Take responsibility for your words

Sometimes journalists might find some value in playing "good cop, bad cop." But usually you build credibility by taking responsibility for what you say, whether you're an editor dealing with reporters or a reporter dealing with sources.

This advice was prompted by an editor who wrote me asking how to deal with some reporters:

"We have a couple of reporters who have a habit when interviewing that just drives me crazy. I listen to them on the phone talking to people and they have an annoying habit of starting out: 'My editor wants me to do this ...' or 'My editor asked me to call you' or 'My editor says I have to ...'

"This makes me crazy on a number of fronts. I think it demonstrates a lack of confidence on the part of the reporter; insecurity even. It shows, I think, a lack of respect for and belief in the task at hand. They aren't doing something because an editor asked them to (although sometimes technically they are), but because it's a story, dammit."

As I noted above, editors do the same thing sometimes, deflecting responsibility for the unpopular decisions they have to carry out by blaming higher editors, the publisher or the distant corporate bosses.

In either situation, you can find circumstances where you could justify playing the "good cop," building rapport with the source or reporter by letting someone else play the heavy.

For instance, when I was fighting a source for the check after lunch, I would cite journalism ethics or my editors. Of course, the real reason I wanted to pay my way was my own sense of ethics. I didn't want to owe the source anything or give the appearance - to the source or anyone else - that the source was buying favorable treatment in a story by buying me lunch. But of course if I explain that, a source who's just being generous could rightly take offense. Or a source who is trying to buy favorable treatment could feign offense. So I might cite journalism ethics and good-naturedly say something like, "You don't want to get me fired, do you?" So the editors and the rules become the bad cop that won't let me accept the generosity and we split the check.

But if I'm asking tough questions, why would I lay responsibility for those questions off on my editors? I want the source to know that I am asking the tough questions. The source may not appreciate the questions but that uncomfortable exchange helps build respect and credibility. If I tell the source my editors are responsible, I can't complain later if the source decides later to deal directly with the editor, in complaining about my story or offering story tips. I've told this source I'm just a messenger.

This is at least as important, if not more so, for editors making unpopular demands of their reporters (or other staff members). If you deflect responsibility to the company or a higher editor, you are telling your reporters that you're not really a manager, just a flunky. So don't complain later if your reporters don't take you seriously or if they want to go around you to the editor who's really making the decisions.

Every reporter or editor has to do some stories or carry out some decisions when you lack enthusiasm. But we choose where we work. As my editor correspondent noted, if you don't own your words, it reflects a lack of belief in your job. If you don't believe in your job, find a new one. If you do believe in your job, show it in your words.

If you want to bring an unseen ally into the conversation with the source (or with the reporter, if you're an editor), invoke the reader, not your higher-ups. Tell the source that your readers are entitled to know or would be interested to learn the answer to your question. Tell the reporter that readers will want to understand how the story affects them.

Take responsibility for the questions you ask and the decisions you carry out. That's an important part of building respect and credibility.