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Five Things Reporters Want

“Reporters are lazy,” a PR director once told me. “They won’t do any work – they want everything explained to them.”

I’ve been on both sides of the table, as a freelance writer and as a communications manager. It’s not that reporters are lazy. They just have different objectives than PR reps. The job of a reporter is to find news and report it back to an audience. If you’re in public relations, your task is to get favorable media coverage for your organization.

What looks like journalistic laziness is in fact a relentless search for news. Reporters don’t have time to unpack the complexities of your press release. Don’t ask them to parse a technical document. They won’t sit through a press conference unless you have something really special to announce.

If your communication is not clear to them, they move on. If you can’t explain the story in a sentence, then they’re going to find something else to report on.

So, what do reporters want?

They want news. News is, above all, new. It just happened or (even better) is about to happen. It is new – not something repackaged from six months ago. It is different, special and unique. Publishing an annual report is not news – everyone does that. Publishing your annual report as a series of tweets – that would be news.
Benefits, not features. XYZ Company announcing a new widget is not news – the fact that the widget cures cancer, that would be news. Would you describe an iPhone by the kind of chip it uses or all the things you can do with it? Promote benefits to users, not a laundry list of features.
Relevancy. Why do my readers care? A blog post from your CEO is not news. Bring me something that my audience wants to read about. Give me something that informs, scandalizes or improves them.
A good elevator speech. You only have a few seconds to pitch your cause. What do you say? How do you summarize your story? Reporters are drowning in press releases – they’re not going to read more than a sentence or two in your release before they hit the delete button. Put the value up front, in the first sentence of your pitch.
Speak like a human. Do you want to sound important or do you want to be understood? Think simple. Avoid jargon and acronyms. Take out the run-on sentences. Instead, explain your point so clearly that your grandmother would understand.

Reporters want interesting stories that audiences will read. Help them out by producing news and not news releases.

And check out these tips on pitching from editors and reporters. Note how publications have very different and unique requirements.

My Instagram Book Cover

Joe Konrath had a really important post on how to sell ebooks. This successful indie author made the point (among many other great ones) that it was important to experiment. In his words:

There isn’t a single thing I’m saying here that you should automatically believe. Don’t trust me, or any other so-called expert. Instead, try things out for yourself and draw your own conclusions.

Or to quote screenwriter William Goldman: “Nobody knows anything.”

That’s the case with art and marketing – you can’t predict what’s going to work. At best, you can try and try again.

I love my book Don’t Mess Up My Block. It’s a funny, cynical look at the way we work now. The people who have read it have liked it, especially if they have experience in the bureaucracies of Washington.

Yet, this novel is hidden far down the long tail of Amazon, unlikely to emerge from obscurity.

For my first novel, Murder in Ocean Hall, I had this great cover by Dave Newman. It’s a classic.

But this time, I’m experimenting. I was inspired by Seth Godin and the Domino Project, which has set out to revolutionize publishing. He’s rethinking everything the book world does, including covers. Why do you need a title and a name on a cover for an ebook? For example, here’s his book Poke the Box:

My second novel Don’t Mess Up My Block is a journey through the dysfunctional American workplace, from companies obsessed with the latest management fads to federal agencies unable to get anything done. What would make a good cover?

Fortunately, I had exactly the right picture, taken while I was at work one day. I was amused by the cheap stapler they had given me in my new job and just how beige and early 90s everything in the office was. I snapped this Instagram picture, thinking it perfectly captured the banality of the white-collar workplace.

So, that’s it. That’s the new cover of Don’t Mess Up My Block. It’s a funny and absurd cover for a funny and absurd book.

Friday Photo: Santas Edition

This is from Santarchy last weekend on the National Mall. Could it be my last Instagram picture ever? The controversy over their terms of service made me rethink my attachment to this photosharing service. I like the Instagram community but they’re owned by semi-evil Facebook. And they shrink photos down to 612×612 pixels.

Around the same time, Flickr debuted its great new mobile app. It has filters, doesn’t shrink my pics down and there’s a great Flickr community that I’ve been part of for years. 2013 will see more Flickr pics and fewer Instagram snaps for this mobile shooter.

Is Greenland Melting?

Is Greenland melting? Has the ice cap suddenly disappeared from this frosty island?

That’s the conclusion I drew after skimming DCist this morning, which had the headline:

Nearly All of Greenland Melted in Span of Four Days, NASA Finds

And then below was this alarming graphic:

And here’s the lede:

This is kind of scary. According to a NASA analysis of recent satellite readings, it took just four days for nearly all of Greenland’s surface ice to melt amid an oppressive heat wave a couple weeks ago.

Reading this, I thought, “The ice cap has disappeared from Greenland.” All of Greenland’s surface ice has melted away over four days.

But the reporter got it wrong. If you read the comments from the smart readers of DCist, you discovered the truth. The chart above only indicates what’s melting on Greenland. Everything right now is melting on Greenland but it’s still covered in plenty of ice and snow. It’s like an ice cube that’s sweating but is still plenty big.

How could this information be communicated better? Should reporters receive more training in interpreting scientific information? Is this graphic from NASA confusing and easy to misinterpret? Should public affairs officers “dumb things down” even more?

Stating the Obvious: Internet Anonymity Matters

Can you imagine what the Internet would be like if you had to register with the government? If you had to use your real name every time you left a comment on a web site? And if companies and government agencies could haul you into court over something you wrote online?

Anonymity is part of the Internet’s DNA. It’s what makes it such a vibrant, raucous and ever-growing community.

You’d think this was obvious but lawmakers in New York want to change all that, forcing online commenters to use their real names or remove their “offensive” comments. I’m quoted in this AOL Government article on the madness of this idea.

We might not like what we read online. We may be offended, outraged or just annoyed. But that’s the nature of the online beast that we’ve all come to love.

Free Yourself from the Tyranny of Sharepoint

Sharepoint is a plague upon the American workforce. This ubiquitous piece of collaboration software has taught millions of people that Intranets are destined to be places where you can’t find anything.

It doesn’t have to be this way, despite what Microsoft may have you believe. There are alternatives to Sharepoint that actually work in ways that ordinary humans can understand.

One of these alternatives is WordPress. You can set up your own Intranet using WordPress with a minimum of technical knowhow.

It’s certainly better than learning the maddening intricacies of Sharepoint, as developer Ben Balter discovered. Given the dreaded task of updating the Sharepoint site, he instead decided to spend three hours to see if he could come up with an alternative.

The result was WP Document Revisions. This is a WordPress plugin that allows teams of any size to collaboratively edit files and manage their workflow. In other words, the core of what you probably would use Sharepoint for if it was actually usable.

Ben wasn’t done. He’s since gone on to craft additional plugins, as he described in WordPress as a Collaboration Tool, a talk he gave at the monthly WordPress DC meetup. The tools he created essentially improve upon all the functions of Sharepoint, but in WordPress, so you don’t need expensive licenses or pricey database experts to keep the whole thing from crashing.

By using WordPress, you turn “add this information to the Intranet” from a frustrating task into something as simple as blogging. And just think how good your Intranet could be if people actually wanted to contribute to it.

Improving internal communication does more than just lead to happier employees. It contributes to the bottom line by saving the time of staff. Do you want people spending hours trying to figure where their document disappeared to on Sharepoint or do you want them to do, well, something productive?

Most of us, however, have no control over what software we use at work. I asked Ben what to do in this case. He replied with the truism that it’s better to ask for forgiveness than permission. He also demonstrated what WordPress could do and developed internal support for it. When presented with a credible alternative, rational decision-makers will make the right choice, if they can.

There’s a lot of caveats in that last sentence. I know. Big organizations choose big software for reasons that defy reason.

But life’s too short to use bad software. Investigate the alternatives. Anticipate objections. Present your case. Just something is ubiquitous doesn’t meant it’s right or destined to last forever. The way we work is changing, and software should change with it.

Update: I cross-posted this to GovLoop, which prompted a great deal of discussion from govvies.

Washington Post, What Happened to You?

Washington Post, what happened to you? You’re the paper of Woodward and Bernstein, a beloved local institution and a veritable fourth branch of government.

Coming home after a Saturday night carousing, I used to love to see the trucks lined up outside your building on 15th Street. Back then (the 90s), the paper was printed right next to the Post’s HQ. Blue trucks would be double-parked along the street, waiting to deliver the news to the region.

And if I stayed out late enough, I could pick up the fat slab of Sunday’s paper while it was still technically Saturday night. There was a weird thrill to this, getting the news ahead of everyone else. The Sunday paper was an event, something everyone read.

This is all gone now. Where once stories were reported, fact-checked, edited and edited again before the presses rolled, news these days emerges in electronic form, often-rushed and incomplete. This is a good thing. I am for more news, more information, for the great cornucopia of the web. No more gatekeepers, let the public decide what matters.

But the Washington Post is an institution. It is a brand expressing journalistic quality and integrity. When they publish something, I expect it to be true.

I don’t expect the Washington Post to be running a digital sweatshop, where young journalists are expected to churn out regurgitated news items in the mad pursuit of impossible traffic goals.

How does this fit into the great tradition of the Post? The strength of the paper is its ability to really delve into issues. Why are they trying to be like some smarmy blog?

And getting a few hits on your site – what is that really winning you? Traffic rushes in to click on a link and then rushes off to some other site.

At the What’s Next DC conference, I watched Katharine Zaleski, the paper’s digital news director, give a presentation on the strategy. Coming from the Huffington Post, she brought a relentless focus on metrics. News was to be measured. And the measurement was site traffic. She had charts showing how traffic to the site had increased as the Post increased its “buzziness,” with efforts like news aggregation and blogging.

Does the Washington Post really want to emulate The Huffington Post? Do they want to “surf the trend waves on the Internet”? Shouldn’t the paper be making waves rather than trying to catch them?

And are ephemeral bursts of web traffic the right metric to follow? If so, why not just turn your site over to cat videos? But the Post is more than that, isn’t it?

Stay true to your mission – quality journalism. It’s what you do best. Stop trying to be cool. Don’t go for viral. Avoid “buzziness” and all its advocates.

Instead, simplify. Be the Apple of newspapers. Don’t add more web gimmickry to your cluttered and unusable web site. Focus on what you do best.

Don’t measure web hits – look at engagement. How long do people stay on the site? How many stories do they read? Try to duplicate the loyalty readers once felt toward the paper that they lovingly held in their hands. Better to have 100,000 devoted readers than a million casual followers.

No more second-rate social media. It’s beneath you, Washington Post. Simplify, focus on your strengths and pursue engagement with readers to be true to your news-breaking legacy.

Books That Are Too Long: Swamplandia!

My favorite books are short ones.

The Great Gatsby is a slim 180 pages. That’s all it takes for Fitzgerald to recreate the Roaring 20s and give us the quintessential American striver.

Ernest Hemingway is a master of economy, using just 251 pages to tell the tragedy of The Sun Also Rises.

A Handful of Dust by Evelyn Waugh is another brilliant little book from the interwar period. It traces the fall of the British aristocracy in just 264 pages.

And my own novels are short ones, clocking in at under 300 pages.

Yet, most contemporary books sprawl unfettered, as if editors have just given up on their duties. Authors ramble, they discourse, narratives go off into tangents and down weird little cul-de-sacs.

For example, Swamplandia! by Karen Russell. It clocks in at a wearying 416 pages.

The novel starts off incredibly strong, giving us the colorful portrait of the Bigtree family, famed alligator wrestlers of the Everglades. Being from Florida myself, I’ve felt that the comic potential of the state has been underutilized. From exiles plotting revolution to greedy condo flippers, if any state could produce The Great American Novel, it’s this one.

The collapse of the Bigtree family mirrors what’s going on in “mainland” society. Their struggles are shared by many in more prosaic circumstances – they lose it all and the family falls apart.

The section of the novel where the Bigtrees adapt to normal life is fascinating. I loved Russell’s depiction of The World of Darkness, a hell-themed amusement park on the mainland. It’s like a Disney World created by sadists.

But then the book rambles, in an endless journey through the swamp as 12-year-old Ava Bigtree goes in search of her older sister. Lush descriptions of flora and fauna are piled one upon another, creating a mangrove thicket of prose that nearly stops the reader cold.

It’s one of those books where you find yourself peeking ahead a few pages. When is the story getting back to the World of Darkness?

The odyssey in the Everglades takes so long that the ending feels rushed, unresolved, leaving dramatic threads hanging.

Swamplandia! is a good hundred pages too long.

Despite growing up reading books, even I turn away from novels that resemble doorstops. Reamde is a book that I desperately want to read. Yet, at more than a thousand pages, I don’t even want to start it. The novel represents too much of a time commitment in our distracted age.

It’s ironic. The Internet and our ever-present electronic devices have collapsed attention spans. Yet, our books keep getting longer and longer.

Our lives are crowded with information. In order to break through the electronic din, a novel has to be concise and powerful, a book that looks more like The Great Gatsby than Swamplandia!

The Parks and Rec Effect

I’m quoted in this AOL Government article on citizen participation. The story makes the point that you can have a much bigger impact in your community than at the federal level.

I’ve seen that in DC (the city, not the metaphor), where local issues are frequently debated to death. For example, the ten-year long struggle over the redevelopment of the Wisconsin Avenue Giant. The plan to upgrade this grocery store was so contentious that it claimed the job of one local planning director and caused her successor to steer clear of the whole mess.

Which is why I’ve been so impressed by the District Department of Transportation (DDOT), as I mentioned in the article. They put a bike lane down the center of Pennsylvania Avenue, a project that benefits bikers (like me) and is a powerful example of including bikes in transportation plans. They also put in a protected bike lane down 15th St, a block from where I live. This was done in a matter of months, compared to morasses like the Wisconsin Avenue Giant. Continue reading “The Parks and Rec Effect”