Perfecting
Personality Profiles
Creating compelling business coverage
through compelling characters

By Jacqui Banaszynski
Yesterday
The WHY, WHO and WHAT of Profiles
• How personality profiles inform and elevate business
coverage
• How to ident...
Today
The HOW of Profiles
•
•
•
•

Access and sourcing of profiles
Best practices of reporting for profiles
Effective writ...
Response to homework

Photo by Flickr user thelittleone417
People are memorable
due to character
Deeds or actions
Signature traits
Words
Defining moments
… So, too, with businesses
Profiles are
not…
• Resumes
• Chronological life
biographies
• Lists of
employment or
accomplishments
• Q&A interviews
Effective profiles are character
revealed through…
DEFINING MOMENTS that demonstrate character,
value, motivation, style
S...
Memorable
TRAITS,
DEEDS,
WORDS
Poll Question #1
About what percentage of business
leaders you seek to interview ask you to
submit questions in advance?
Poll Question #2
How many of the companies or businesses you
cover have a policy that prohibits employees
from talking to ...
Access & agreement
1. Know & ―sell‖ your purpose.
2. Don‘t be boring. (Do your homework; be fresh.)
3. Use leverage when n...
1. Report for story
• Ask storyteller
questions
• Put subjects back in the
movie of their own life
• Report with all your
...
2. Use frames
• Ask constructed
questions
• Day in life
• Defining moments
• Numbers and prompts
•
•
Photo by Flickr user ...
3. Seek scenes
•

Choose scenes or moments that
reveal the essence of character
•

•

Interview and observe story
subjects...
"Why I bought a house in
Detroit for $500"
by Drew Philp (BuzzFeed)
Scene reveals neighbor Paul Weertz
(Photo by Garrett M...
“Inside 23andMe
Founder Anne
Wojcicki’s $99 DNA
Revolution”
by Elizabeth Murphy
(pseudonym), Fast Company

Every day, Wojc...
4. Compress backstory
• Resist temptation to
frontload
• Summarize the common
or clichéd
• Select with relevance and
disci...
Wojcicki grew up nearby, on the Stanford
University campus, where her father is a
renowned professor of physics. Her mothe...
"Meet New York’s first
family of tax evasion"
by Aaron Elstein,
Crain’s New York

Photo by Flickr user marsmett talahassee...
"Refugee tries to lock
up a two-wheel lifeline"
by Leonora LaPeter Anton,
Tampa Bay Times
Photo by Edmund Fountain

She re...
5. Report parallel
timelines
•
•
•

Photo by Flickr user Marchin Wichary

Standard lifeline or bio
Defining-moment timelin...
“From ordinary girl to
international icon”
(Terry Schiavo obituary)
By Kelley Benham,
Tampa Bay Times

―Before the prayer ...
Timeline reporting
Standard lifeline
or bio
•1952: Born
•1970: Graduated high school
•1974: Graduated college
•1974: First...
Timeline reporting
Defining-moment
timeline

History/context
timeline

•1966: Summer camp
•1968: First love/ climbed water...
PROFILE
STRUCTURES
Timelines are essential to structure –
but should not be a prison or a crutch.
1. Topper with chronology
• Engaging scene, anecdotal or newsy lede
• Summary ―nut‖ that anchors purpose of profile
(newsw...
LEDE: Scene, anecdote, vignette, moment
Foreshadows subject and purpose

SUMMARY NUT
Who is the person
Why being profiled
...
2. Broken narrative
WEAVE NARRATIVE (movement, action,
scene, detail, character)
WITH EXPOSITION (context, backstory,
sign...
Introduce character,
scene, moment, vignette

EXPOSITION / BACKSTORY / CONTEXT / NUT
Put character in context of issue the...
3. Wall Street Journal
marries Broken Narrative
• Think cinematically: think in scenes (or chapters)
• Chapters (sections)...
LEDE
ELEGANT SUMMARY NUT / FORESHADOW
HINT OF NEWS OR CONTEXT
SEGUE
SET UP STORY
CHAPTER OR SCENE
EXPOSITION OR BACKSTORY ...
4. Alternative or
formatted structures
•
•
•
•

Dewar‘s format
Timeline & map popouts
Effective Q&As
Profiles by the numbe...
Profiles by the numbers of a
reporting/writing/teaching/
traveling career:

Jacqui
Banaszynski
•
•
•
•
•
•
•
•
•
•

Byline...
Car Salesman
•

A car salesman in your
community has been
named businessman of
the year in a tough
economy.

•

WHAT NUMBE...
5. Dewar’s Profiles
• Legacy of ad campaign for Dewar‘s Scotch
Whisky
• Borrowed by other campaigns: Amex,
MasterCard's ―P...
•
•
•
•
•
•
•
•
•
•

Name
Age
Job
Family
Most important
accomplishment
Best adventure
Personality
Dream
Quote
Scotch: Dewa...
Brew-pub wars
• Three master beermeisters are operating
microbrew pubs in your
community. Each has
its own personality.

•...
Homework
1. Read: “Inside 23andMe Founder Anne Wojcicki’s $99 DNA
Revolution.” Answer one of three questions.

2. Read: “R...
Questions?
banaszynskij@missouri.edu
Twitter: @jacquib
Slides, video, handouts,
homework at:
http://bit.ly/profiles2014
Ph...
Perfecting Personality Profiles with Jacqui Banaszynski - Day 2
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Perfecting Personality Profiles with Jacqui Banaszynski - Day 2

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Pulitzer winner Jacqui Banaszynski presents Session Two of "Perfecting Personality Profiles," a two-day reporting webinar hosted by the Donald W. Reynolds National Center for Business Journalism.

Session Two covers "The HOW of Profiling," focusing on best practices, tips and techniques to identifying and structuring personality profiles.

For more information on training for journalists, please visit http://businessjournalism.org.

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Perfecting Personality Profiles with Jacqui Banaszynski - Day 2

  1. 1. Perfecting Personality Profiles Creating compelling business coverage through compelling characters By Jacqui Banaszynski
  2. 2. Yesterday The WHY, WHO and WHAT of Profiles • How personality profiles inform and elevate business coverage • How to identify good profile subjects • The core characteristics of good profiles • A range of profile types
  3. 3. Today The HOW of Profiles • • • • Access and sourcing of profiles Best practices of reporting for profiles Effective writing structures for profiles Alternative profile approaches and structures
  4. 4. Response to homework Photo by Flickr user thelittleone417
  5. 5. People are memorable due to character Deeds or actions Signature traits Words Defining moments … So, too, with businesses
  6. 6. Profiles are not… • Resumes • Chronological life biographies • Lists of employment or accomplishments • Q&A interviews
  7. 7. Effective profiles are character revealed through… DEFINING MOMENTS that demonstrate character, value, motivation, style SCENES that show people in place, time, culture and situation; put people in context Relevant and REVELATORY DETAIL that shows not just what someone does but who someone is
  8. 8. Memorable TRAITS, DEEDS, WORDS
  9. 9. Poll Question #1 About what percentage of business leaders you seek to interview ask you to submit questions in advance?
  10. 10. Poll Question #2 How many of the companies or businesses you cover have a policy that prohibits employees from talking to reporters?
  11. 11. Access & agreement 1. Know & ―sell‖ your purpose. 2. Don‘t be boring. (Do your homework; be fresh.) 3. Use leverage when needed & fair. 4. Bide your time / look for opportunity. 5. Show up and invest time. 6. Remember Negative Space profiles. 7. Use gurus, guides and intermediaries.
  12. 12. 1. Report for story • Ask storyteller questions • Put subjects back in the movie of their own life • Report with all your senses (including sixth sense of emotion/perception) Photo by Flickr user gmilldrum
  13. 13. 2. Use frames • Ask constructed questions • Day in life • Defining moments • Numbers and prompts • • Photo by Flickr user Dave Morris • Five mistakes Three proudest moments Best day/worst day
  14. 14. 3. Seek scenes • Choose scenes or moments that reveal the essence of character • • Interview and observe story subjects in their ‗native habitat‘ • Photo by Flickr user U.S. Army Corps of Engineers Norfolk District Follow people in action and interaction • Place people in place that reveals (home, office, outdoors, factory, car) Notice, ask about, use surrounding artifacts or status details (photos, art, jewelry, clothes, collected treasures)
  15. 15. "Why I bought a house in Detroit for $500" by Drew Philp (BuzzFeed) Scene reveals neighbor Paul Weertz (Photo by Garrett MacLean) All but two of the houses on the block behind Forestdale are gone. Instead of letting it slowly fill up with trash and despair, Paul planted an orchard. In the summer peaches and pears and apples and plums grow on the trees, and vegetables of every make and model grow in the soil. Neighbors care for bees and collect honey in autumn. In the winter, Paul floods it to make a backyard ice rink. He‘s still tinkering with a homemade way to groom the ice, and recently I found him back there on his knees with a clothing iron plugged into an extension cord, trying to iron the ice smooth. That didn‘t work. He‘ll figure something out eventually.
  16. 16. “Inside 23andMe Founder Anne Wojcicki’s $99 DNA Revolution” by Elizabeth Murphy (pseudonym), Fast Company Every day, Wojcicki rides her elliptical bike to the 23andMe headquarters, in Mountain View. She has no office there of her own. Instead, she totes her laptop over either to a red sofa near the research department or a table in the cafeteria, which is across from the gym where her employees gather every afternoon for yoga, Pilates, or Crossfit.
  17. 17. 4. Compress backstory • Resist temptation to frontload • Summarize the common or clichéd • Select with relevance and discipline • Let readers fill in the blanks Photo by Flickr user capsicina
  18. 18. Wojcicki grew up nearby, on the Stanford University campus, where her father is a renowned professor of physics. Her mother is a high school journalism teacher. Both were incredibly frugal. Her mother used to take her and her two sisters to Sizzler and order two allyou-can-eat salad-bar plates, having the girls rotate in the bathroom to avoid detection. Inside 23andMe
  19. 19. "Meet New York’s first family of tax evasion" by Aaron Elstein, Crain’s New York Photo by Flickr user marsmett talahassee The Seggerman kids also were successful. Henry was a movie producer who brought Crocodile Dundee to American audiences; Suzanne made documentaries with Ken Burns; Yvonne ran a nonprofit playhouse in Pawtucket, R.I., and now tills the fields as an organic farmer in the state; and brother Edmund was an adviser to John and Lincoln Chafee when they were U.S. senators. He is now a real estate agent.
  20. 20. "Refugee tries to lock up a two-wheel lifeline" by Leonora LaPeter Anton, Tampa Bay Times Photo by Edmund Fountain She reviewed his paperwork. Refugee from Liberia. Victim of torture. No income. … Larry sat there, wincing as pain shot up his shoulder. It still hurt — five years after coming to the United States — from the way his Liberian captors had tied his arms behind his back. He pointed to a scar on his head where they'd shot him.
  21. 21. 5. Report parallel timelines • • • Photo by Flickr user Marchin Wichary Standard lifeline or bio Defining-moment timeline History, culture, political, social, economic timeline
  22. 22. “From ordinary girl to international icon” (Terry Schiavo obituary) By Kelley Benham, Tampa Bay Times ―Before the prayer warriors massed outside her window, before gavels pounded in six courts, before the Vatican issued a statement, before the president signed a midnight law and the Supreme Court turned its head, Terri Schiavo was just an ordinary girl, with two overweight cats, an unglamorous job and a typical American life…‖
  23. 23. Timeline reporting Standard lifeline or bio •1952: Born •1970: Graduated high school •1974: Graduated college •1974: First job •1975: First award (not a loser) •1976/78: New jobs •1981:Got to metro paper •1984: Found home at Pioneer Press •1986: Finalist for Pulitzer •1988: Pulitzer •2000: Begin teaching •2005: Leave newspapers Defining-moment timeline •1966: Summer camp •1968: First love/ ambition v. passion •1970: New love couldn‘t last •1973: Internship Wall St. Journal •1978: West Coast/ life love •1983: Gay rights movement/AIDS •1985: Go overseas •1986: Brother is killed •1994: Return to West Coast •2007s: Mother‘s dementia •2008: Lose savings
  24. 24. Timeline reporting Defining-moment timeline History/context timeline •1966: Summer camp •1968: First love/ climbed water tower •1970: New love couldn‘t last •1973: Internship Wall St. Journal •1978: West Coast/ life love •1983: Gay rights movement/AIDS •1985: Go overseas •1987: Meet Dick & Bert •1991: Leave of absence to teach •1996: Brother is killed •2002: China trips begin •2005: Leave newsroom/mother‘s illness •2008: Lose savings •1952: Post WWII/Red scare •1960s: Beatles, hippies, Woodstock •1972: Title IX, Roe v. Wade •1974: Vietnam War, Nixon resigns •Late 1970s: Women‘s movement •Early 1980s: Environmental movement, recession, HIV/AIDS •1980s AIDS crisis •1990s: Globalization, dot-com boom •2000s: Dot-com, real estate bust •2001: 9/11 •2010s: International chaos/ religious conflict/ who knows?
  25. 25. PROFILE STRUCTURES Timelines are essential to structure – but should not be a prison or a crutch.
  26. 26. 1. Topper with chronology • Engaging scene, anecdotal or newsy lede • Summary ―nut‖ that anchors purpose of profile (newsworthiness, issue at play, etc.) • Chronological rest-of-story • PROS: Easy to write, easy to read, fast • CONS: If too long, can read ―tired‖ and predictable • KEY: Be selective about chrono moments; pace the piece to move through history. Minimize transitions • REMEMBER: Use bio-boxes for checklist info
  27. 27. LEDE: Scene, anecdote, vignette, moment Foreshadows subject and purpose SUMMARY NUT Who is the person Why being profiled Back to beginning Next significant event Next Next KICKER: End with the NOW or what might come next
  28. 28. 2. Broken narrative WEAVE NARRATIVE (movement, action, scene, detail, character) WITH EXPOSITION (context, backstory, significance, nut material) 3/2 or VARIATION
  29. 29. Introduce character, scene, moment, vignette EXPOSITION / BACKSTORY / CONTEXT / NUT Put character in context of issue they illustrate or news they are part of RETURN TO NARRATIVE Scene: in the moment or reconstructed Chose scene or description to reinforce focus EXPOSITION / BACKSTORY / CONTEXT Another aspect of the news or issue END NARRATIVE Last scene anchoring character
  30. 30. 3. Wall Street Journal marries Broken Narrative • Think cinematically: think in scenes (or chapters) • Chapters (sections) for scenes, topics or a combo of both • Vary size and pacing and voice of chapters • Can bend time and introduce additional characters and issues • Remember to return to main character
  31. 31. LEDE ELEGANT SUMMARY NUT / FORESHADOW HINT OF NEWS OR CONTEXT SEGUE SET UP STORY CHAPTER OR SCENE EXPOSITION OR BACKSTORY OR BRIDGE CHAPTER OR SCENE EXPOSITION OR BACKSTORY OR BRIDGE CHAPTER OR SCENE EXPOSITION OR BACKSTORY OR BRIDGE LAST CHAPTER OR END RETURN TO PRESENT OR CLOSE THE LOOP OR SET UP THE FUTURE
  32. 32. 4. Alternative or formatted structures • • • • Dewar‘s format Timeline & map popouts Effective Q&As Profiles by the numbers
  33. 33. Profiles by the numbers of a reporting/writing/teaching/ traveling career: Jacqui Banaszynski • • • • • • • • • • Bylines Inches of copy Countries visited Students taught Miles in the air Frequent-flier miles acquired Nights away from home Pens carried in purse Dinners missed Birthdays spent in odd places
  34. 34. Car Salesman • A car salesman in your community has been named businessman of the year in a tough economy. • WHAT NUMBERS WOULD YOU PURSUE FOR A BY-THENUMBERS PROFILE? Photo by Flickr user David Defoe
  35. 35. 5. Dewar’s Profiles • Legacy of ad campaign for Dewar‘s Scotch Whisky • Borrowed by other campaigns: Amex, MasterCard's ―Priceless,‖ etc. • Good for multiple subjects who are part of a larger story • Good for well-known people you need to profile again • Formatting is tight; reporting is deep • Choice of prompts essential
  36. 36. • • • • • • • • • • Name Age Job Family Most important accomplishment Best adventure Personality Dream Quote Scotch: Dewar‘s
  37. 37. Brew-pub wars • Three master beermeisters are operating microbrew pubs in your community. Each has its own personality. • WHAT PROMPTS WOULD YOU USE TO DO DEWAR‘S PROFILES OF EACH?
  38. 38. Homework 1. Read: “Inside 23andMe Founder Anne Wojcicki’s $99 DNA Revolution.” Answer one of three questions. 2. Read: “Refugee tries to lock up a two-wheel lifeline.” Answer one of three questions. Please email your answers to: Cassandra.Nicholson@businessjournalism.org by 11:59 ET tonight, Feb. 6.
  39. 39. Questions? banaszynskij@missouri.edu Twitter: @jacquib Slides, video, handouts, homework at: http://bit.ly/profiles2014 Photo by Flickr user Xurble
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