Covering Multi-National Companies by Leslie Wayne

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Leslie Wayne, Reynolds visiting professor at the Walter Cronkite School of Journalism and Mass Communication, provides information on how business journalists can cover multi-national companies on …

Leslie Wayne, Reynolds visiting professor at the Walter Cronkite School of Journalism and Mass Communication, provides information on how business journalists can cover multi-national companies on their beats.

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  • 1. Covering Multi-National Companies
    Staying local; reporting from afar
  • 2. Leslie
    Wayne
    Donald W. Reynolds Visiting Professor in Business Journalism at the Cronkite School
    29-year veteran and award-winning business reporter at The New York Times
    Assignments: Aerospace and Defense, Campaign Finance and the Presidential Races, Financial Institutions and Wall Street
    M.B.A. in Finance from Columbia University
  • 3. Topics to Explore
    Idea generation
    Story pitch
    Story development
    Finding sources
    Multi-media reporting and story packaging
  • 4. Case Study
    Aerospace and Defense
    Photo: Wolfgang Kumm/European Pressphoto Agency
    Photo by Flickr user UNC – CFC - USFK
  • 5. The Big Themes
    U.S. military sales abroad
    Foreign companies seeking more Pentagon business
    Specific stories: Tanker, Presidential helicopter, Joint Strike Fighter
    Airbus-Boeing match up in commercial aviation and military contracts
    International Air Shows: Where it’s on display
  • 6. Sources of Information
    Trade publications – Aviation Week and Space Technology
    Pentagon publications – www.DefenseLink.mil, the “Early Bird” and reports
    Equity and industry analysts – U.S. and abroad
    DC think tanks – people and reports
    Industry contacts and sources
    GAO reports – www.GAO.gov
  • 7. Pitching my editor
    Connect the dots stories
    Conceptual scoops
    Moving the story forward
    Seeing all angles – money, politics and policies
    Reporting before the pitch
    Closing the deal – realistic promises
  • 8. A Starting Point
  • 9. Paris Air Show
    Alabama comes to Paris
    Video component
    Sheik Ahmed goes shopping
  • 10. More Multi-nationals
    Airbus Flies Low
    The Brits are Coming
    Boeing Bets the House