A comment from a reader has motivated me to write about what’s called Enterprise reporting. The comment said, “The problem with TV, and print journalism in San Diego isn’t the quantity of reportage, it’s the quality.” The comment went on to point that one of the most important things a “real” journalist does is check facts, and verify the credibility of sources.
This idea of attempting to shed light, and nuance on the truth with original research is missing in San Diego. Turn on the local news, and you get what I call pre-fabricated stories that are done in most cities across the U.S. Check-out the Sweeps pieces for original content, or viewer benefit, or a sense of local journalistic value. Most often the reports fail to deliver. I know, I’ve been there. The same sweeps special on “The danger lurking in your refrigerator,” or “Identity theft” are often repeated shedding little new light on the topic. One News Director once commented, “Why do we have sweeps pieces?” Can you blame viewers for complaining that local newscasts are all the same. The answer is time, money, and commitment. Local viewers are demanding more. Perhaps that’s why ratings in some news programs continue to slide.
Some of the best stories come from good old-fashioned enterprise reporting. That comes from pounding the street, talking with people, and finding unique stories. I guarantee there are great enterprise stories inside each neighborhood, every company, or government agency. Find them. Most often reporters jump on spot news. Something that will make a quick live-hit, and move on to the next one. This is often a lazy attempt at covering a quick story, filling air time, and saving the broadcasting company money. Enterprise stories require a bit more than that. Some of the best stories do not come from press releases: they come from reporters spotting something in the community, bringing it to someone’s attention in the newsroom.
In other words, what are the stories that will make people “think.” Check out an article from Denver, and how local stations are adapting new technology to provide original reporting, and enterprise stories. 602communication.com is a web site committed to educating the professional journalist. We don’t have to re-invent the wheel, the knowledge, and tips are right there for us to read, study, and practice. One key ingredient to the newscasts of the future, can be found in old fashioned gum-shoe reporting. Enterprise reporting can help differentiate one station from the next in a local market. One of the tips on the website said, “stations must go beyond the news of the day, but the only way to accomplish this is if everyone on the staff is looking for unique, or ground-breaking stories”. We’re talking about involving the entire staff in looking for these stories. The more people I talk with, the more I hear one common theme. That is, viewers don’t feel news is relevant to their lives. Enterprise reporting is nothing new, but let it take root in web-tv or any future medium, and people will start consuming that product.
