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Take A New Look At Insight: Think like a..... journalist

Welcome to this new 'take a new look series', which looks at how other professions can teach us some valuable lessons.
 
In insight, it’s too easy to think that our role just involves research and analysis. However, we’re not the only people who deal with information on a daily basis – so we really should learn from others who are in a similar position. For instance, take the example of journalists. They’re not always the most respected people and are often seen as not really dealing with the truth. But that viewpoint risks tainting the whole profession just because of the underhand actions of a few tabloid hacks.
 
Most journalists in respected branches of the media – such as the Economist, the BBC, the Financial Times or the Guardian – are hard-working professionals. They are actually experts at the type of work at which we should also excel. Here are some examples of how their work can help us to become more effective:
 
Starting with a plan. The key starting point for any type of document is a logical structure. This will attract the reader and encourage them to read on. A strong start and end are particularly important as research has shown that these are the parts that most people will check to see if it is worth reading any further. So, make sure that you at least summarise your key findings early on. Then, even if someone reads no further, they will still have seen the main messages.
 
Finding an angle. If the topic is boring, journalists won’t write about it because people won’t be interested in it. So, avoid boring topics! In insight, we need to focus on what really matters to the business and to the individuals that have to make things happen. For most businesses, money is the most vital topic. In contrast, most individuals are interested in KPIs – they like information that will help them to meet their targets.
 
Producing a headline. A headline is the first thing that the reader sees – so it must really grab their attention. A good use of sub-headings will then guide the reader through the main points of the article so that they understand it. In fact, you should be able to get an idea of the key messages from just the headline and the sub-heads.
 
Keeping it short but sweet. Precis (the art of summarising a lot of information) used to be taught in schools, but is rapidly becoming a lost art. However, it is still a key part of the journalist’s armoury. Once they’ve investigated a topic, they will often have to condense a large amount of evidence into an easily digestible report. Try it yourself on something you’ve written – could you shorten it to, say, a half of its current length without losing the key messages?
 
Making it readable. This is another essential skill required by good journalists – if people can’t understand what they write, their newspapers won’t sell (and they’ll be out of a job!). Readability is all about simplicity. In reports, as in newspapers, use simple words, simple sentences and simple paragraphs. Unnecessary jargon, long words and complex ideas don’t show that you are clever – they just put off your readers!
 
So, put on your journalist’s hat and ask yourself if the output you produce meets the above tests. And next time you read a paper, look at what works and why. You should learn something helpful…
 
Check out our Impact Writing course, a hands-on course, which will give you more pointers and practise in writing simply and well, like a good journalist.
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