This document summarizes a presentation about writing a business column for a local newspaper. It discusses how the presenter, Dr. Don Daake, began writing an occasional article for the Kankakee Daily Journal's business magazine in 2005. This evolved into a weekly column in the newspaper's business section, reaching over 23,000 readers. The presentation outlines the benefits of this experience for the community, newspaper, readers, and university. It provides tips for other professors interested in writing for local media, such as establishing relationships with reporters and inviting them to events. The goal is to bridge the gap between academic research and real-world application by disseminating ideas to thousands of local readers.
Cbfa writing for paper 2014 edition final october 6
1. “WRITING FOR THE LOCAL BUSINESS COMMUNITY: A
CASE STUDY ON HOW TO GET THOUSANDS OF PEOPLE
TO READ YOUR WORK BY WRITING FOR A
LOCAL/REGIONAL NEWSPAPER”
A FIVE YEAR TRACK RECORD- LESSONS LEARNED
Dr. Don Daake
Olivet Nazarene University
2. In Vancouver, B.C. at CBFA 2012…
A brief conversational encounter……
about Research & Publication
4. I felt a little like “Professor”
Harold Hill of the Music Man
What do talk, walk da ya talk; what da ya talk..
I felt like I was being labeled as …
when it comes to scholarship….
“He doesn’t know the territory!”
5. An Overview of Session
• Traces 5 five year process of developing working
relationship with a local/regional daily newspaper-the
Kankakee Daily Journal
• Began with Don Daake & Ed Piatt writing an occasional
article (about 20 articles, per year, combined), in the Daily
Journal’s monthly business magazine B2B
• Has evolved into a weekly column in the business section.
The paper is a mid-size publication, with a circulation of
over 23,000 copies and 50,000 potential readers.
6. An Overview
• Opportunity to share a wide variety of practical yet academically sound,
business-related ideas with thousands of people each week is a
substantial privilege.
• Initially written in conjunction with Edward Piatt – co-authored
approximately 120 articles together over 2 ½ years a potential
readership of 6.0 million readers (in marketing parlance- gross
impressions).
• Since November 2011- October 2014- Bi-weekly column – written
additional 75 articles with potential of 3.75 million readers
• Purpose today is to provide a road map of how university business
professors can significantly expand their influence by writing for their
community
7. Its about impact!
• Sudden impact…
well not that kind
• But widespread and significant cumulative
impact over time!
12. LITERATURE REVIEW
GAP BETWEEN THEORY &
APPLICATION
ACROSS THE LAST THIRTY YEARS, THE ACADEMY OF MANAGEMENT HAVE
STRUGGLED WITH THE BALANCE BETWEEN DOING BASIC RESEARCH AND
APPLIED RESEARCH AND WRITING THAT CAN BE UTILIZED BY PRACTITIONERS.
13.
14. Concern in the Academy has been
long-standing but Cyclical
• 1908, Henri Fayol asked, “Is there a better
way to learn to manage other than by
experience?”
• Raelin (2007) argues that “by merging theory
and practice we will end up with better
theory, better practice, and better learning
that will prepare us for both”.
15. Concern about this problem
widespread
• The literature reveals concern regarding the gap
that exists between theory and application (Starkey
& Madan, 2001; Van de Ven & Johnson, 2006;
Vermeulen, 2005; Aram & Salipante, 2003;
Anderson et al., 2004; Rynes, Bartunek, & Daft,
2001; Salipante & Aram, 2003; Baldridge, Floyd, &
Markoczy, 2004)
16. Cyclic concern about this problem
• Former AOM President Cummings says that
forging closer links between research and
practice is key
17. Who is playing this game?
• Two key players (often opposing teams)
researchers VS business practitioners
• They aren’t speaking to each other. Why not?
– The purpose of research (general vs. specific)
– The nature of management research (messy!)
– The nature of knowledge (explicit, tacit)
18. Build a bridge…and get over it!
• Strengthen the LINKS connecting the two main
players
• Favorite LINKS:
– Scholarly papers & journals
– Academic conferences
– University classrooms & textbooks
– Trade publications & professional newsletters
– National, regional, and local newspapers !!!
19. Most of us in our types of
institutions don’t spend our lives
in research, but we can provide
an important service to our
communities by taking the ideas
“to the streets” by writing
careful, thought-provoking
communications.
20. So where does that leave us
• Those of us who have published in peer-
reviewed journals, understand the
importance of writing.
• Academic scholarship is difficult and very
time consuming. Most of us don’t have the
time or resources to publish in tier one or tier
two journals; however, we still do have
important ideas to communicate.
21. So where does that leave us
• Even if we are fortunate enough to publish in
journals (which require, in some cases, years
of work) the work is only read by a few
hundred or at best a few thousand people.
• For example, the premiere Academy of
Management Journal, considered one of the
top five academic business journals in the
world, has a circulation of only 18,100.
22. Actually it may be more
dismal than that!!!
• The Smithsonian Magazine has reported
some rather stunning conclusions about
readership of academic articles. While it may
a bit deflating to those of us who labor in the
academic peer-reviewed world, here are few
keys points. One estimate indicates there are
about 1.8 million articles published each year
in approximately 28,000 journals.
23. Actually it may be more
dismal than that!!!
• Of those papers, half of them are read only
by their authors and journal editors. A 2007
study contends that 90 percent of papers
published are NEVER cited. According to the
2007 study in some cases academia’s
incentive structure may make it better to
publish something rather than nothing, even
if that something “is only read by you and
your reviewers.”
24. Actually it may be more
dismal than that!!!
• As more journals come online, the articles
referenced are more recent, and fewer
journals and articles are cited.
• Source: www.smithsonianmag.com/smart-
news/half-academic-studies-are-never-read-
more-three-people-
180950222/#ZlMySP1BCFUhyXa2.99
26. While no comparison to peer
reviewed journals…
• So many writers in newspaper have to do,
writing at a “dumbed- down” level
• Tend to focus on the negative in our
communities
29. By writing a newspaper column
• We integrate cutting-edge writing and research in a positive
helpful fashion.
• And it actually gets read and adds value to the newspaper
and the community.
• We have the chance to introduce current cutting edge ideas
as well as the ideas of classic thinkers such as Porter, Kanter,
Eisenhardt, Kotter, Goleman, Simon, Collins, Mintzberg, and
several other prominent seminal thinkers to our readers.
30. Increasing opportunity to integrate
scripture and Christian ideals..
• It comes naturally & it is appreciated by
readers
• Fits our mission and my mission
• For many readers probably the only time
they are exposed to scripture- so never done
heavy handed.
31. Increasing opportunity to integrate
scripture and Christian ideals..
• Remember Kurt Lewin’s “Nothing is so
practical as good theory”
• For us nothing is so common sense in
management as the scripture!
32. Benefits to Multiple Stakeholder Groups
• Cultivating a close relationship
with local media, can yield
important benefits for multiple
stakeholder groups.
• The Community
• The Newspaper
• Our Readers
• Our Students
• University
• For Us Too!
33. Engaging in public outreach allows us to
give back to our community
Community in transition
Many small business owners
with limited resources
Growing professional
community
Write about wide variety of
topics
34. Writing for local media shows our students
that we not only expect them to write but that
we do the same
• I WANT TO YELL THIS!! We
expect our students to write-
we should too.
• Articles serve as real-life real
time points for discussions.
• We are able to somewhat
“enact” our environment as
Karl Weick would say
35. Newspapers are in a crisis
• The State of the Newspaper Media 2013:
• Cutbacks in 2012 had the industry down 30
per cent since its peak in 2000
• Below 40,000 full-time professionals for the
first time since 1978.”
• “Decline of US newspapers continues unabated (2013, Apr 04). Source: Gulf News
Retrieved from http://search.proquest.com/docview/1323115073.
36. 1 Papers are needing to
find a new voice
2 Local columnists help
retain base
3 Frankly - cost cutting device
according to Ken Munjoy
Many papers are moving away from
regional/national coverage to more local
37. Publishing locally opens opportunities
for us to speak at public functions
• Service clubs
• Professional Groups
• This opens more opportunities for our
students
38. Interacting with local organizations via local
media provides visibility and opportunities for
student internships and job opportunities
39. Synthesizing theory and practice increases
credibility for our professors and the
institution
• Other local columnist are much more focused
on stories and anecdotes
• Also increases credibility for the paper
40. It is our goal to make our writing
both enlightened &proactive
• New ideas
• Old ideas recast
• Not talking down to our readers
• But yet make assessable to broad base of
readers
• So we write within a appropriate “Band
Width”
44. But at times we feel like prophets not
accepted in our own country
• Lots of feedback from community
• Much less from our colleagues
• But hey you deal with academics and maybe
you’ll agree for some professors their
opening position is…….
• http://www.youtube.com/watch?v=29E6GbYdB1c&
46. We (Piatt & Daake) each started out
writing a monthly or bi- monthly for
Illinois Business To Business (B2B)
• Limited circulation of about 4000
• Very difficult to get enough ideas
• Eventually B2B was expanded to Will County and then
closed
• Transferred to a monthly column in the newspaper
• But at that point we hand contacts and experience
• Were urged to write “McDonald’s conversation” 500
word column
48. We wanted to call the column
The Village Idiots
• In deference to the Motley Fools
• “Stamping out idiocy one article at a time”
• The Village Idiots (ultimately led to website-
• http://www.viassociates.org/
• Well it is closed down now.
53. Ideas- they are every where!!
• Books- for me Audible
• Articles
• Songs
• Life!!
• TV, radio and movies
• Your pets
54. Latest article-What have you done for
me lately?
• Time Management Literature
• Zig Ziglar’s famous maxim calls “Don’t be a wondering generally rather
than meaningful specifics.”
• Angel Chernoff at http://www.marcandangel.com/
• “What does it profit, my brethren, if someone says he has faith but does
not have works? Can faith save him? … But someone will say, You have
faith, and I have works. Show me your faith without your works, and I
will show you my faith by my works.” (James 14 & 18 — NKJV version).
• And even Larry says… Git-R-DONE!!
57. Wordsmithing does not
work as a duet!
• At one point one of us told the other to go
down the hall and come back in 30 minutes
• From that point on we decided to do a
Primary/Secondary author approach
58. Conversation with Mr. Munjoy, GM of Journal
Gave Us New Direction
• His advice…
• “tell them what you want to tell, why it is
important to them, why they should care, and
then summarize what you have just told them.”
59. A New Step Forward-
• In mid-summer 2010 decision – it would be helpful
and raise our credibility to bring in an occasional third
guest author.
• We asked Kathleen Mays of East Texas Baptist
University to join the writing team and participate 4-5
times a year.
• This gave us fresh ideas, e.g. management lessons
from the movies.
• Her articles have been well-received, and we put a
local spin to the article to meet our mandate.
• Since then I have used about 7 or 8 co-authors
60. Why do it?
• Personal desire to connect theory & practice
• Unique opportunity – something to offer
• Fun to write
• It “counts” as faculty development and/or
scholarship
• Local celebrity status
61. Tips for you if you want to do this in
your community
• First establish a track record with reporters
– Respond FAST
63. Work for "Free"
• The payoff is incredibility profitable in terms
of more and more connections
• Allows me to publish to my Blog
• www.daakecomments.wordpress.com
65. Invite media people to your classes
• Marketing, Advertising, Journalism, Strategy
and many more
• They liked being asked. We are learning the
fine art of doing a favor by asking for a
favor
66. Be choosy who you let write with you
• Keep the CRAZY ONES IN THE CLOSET!!
67. Guests co-writers…
• Have co-written or will in the future with
• DBA students, graduates
• Bankers
• Health Care CEO
• IT Entrepreneur
• Psychologist
• Geographer
68. In the end I consider this opportunity
a sacred trust…
• My “congregation” every two weeks is from
5-10 times the size of the largest church in
Kankakee…
• It may be the most important thing I do in my
job!
69. How about you ….?
• I’m always looking for co-authors!
• If you are interested take one of the sheets
with my business card and send me a note..
• Looking for another 5-10 co-authors for 2015
• Please feel free to freely borrow the articles
from my blog
• www.daakecomments.wordpress.com
72. In many ways I consider this a
privilege and a sacred trust…
• James 1:5 If any of you lacks wisdom, you
should ask God, who gives generously to all
without finding fault, and it will be given to
you.
73. In conclusion….
• If you proceed down
this path…
• You will find it
immensely rewarding
for you, your students,
your university and the
community.
74.
75. DISCUSSION & QUESTIONS?
IF YOU WOULD LIKE A COPY OF THE POWER
POINT PRESENTATION YOU CAN E-MAIL ME @
DDAAKE@OLIVET.EDU
OR FIND IT ON WWW.SLIDESHARE.NET