Stepping back to avoid the routine

CBS News’ segment on Sears Holdings Corp.’s strategy to weather the recession offers a step-back option for an earnings story. Listeners get all of the figures they expect – e.g. sales are down about 12 percent, but the piece isn’t numbers heavy. The segment uses numbers to move the story forward and focus on company plans to improve sales. It also does a good job of providing pithy quotes from executives and a retail consultant.

Today’s Tip: When assessing earnings reports for possible stories, look for broader themes, such as the impact of economic trends or evidence of changes in consumer behavior.

Too often, reporters rely on templates for earnings or retail-sales stories, but we need to look for alternative ways to share financial data. Put the numbers in a table or graphic, and use what they tell you to tell a story with real people and a narrative flow that makes a point. Not all earnings stories will merit such treatment; some may be worth just the table.

When looking for those earnings stories that cry out for more, find the consumer connection or the economic connection.