You will recall that just over a week ago, the Republic featured a lead story that claimed Betsey Bayless's credentials were being "scrutinized" in the wake of a nine month old audit. As it turns out the only ones scrutinizing Bayless's credentials were the reporter and her editor, and that "scrutiny" appears to be in retaliation for Bayless's assertion that federal law prohibits her from releasing the full audit report. I wrote about the story here.
New details about the reporter's tactics are emerging and I think it's important to follow up--not on the assumption that you care about a week-old Betsey Bayless story, but because this story is a great case study on the power of a motivated reporter and a willing editor to create and ultimately manipulate the news.
A common misconception is that reporters simply "report the news." Sometimes that true. Sports writers for example report the news, but political reporters often "create" the news. Let me show you how it works. The first trick is pretty common and not necessarily unethical. It's simply more efficient. The second two tricks are more problematic and they are on full display in the Bayless article.
Quote Guiding
One of the best ways for a reporter to create news is to call a source and say for example. "I'm working on a story about the redistricting initiative. It seems to me that the lack of competitive districts has made the legislature much more partisan. What do you think?"
The source is often a lobbyist who is quite happy to show his clients that his name is in the paper. I'm not saying that the source doesn't believe the quote, but I am saying that if the reporter had simply asked "what do you think of the redistricting initiative?" the answer might not have fit as neatly into the reporter's theme for the article. Quote Guiding is a much more efficient way to write a story than asking half a dozen sources to simply provide their thoughts.
Quote Shopping
Far more pernicious is the technique of Quote Shopping. Sometimes the scope of the article is too narrow for the Reporter to use one of her usual sources, so she has to find a source with special knowledge about the story. Then she has to keep asking questions until the source either stumbles on her theme or otherwise gives her something she can use. The reporter has an advantage because if a source doesn't contribute to the theme, then the reporter isn't obligated to use any of the quotes.
Quote shopping was one of the techniques used in the Bayless article. We know that because one of the dumped sources wrote a letter to the Republic. The paper printed the letter, but they buried it as a My Turn column...in the Central Phoenix Zone. Even worse than the obscure placement is the fact that the My Turn columns don't get posted in AzCentral or the Archives.
The quote is from the MIHS Chairman of Pediatrics Kote Chundu. Here's entire letter.
I am personally very disappointed that Yvonne Wingett wasted my time (time away from patients) to interview me for 40 minutes about the status of MIHS, and Bayless leadership, and did not include one word from our interview. When your reporter interviewed me for this story about Ms. Bayless, I had nothing but praise to say. Predictably, none of my comments made into your paper.
Golly, Dr. Chundu is the Chairman of Pediatrics at the very hospital that Bayless runs. It seems like his opinion about her qualifications would be an important part of a story on Bayless's qualifications. But everything he said was positive...and none of the 40-minute conversation made it into the article. Obviously the information he gave was relevant, but it simply didn't fit into the reporter's theme.
Very few sources are as disciplined as Dr. Chundu. He managed to remain positive for the entire 40 minutes--leaving Yvonne Wingett with nothing to use. Most sources aren't that consistent; that's why the next trick is so powerful.
Quote Gaming
There are a lot of things a reporter can do in order to play games with the quote. They can: use a partial quote, use a quote out of context, or combine a neutral quote with a negative introduction to leave the impression that the source is being critical.
Here's a great example of quote gaming from the Bayless article.
Typical candidates would have risen through the hospital ranks, possibly as an assistant administrator or a chief operating officer of a similar-size or larger hospital, they said. The candidates also would have good grounding in quality care and patient safety.
"The fact that they know the operation makes it easier to supervisor the people, said Larry Tyler, a recruiter of the executive health-care firm Tyler & Company. "You've got all kinds of regulations and requirements, unusual financing. You've got the relationship with the medical staff. It's not a trend, but it happens."
Notice that the Tyler quote is being used to reinforce the earlier paragraph that the reporter wrote? Larry Tyler is unhappy with the juxtaposition. I have a copy of a letter to the editor that he wrote in response to the article. I can't find any indication that the Republic published the letter.
With regard to your April 6, 2008 article on the Maricopa Integrated Health System, I am quoted as stating that it is unusual for a CEO of a health system to not have hospital operations experience. That quote is correct as far as it goes. I went on to explain to your reporter that there are still exceptions to the rule and gave her at least six examples of successful hospital systems that have been led or are currently led by individuals without that type of experience. I noted that most often these individuals previously served on the Board or had some connection with the organization and that their success was achieved by surrounding themselves with other executives who could complement them when they lacked either experience or skills. Those clarifying remarks were omitted, therefore it left the reader with the impression that the current Maricopa CEO, Betsy Bayless, was somehow unqualified for the position.
Ouch! The Republic is totally busted. Dr. Chundu was relentlessly positive and despite being interviewed for 40 minutes, wasn't quoted. Larry Tyler was quoted correctly, but the positive side of the quote wasn't used and the placement made his neutral quote look critical. And the Republic still can't point to anyone who is "scrutinizing" Bayless's credentials.
These techniques have been used since the days of William Randolph Hearst. In the past, Dr. Chundu's letter would have remained buried. Mr. Tyler's letter would never have been printed and the reader would have, understandably, been left with the impression that someone was actually questioning Bayless' qualifications.
But it's a new world. With the blogs, spurned sources have an outlet and readers have a source of alternative information. Increasingly, they don't even bother with the legacy media. After all, why read the paper and then check to blogs to find the real story? Why not just start with the blogs? Increasingly that's what they are doing.
By the way. Gannett's stock hit another 10 year low last week.
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