people and learn to avoid becoming one of these people.

 

HAVE A GOOD CREW IN YOUR CORNER: I remember watching a documentary about the “Thrilla in Manila,” the third and final fight between Joe Frazier and Muhammad Ali. By the time the 14th round ended, the fighters were completely spent and both of their respective teams knew it.

Ali looked like he was going to have to quit in the corner, something his crew refused to allow him to consider. Frazier, who later revealed that he had been fighting for most of his career only able to see out of one eye, had his good eye swollen shut by repeated poundings to the head. The legendary trainer Eddie Futch told Frazier that he know the fighter couldn’t see and it was time to throw in the towel. Frazier responded, “Don’t worry. I can visualize him.” Futch refused to listen and ended the fight.

Futch lived to the age of 90 and until his dying day, he said he never once regretting stopping the fight, despite what it meant to Frazier’s legacy and Frazier’s own bitterness toward his former trainer. All that mattered was he wanted to keep his fighter safe.

I guess this is my way of rolling this series all the way back to the boxing analogy from the first piece. One of the most important things to have around you at all times is a good “corner-person” who knows what you need at any given point in time.

(A quality “cut-person” and a good  “hype-person” are nice additions as well.)

In student media, this should be the newsroom adviser: The wizened one who has seen it all and knows when you need a motivating kick in the keester and when to throw in the towel for you. They have to see the bigger picture as you simply plow ahead, round by round. In college, a variety of other advisers can serve this role, such as an academic one or the one overseeing your group, organization or club. It could be anyone out there you know who knows how you tick.

(Side note: In my life, it’s Amy. She’s like a human divining rod when it comes to what I need, when, where and why. If you find someone like that in your life, hang on to that person with all you’ve got.)

The idea here is that sometimes we don’t know ourselves as well as we need to in order to keep ourselves out of trouble. Surrounding ourselves with people who understand us and are able to get through to us can be a saving grace when we are too stubborn or stupid for our own good.

The Popularity and Perils of the Police Blotter

The Oshkosh PD police blotter is not only a bit more pedestrian than many other departments, but it almost needs a Rosetta Stone to translate it…

THE LEAD: The Wyoming Tribune Eagle ended its publishing of the police blotter as news this month, noting that despite people’s interest in the material, the ethical and legal concerns were just too risky:

People love the police blotter, because it includes tiny nuggets of drama, intrigue and joy. For instance, in Gillette, Wyoming, cars get “cheesed,” meaning people will cover them with slices of American cheese. Who doesn’t love reading about a good cheesing?

But along with the weird and wacky things that show up in a police blotter are numerous inaccuracies that follow people for life.

“There’s a lot of problems with blotters in general,” Secrest told me. “An initial charge can change really easily. They can up the charge, they can lower it, they can dismiss it entirely. Things can get challenged pretty quickly. Also, people can be acquitted.”

COP TALK 101: For those uninitiated in crime news, the blotter is a list of all the incidents law enforcement officials within a department deal with in a day. It usually lists a mix of things, including the time of the incident, the name of the person involved, the place where the incident occurred, the date of birth of the person involved and any criminal charges associated with the situation.

The blotter only represents what the law enforcement officials are doing at the front end of a situation, not the resolution of the case or any changes made later that day (or week or month).

So, for example, let’s say I’m driving to the aluminum recycling place to turn in some beer cans when I hit an icy patch on the road and skid into the ditch. The cop sees beer cans all over my car, notices that I totaled my vehicle and wants to check me for drunk driving. However, I’m too woozy and messed up from the crash to do field sobriety and the ambulance takes me to the hospital, where instead of a breath test, they do a blood draw.

The officer might list Operating While Intoxicated as an expected charge, pending the results of the blood test. So, it goes into the the blotter as an OWI. However, it turns out I’m as sober as a judge, so the charges eventually get dismissed.

If all the paper is doing is publishing the blotter info and not really following up, that can lead to several problems, like one noted in Poynter’s story on the Wyoming situation:

Although the staff received some pushback when they announced the change, “now that it’s gone it doesn’t seem to be missed,” Secrest said. “Also, this week we had a man call us and tell us that his booking sheet incorrectly designated his charge as a felony and our publishing of that, prior to this policy, caused him to lose his job. We will be able to correct that once he provides the court document confirming the charge. But that was published about 10 days before this policy took place. It felt like a good reminder of why we did this.”

A CHECK OF THE INTEREST ELEMENTS: One of the things we always talk about is balancing people’s right to know something versus people’s right to be left alone. A key way we do this is looking at the FOCII elements (Fame, Oddity, Conflict, Immediacy and Impact) to figure out if we should be doing something or not.

The blanket publication of the blotter tends not to showcase any of these elements other than Immediacy, but as we note in the book, Immediacy always has to be tempered against accuracy. In short, fast and wrong is worse than slow and right.

That said, the Oddity element often shows up in the blotter, which means checking it for information still merits value. The Fame element can also come into play, as people who are well known often end up on the wrong side of the law.

Here are two examples I remember from working with the crime beat:

At UW Oshkosh, the Advance-Titan used to run blotter items under the heading of “Busted!” In looking at the revelations put forth by the Wyoming paper regarding accuracy, that probably wasn’t the best of titles.

In one case, Busted! featured a brief bit of news in which two students were caught having sex in the middle of the day behind the giant UW-OSHKOSH sign on the main drag of campus. When the officer began to write the students up for this tryst, the guy begged the cop not to do this, because he said he knew it would end up in Busted! and thus his girlfriend would find out about his “extra-curricular activities.”

At another place and time, we had a blotter item that really tickled our irony meter. A local radio personality who went by the moniker “The Altar Boy” got busted for OWI. He apparently also gave the cops a bit of a rough time in arguing with them over the bust, noting he was someone of great import.

The folks in Wyoming noted that in cases like these, obviously, the information would be covered, but done so in a more complete way. Meanwhile, minor incidents involving regular folks would not make the paper.

DISCUSSION TIME: Does your media outlet have a blotter section of some kind and how popular is it? What kinds of things do you think are fair game and what feels like a bridge too far? Also, how would you feel if the minor indiscretion you committed in college suddenly became something anyone could find on the first page of a Google search? A lot of student newsrooms have struggled with balancing this, so it’d make for an interesting classroom discussion.

When it comes to getting quotes, go buy flowers instead of buying flour

When it comes to quotes, consider the difference between how you buy flowers and how you buy flour. Also, imagine them sitting in a nice vase…

In media writing courses, we talk about quotes being the spice that zips up the story or the sparkly diamond that draws the attention of the reader. However, not all quotes actually do this, because simply slapping quotation marks around a pedestrian set of words doesn’t get the job done.

PR practitioners tend to write press releases that have at least one block quote in them, with some releases being nothing but one giant “statement from X Person” quote. News writers tend to build the bodies of their stories with at least a few paraphrase-quote pairings that are meant to give readers varying views of a topic and a wide array of people a chance to speak. In a lot of cases, those quotes are either relatively pointless or they offer little in the way of quality.

How is it that so many people are proud, happy and thrilled to be there in EVERY PRESS RELEASE, ALL OF THE TIME, even when the writer can craft the quote for the person being quoted? How is it that reporters who get to interview sources also manage to come back with such “meh” quotes from sources who really SHOULD be so proud, happy and thrilled that they can’t shut up about their subject?

Here are the reasons why:

People are afraid to do anything different, lest they offend someone: The phrase, “It is better to remain silent at the risk of being thought a fool, than to talk and remove all doubt of it,” is usually where most people want to be when the chips are down.

To that end, it’s a lot easier to do a bland, mediocre quote than to state something important with your name attached to it. Interview subjects with experience tend to lapse into cliches to avoid really upsetting people, while the press release quotes also tend to play to the middle of boring to avoid controversy.

 

Writers aren’t as creative as they need to be: One of the things that differentiates PR from news is the concept of quoting sources. If there’s one area where I’ve seen people have the MOST difficulty in making the shift, it’s here.

News requires you to go out, find someone and get something out of their mouth in a word-for-word format. PR in many cases allows for practitioners to write up something on behalf of the client and then just get a “sign off” on it.

Even though you CAN do this, it doesn’t always follow that you SHOULD, primarily for the reason we’re noting here: You don’t know enough about your source, the topic or the non-data stuff to really come up with that whiz-bang quote that will make the difference here.

The same thing can be true of news writers, who don’t put enough time into their research to ask questions that probe or engage the source. If you ask a generic question, you tend to get a generic answer.

 

Writers aren’t pushing for quality: I can’t tell you how many times I was told to “get a quote” for a story. It was basically like this scene from “The Paper” where Michael Keaton just wants “something:”

I say this as a fellow sinner who often was on the hook for getting a quote, any quote I could from any source, just so that we could say we quoted someone. However, it seems like “get a quote” is a general resting pulse for how we do business.

With those things in mind, here are a few ideas on how to get better stuff:

Don’t shop for flour. Shop for flowers: In the middle of pierogi season at our house, Amy often sends me out for supplies, the most common of which was flour. The direction was simple: “Go to the store and get a bag of flour.” I dutifully comply by driving to the closest place I could and grabbing a five or 10 pound bag off the shelf that resembled the bag she had just emptied.

When I got sent into the field as a journalist, I often felt that was how I was supposed to get quotes. It was like “Go to the store and get a bag of flour.” OK, if that’s all I’m doing, all I care about is going there, picking something off the shelf and coming home.

That’s part of the problem with quotes: You don’t just want something off the shelf.

Instead of shopping for flour, think about shopping for flowers for someone you love. Think about what it is that makes that bouquet special, beautiful and different for them. Think about how you want the reaction to be when they see it. Think about doing more than grabbing whatever is convenient.

 

Research better beforehand to ask better questions: As we’ve said here repeatedly, the key to everything good we do in journalism is in the preparation. The more work we do at the front end of the process, the better things will be at the back end of the process.

One of the reasons PR quotes are so “meh” is that practitioners don’t dig into the topic or the organization to find things that make it special. When all we have to work off of is a baseline understanding of the concept, which usually comes from a buzzword-laden mission statement, we’re operating in Generic-ville.

The benefit of doing the research before crafting that quote is to make it feel genuine and informed. In adding special touches based on detailed information you found, you not only have a better chance of making your source sound good, but you also have a much better chance of drawing a reporter’s attention.

In the case of reporters and practitioners who rely on interviewing, the research ahead of time can help you shape more pointed and engaging questions that will elicit stronger responses. When you ask that, “So what can you tell me about X?” question, the source will lapse into their “greatest hits album” answer, with all the generic info and cliches. If you can ask something that shows you’ve invested time and energy in the question, you’re likely to get that source to be more engaged.

 

Change the source’s perspective: Most of the time, the sources we interview either play to us as media practitioners or play to a perceived audience of peers. Those quotes tend to be more jargon laden or otherwise disengaged, and they usually don’t do much for an actual audience that will eventually read their quotes.

Put the source in a different state of mind, based on your full understanding of who you see as the readership. Try asking a question like, “So how would you explain this to a worker on the assembly line?” or “What would you say to a parent in the school district about X?” or even “Could you explain this to me like you are talking to a child?”

In shifting the perspective of the source in terms of understanding the audience, you can get them to shuffle the deck a bit and deal you a better hand. I’m a particular fan of the “child” quote when I’m talking to a source who is clearly exceptionally well-versed on their subject, to the point of assuming everyone else knows as much as they do.

I also like the idea of thinking about who else might be a source in my story to shape the questions. For example, if I’m talking to a product seller, I like to ask them to shift focus to being a product consumer. If they’re a superintendent, I like to get them to shift to think like a parent, a teacher, a custodian or a kid.

In getting them to move, they tend to get out of the rut where cliches live and give me something different.