Meghann Farnsworth, senior manager for distribution and online engagement at the Center for Investigative Reporting, gave advice on how to distribute content through partner organisations. CIR’s goal is not to be a major destination site in itself, but to produce investigative pieces that are also used by other news outlets.
- When you have an idea for a story, before you even start the main research, think about how it should be produced – text, video, other multimedia – based on the impact that you hope to have. “You will save yourself a lot of time,” she said.
- It can be hard to get partners to pay for exclusives, so if you have a statewide story, think about how to tailor the same story for multiple local publications.
- Don’t just think about one-shots – if you have good data, think about whether you can obtain enough to produce regular data features for news organisations who don’t have the capacity for data reporting. Always think about how you can package content together.
- Get to know your partners, including individual editors and reporters, and get to know what they are looking for
- Remember that you don’t always have to sell to the biggest publication. Sometimes having a higher impact on fewer people can be more effective than a smaller impact on many.