Make It Personal

Bernard Madoff’s 150-year sentencing generated tons of news headlines. The Philadelphia Inquirer transformed the national story into a local one by focusing on a family that had lost money.

Inquirer reporter Bob Fernandez says his editor approached him after speaking with the DeVitas, who described themselves as “basic” people who’d been investing with Madoff for years. Bob traveled with the DeVitas to New York, interviewing them on the train ride. He waited outside the courthouse and then followed them to a rally.

While writing the story, Bob said he had two goals:

• Keep the focus on the son and mother. He didn’t want the piece to go too heavily into Madoff’s history. That meant he also had to keep his interviewees focused so he could get all of the details.
• Have fun with the writing. It took a little persuasion to keep “The Great Swindler” in his lead, he says.

Today's Tip: Make It Personal

When writing about a large topic or issue, take time to find someone that has been directly affected and can personify the subject you’re addressing. Social networking sites such as Facebook and alumni chatboards are a good way to find the human perspective, especially when you’re writing on deadline.