Sourcing the Street

By Karen Dybis
June 12, 2009 01:38 PM

Few things are as interesting or elusive to a reporter as the person on the street - the Average Joe that adds authenticity to an otherwise expert-heavy story.

The challenge business writers in particular have is to develop these folks into sources who are relevant, intelligent and add depth to an article. It is easy to find comments for a major news story; it is not as simple to elicit a quote about trends in derivatives, hedge funds or cost-segregation studies.

Consumer attitudes and behaviors drive certain business desk assignments. Beats such as retail, personal finance and workplace issues need anecdotes to make them sing. The right quote from a frustrated shopper can liven up an otherwise repetitive topic like declining consumer confidence in a way Alan Greenspan never could.

The first obstacle is finding people in the mood to talk. A classic starting point is that paragon of suburban life: the shopping center. But also look in untraditional places geographically and in the online world. Need a comment about monthly retail sales reports? Try a soccer field after school. Ask your experts for suggestions; you never know who knows who. To track down business people, LinkedIn is brilliant. Search social networking mediums like Facebook or Twitter. Join chat groups. Put yourself wherever people are.

When you are at a store, stalk the aisles. Take a wander. Look inside people’s carts. Listen to their conversations. If you do a little reconnaissance, you will find better sources than grabbing the first people you see in the parking lot. However, be aware that some people are “in the zone” when shopping. Interrupt them and you will get short, curt answers. Instead, look for those in seated areas like food courts. They are taking a break, so they may have more time to chat.

Try not to rush people. Let the teenager drone on even if you’ve got the quote you think you need. Some little detail might take it over the top. For a recent story about Chrysler’s bankruptcy, I talked to a line worker for nearly two hours. Our discussion revealed that his grandfather, uncle and brother all had worked for Detroit’s automotive companies, a legacy that began in 1932. I felt that detail gave his comments more weight, showing the impact of bankruptcy and Chrysler’s decision to close the plant where he worked. I know one reporter who keeps a ball on his desk for just such occasions. When his source wanders mentally, he plays catch or throws the ball into a nearby basketball net. He gets some of the best quotes of any reporter I have ever met. A little patience goes a long way.

If you cannot leave your desk, consider an e-mail exchange. Some sources are hard to pin down. I freelance for a magazine aimed at law-school students, and they are notoriously difficult to get on the phone. So I do many interviews via e-mail. These students are well spoken and terrific writers, so their e-mailed responses tend to be better than if I spoke to them for hours. One caveat: Call these sources afterward to thank them and ask follow-up questions if possible. A human touch can elicit better comments if you still need them.

When you find someone you connect with, consider putting them on your personal reader panel. When writing holiday stories for a large daily newspaper, I recruited six or so readers to serve for the season. I called them every few days to find out what they were buying, how much they were spending and whether they were staying on budget. Our chats sparked more creative coverage because they were going out regularly whereas I was chained to a computer and a desk. And it goes without saying that reporters should hold onto reader e-mails, letters and phone numbers. When you need a comment on deadline, they might just surprise you with the best insight you’ll get that day.

Finally, push yourself to get just one more quote. I have found the best articles are those where I have too much information. So try to do three or four interviews when only one or two would normally suffice. This way, you can cull through everything for the best of the best. And always ask one last question: “What am I forgetting to ask you?” Granted, it is Reporting 101. But I get great information when I do this very simple thing. Your editors and readers will appreciate it.

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Copyright © 2009 Donald W. Reynolds National Center for Business Journalism