Linda Austin presents "Localizing National and International Business Stories," part of the free, daylong workshop, "Uncovering the Best Local Businesses," which is geared toward community and local journalists on a budget. For more information about free training for business journalists, please visit businessjournalism.org.

1. Localizing Business Stories
1
Photo by Flickr user p22earl

2. Linda
Austin
•
Execu&ve
director,
Donald
W.
Reynolds
Na0onal
Center
for
Business
Journalism
• Former
editor,
Lexington
(Ky.)
Herald-­‐Leader
• Former
execu&ve
editor,
The
News-­‐Sen6nel,
Fort
Wayne,
Ind.
• Former
managing
editor,
News
&
Record,
Greensboro,
N.C.
• Business
editor,
The
Philadelphia
Inquirer
2

3. How often do you localize a
national or international story?
A. Rarely
B. Occasionally
C. Frequently
Photo by Flickr user kojotomoto
3

4. What was the last story you
localized?
•
How did you get onto the story?
• Where did you find sources?
• How did it turn out?
4
Photo by Flickr user Colin_K

5. New York
Times:
wind firms
benefit from
tax credit
http://www.nytimes.com/
2013/03/22/business/
energy-environment/a-tax-
credits-renewal-lifts-wind-
projects.html 5

6. NWAonline: local wind firms
http://www.nwaonline.com/news/2013/mar/22/wind-firms-seek-clarity-
irs-20130322/?business 6

7. White House: sequester in
Arkansas
http://www.whitehouse.gov/sites/default/files/docs/sequester-
factsheets/Arkansas.pdf 7

8. KARK 4: sequester in Arkansas
http://arkansasmatters.com/fulltext?nxd_id=647102
8

9. What you will learn
ü Why to localize
business stories
ü Where to find ideas
ü When to localize
business stories
ü How to localize
business stories
using a simple tool
called the
stakeholder wheel
By Flickr user dok1
9

10. Why localize business stories?
1. Fresh and enterprising
10

11. Example: Localizing the Japanese
tsunami
hLp://www.lasvegassun.com/news/2011/mar/16/tsunamis-­‐ripples-­‐could-­‐reach-­‐nevada/
11

12. Why localize business stories?
2. Draws and engages audiences
12

13. Example: Localizing the
foreclosure crisis
hLp://www.azcentral.com/community/scoLsdale/ar0cles/
13
2012/03/19/20120319arizona-­‐animal-­‐rescues-­‐face-­‐growing-­‐need-­‐foster-­‐
owners.html

14. Why localize business stories?
Photo by Flickr user p22earl
3. Relevant
14

15. Example: Localizing the black
farmers settlement
2011
hLp://www.cnn.com/2011/10/28/us/black-­‐farmers/index.html?iref=allsearch
15

16. Example: Localizing the black
farmers settlement
2013
hLp://www.usatoday.com/
story/news/na0on/2013/03/15/
black-­‐farmers-­‐seLlement-­‐
money/1991735/
16

17. Tips from Melissa Preddy
http://businessjournalism.org/author/mpreddy/
17

18. Tips from Melissa Preddy
http://bit.ly/blackfarmers 18

19. Tips from Melissa Preddy
• The
official
website
for
the
seLlement:
hLps://www.blackfarmercase.com/
• Has
list
of
law
firms
represen0ng
clients
19

20. Another tip: trade groups
• The
Black
Farmers
and
Agriculturalists
Associa0on:
hLp://www.bfaa-­‐us.org/index.html
• Na0onal
Black
Farmers
Associa0on:
hLp://www.blackfarmers.org/
20

21. Another tip: finding trade groups
• American
Society
of
Associa0on
Execu0ves
search:
hLp://www.asaecenter.org/Community/
Directories/Associa0onSearch.cfm
21

22. Another tip: finding trade groups
• The
Federa0on
of
Interna0onal
Trade
Associa0ons
hLp://fita.org/members_dir.html
22

23. Where to find ideas:
1. What you see
23

24. Where to find ideas:
2. What you see in national media
http://nyti.ms/NYTcandy 24

25. Where to find ideas:
3. What you read in releases, reports
25
hLp://www.ers.usda.gov/publica0ons/err53/err53.pdf

26. Example: Localizing agritourism
http://www.azcentral.com/business/articles/2012/02/02/20120202yuma-
26
arizona-agritourism.html

27. When to localize?
1. Stories
that impact
your
audience
http://www.sltrib.com/sltrib/money/53658159-79/service-verizon-per-
27
wireless.html.csp

28. When to localize?
1. Stories
that impact
your
audience
http://bit.ly/ZGqINh 28

29. When to localize?
1. Stories
that
impact
your
audience.
LPL
Financial
website
http://lplfinancial.lpl.com/
find_an_lpl_financial_advisor.ht 29
m

30. When to localize?
1. Stories
that
impact
your
audience.
Arkansas
Securities
Department
http://www.nasaa.org/
about-us/contact-us/
contact-your-regulator/ 30

31. When to localize?
1. Stories
that
impact
your
audience.
FINRA
Broker-
Check
http://www.finra.org/
Investors/
31
ToolsCalculators/
BrokerCheck/

32. When to localize?
1. Stories that impact your audience.
Securities and Exchange Commission
Investment Adviser Public Disclosure
32
http://www.adviserinfo.sec.gov/IAPD/Content/Search/iapd_Search.aspx

33. When to localize?
2. People in
town are
talking
about it
http://businessjournalism.org/2011/10/26/hunting-season-ushers-
in-whole-new-business-beat/
33

34. When to localize?
3. You
can bring
some-
thing
special to
the
coverage
http://www.startribune.com/projects/96995289.html
34

35. How to localize:
Stakeholders wheel
HUB = News
SPOKES =
Primary
stakeholders
RIM =
Secondary
stakeholders
Credit: Jacqui Banaszynski
35
By Flickr user dok1

36. Example: Who are the stakeholders?
Primary (spokes)
• Governments
(state, national,
foreign)
• Beef ranchers
• Consumers
Secondary (rim)
• Lobbyists
• Meat processors
• Food distributors
• Butchers
• Grocery stores
• Restaurants
• Health inspectors
• Chicken, hog
farmers
• Schools
36
Credit: Jacqui Banaszynski

37. Exercise: Localizing gas prices
hLp://abcnews.go.com/GMA/video/gas-­‐prices-­‐force-­‐drivers-­‐extreme-­‐measures-­‐crazy-­‐
lengths-­‐save-­‐money-­‐travel-­‐costs-­‐fuel-­‐oil-­‐13457953
37

38. Stakeholders wheel
HUB = News
SPOKES =
Primary
stakeholders
RIM =
Secondary
stakeholders
Credit: Jacqui Banaszynski
38
By Flickr user dok1

39. Gas: who are the stakeholders?
hLp://www.wcmessenger.com/2011/business/looking-for-a-better-way/
39

40. Gas: who are the stakeholders?
http://www.huffingtonpost.com/2012/02/23/super-commuters-on-the-
40
rise_n_1296488.html

41. Gas: who are the stakeholders?
http://www.azcentral.com/arizonarepublic/news/articles/
2012/03/07/20120307business-gas-prices-handle.html 41

42. Gas: who are the stakeholders?
http://www.salemnews.com/business/x928075761/Rising-gas-prices-eat-up-
service-station-owners-profits 42

43. Gas: who are the stakeholders?
• “Yiannis Melidis, co-owner of Pegasus Restaurant &
Taverna, at 130 S. Halsted St. in Chicago, said fuel
surcharges on such services as seafood delivery and
garbage pickup have boosted the cost of running his
business by 3 to 4 percent. Pegasus is absorbing those
costs, but to keep profit margins from shrinking it has been
cutting employees' hours. A waiter who had worked 32 to
36 hours a week, for example, now works 28 to 30 hours a
week.” – Chicago Tribune, March 7, 2011
43

44. Gas: who are the stakeholders?
http://www.tri-cityherald.com/2012/03/26/1879532/fuel-fertilizer-prices-
44
perplex.html

45. Gas: who are the stakeholders?
Photo by Flickr user
lincolnearthday
hLp://www.tampabay.com/news/business/autos/amid-­‐rising-­‐oil-­‐prices-­‐makers-­‐of-­‐corn-­‐
45
based-­‐ethanol-­‐crank-­‐up-­‐output/1155854

46. Gas: who are the stakeholders?
hLp://www.kentucky.com/2011/05/29/1756592/cumberland-­‐marinas-­‐hope-­‐gas-­‐
46
prices.html#storylink=misearch

47. Gas: who are the stakeholders?
By Flickr user Linus Henning
http://www.tdtnews.com/index/news/show/85550?title=Rising+gas
+prices+affect+city+budget 47

48. Gas: who are the stakeholders?
http://cronkitenewsonline.com/2011/03/increased-gas-prices-may-impact-
48
food-pantries-outreach/

49. What you learned
ü Why to localize
business stories
ü Where to find
ideas
ü When to localize
business stories
ü How to localize
business stories
using the
stakeholder
wheel:
o Hub =news
o Spokes =primary
stakeholders
o Rim =secondary
stakeholders 49
By Flickr user dok1

50. Linda
Austin
•
Execu&ve
director,
Donald
W.
Reynolds
Na0onal
Center
for
Business
Journalism
Linda.aus0n@businessjournalism.org
@LindaAus0n_
602-­‐496-­‐9187
BusinessJournalism.org
@bizjournalism
50

51. Tips from Melissa Preddy
http://businessjournalism.org/author/mpreddy/
51
http://bit.ly/MelissaPreddyRSS

52. Handouts, slides, video
http://bit.ly/self-guided-training 52

53. Upcoming free training
http://bit.ly/bizjtraining 53