In response to how a story is developed, each panelist had a little different process although all valued brainstorming with colleagues and editors. David Lawsky relies greatly on the many contacts he has developed as a reporter for Reuters and he wants to meet lot of sources. By the way, for those of you who read The National Law Journal, Michael is looking for responses to the questions he poses at the end of his column. Claudia MacLachlan, a freelance reporter, stated that a good PR or Marketing person could save the reporter a lot of time by making lawyers return calls. The panelists all agree that ultimately they want to talk to the source, not just the go-between.
All reporters love exclusives, but many of the panelists stated that it is awkward to ask for one.
Often though reporters can get caught between their sources and their editors by trying to hold on to an exclusive, but not being able to commit to when the story will run. Under an embargo, a story can be developed, but not published until a pre-determined time. Additionally, reporters cannot guarantee placement and even rarely can editors. When asked by an audience member to share their pet peeves, the panel did not hold back. If the reporter can't understand, readers won't be able to either.