Process Journalism

Source.

The other money quote from Damon is also misleading and was taken out of context:

That drive to compete with the so-called mainstream media is what’s behind his strategy. He doesn’t have the luxury of a large staff to confirm everything, so he competes where he has the advantage. “Getting it right is expensive,” he says. “Getting it first is cheap.”

Note the break between “Getting it right is expensive” and “Getting it first is cheap.” The break is there because there were paragraphs of dialog between them. Damon saw a way to slap them together to make us look bad. He did that because it fit his original thesis, which he had formed prior to talking to us.

The Real Story

The real story is what I said between those two sentence fragments, and it’s that stuff that makes all the difference. I talked to Damon about how stories evolve on our blog. How it can start with a rumor, which we may post if we find it credible and/or it’s being so widely circulated that the fact of the rumor’s existence is newsworthy in itself. But then we evolve a post to get to the truth.

Jeff Jarvis calls this Product v. process journalism: The myth of perfection v. beta culture in a post today. His arguments deserve to be fleshed out into an entire book.

We don’t believe that readers need to be presented with a sausage all the time. Sometimes it’s both entertaining and informative to see that sausage being made, too. The key is to be transparent at all times. If we post something we think is rough, we say so. If we think it’s absolutely true, we signal that, too, while protecting our sources.

A good example of this is another Twitter story we wrote, this time about Google. in Sources: Google In Talks To Acquire Twitter (Updated) we wrote, based on a solid source, that Google was in late stage talks to acquire Twitter. The post itself brought out other sources who disputed that the talks were in late stage. Within minutes after posting we had updated the text, adding “Yet another source says the acquisition discussions are still fairly early stage, and the two companies are also considering working together on a Google real time search engine. But discussions between the companies are confirmed.”

That update is 100% correct. Google was in talks over a data deal, and there were discussions of an acquisition. Our original source got his information from a Google employee. We have subsequently confirmed that a Google employee did in fact tell him that they were in late stage acquisition discussions with Twitter, because he believed it to be true. There was some internal miscommunication about the discussions.

But anyway, media outlets like the NYTimes think that having to update a story is a sign of weakness. I believe the opposite, that it’s a sign of transparency and a promise to our readers to continue to give them the best information we have. Corrections and updates are made constantly to big news posts.

Some people ask why we don’t just wait until we have the whole story before posting. That’s where the cheap/expensive quote above comes in. The fact is that we sometimes can’t get to the end story without going through this process. CEOs don’t always take our calls when we’re asking about speculative rumors. But when a story is up and posted, it’s amazing how many people come out of the woodwork to give us additional information.

It’s that iterative process, which Jarvis nails completely, that I was trying to guide Damon to. He can like it or hate it, but it works. And readers love it. The only people who don’t like it are competitors who like to point out that a story was partially wrong, and that they got it right later. But the fact is that they didn’t even know there was a story to begin with. Our original post kicked off the process, and they, like us, started digging for the absolute truth.