LEADING INVESTIGATIVE

TOMORROWREPORTING INTO

KATE WALKERLEAH-MICHELLE NEBBIA

ALYSSA PRIDGENERIC SVEUM

ABLE OF CONTENTS

SITUATION ANALYSIS

OBJECTIVES

STRATEGY

TACTICS

TIMELINE

EVALUATION

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ASANA YSIS

TION

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WHAT IS INVESTIGATIVEREPORTING?

definition:

Investigative journalism is a form of journalism in which reporters deeplyinvestigate a single topic of interest often involving crime, political corruption or ascandal.

An investigative journalist may spend months or years researching and preparinga report, which often takes the form of expose.

Most investigative journalism is done by newspapers, wire services andfreelance journalists.

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THE IMPORTANCE OFINVESTIGATIVE REPORTING

“Investigative journalism benefits society by serving as a watchdog onthe activities of powerful public and private institutions that shape ourlives. In other words, the need for investigative reporting remains eventhough the capacity for performing this vital task seems to be diminishing”- Larry Kirkman and Charles Lewis

Bob Woodward and Carl Bernstein workwith the Washington Post on the WatergateScandal.

Gene Roberts, former executive editor ofThe Philadelphia Inquirer and formermanaging editor of The New York Times,has called their work, “maybe the greatestreporting effort of all time.”

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IS THERE A FUTURE FORINVESTIGATIVE JOURNALISM?

“The Internet can transmit news fasterthan any newspaper ever could. But with

fewer experienced journalists supplyingstrong reporting across a range of subjects,the quality of news may decline unless oldvalues of fairness, accuracy and enterprise

survive into the next generation.”-The NewseumWashington DC

“There will always be a group of people aband of brothers, a band of sisters, a band of

brothers and sisters working to get to the underlayer of what is going on and they will find aaway to publish or broadcast or convey what

they believe the truth to be.”- Bob Woodward

What is the industry saying about its dying art?“Most journalists lack a systematic knowledge

of the fields they investigate. Mostnewsrooms do not have the resources tohire reporters who do have expertise in the

beats they cover or to provide the time for aninvestigative reporter to do the work.”

-Brant HoustonExecutive director of Investigative Reporters

and Editors Inc.

“If the leading newspapers lose theircapacity to report and conduct inquires, theAmerican public will become even more

susceptible to the manipulations anddeceptions of those in power.”

-Michael MassingNew York Review of ZBooks

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A NEW LANDSCAPE

Political journalismorganization covering

Congress, Washingtonlobbying, and the

Presidency.

Non-profit onlinenews organization

covering Texasstate governmentand public policy

Non-profit onlineinvestigative journalismorganization coveringpublic issues inWashington D.C.

Project that is addressingthe lack of investigativejournalism in Americanmedia.

Privately and publiclyfunded non-profitnational mediaorganization.

“The nation’s oldestnonprofit investigative

news organization.”

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A project of the School of Communication atAmerican University, addressing the void in

America’s investigative journalism.

WHO WE ARETHE INVESTIGATIVE REPORTING WORKSHOP

-By conducting significant investigative journalism projects on anational and international scale.

-By researching and experimenting with new models for creatingand delivering investigative projects.

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SUGGESTED RESEARCH Potential FundingBest ways to increase donationPossibilities of payment for use of the articles from the website

Target AudienceSurveys on topics for new articles and formatDemographic research on readershipPotential journalism students

New Media and ResourcesSimilar access to JSTOR etc.Effectiveness of Facebook/Twitter pages in the non-profit sector

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OBJ I ES9

Based on our research of investigative journalism and the strategic plan forAU, we have developed three main objectives that we wish to accomplishthrough our plan.

WHERE WE ARE GOING

Increase the quality and quantity of investigative reporting ofjournalism studentsInvestigative journalism is a skill that needs to be learned and what better place fora student to learn this skill than through a working investigative reportingorganization. The Workshop can provide a hands-on learning experience forstudents and become known as the learning center for investigative reporting.

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Strengthen the relationship between AU, SOC,and the WorkshopWe feel that all three institutions share similar goals andthat they can help one another achieve these goals.

Build awareness about the WorkshopThis is crucial to bringing in more donors and partnerships for stories.

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S RA EGYY

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GETTING OUR MESSAGE OUTTHE TARGET AUDIENCE

There is a need in the media to build the future of investigative reporting. In orderto do this, our focus is on groups that are the future of the industry tomorrow andthe people helping them get there today.

Students Interested in Studying Investigative Reporting

This target includes both High School and College students who are media savvyand looking for a future in journalism. The key is to reach out to people with aninterest in the field and teaching them investigative research.

Media Outlets

Reaching out for mutually beneficial partnerships thatexpose The Workshop and its investigations to mainstreamaudiences. This will also provide a multifacetededucational experience to students participating in TheWorkshop.

Prim

ary

Seco

ndar

y

Potential Donors

An increase in funding for researchprovides The Workshop with the ability toexpand resources for further investigationsand educational opportunities.

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PREPARING INVESTIGATIVEREPORTING FOR TOMORROW

Not just anyone can be an investigative reporter. This type ofjournalism is a skill that, with the proper training, can become apowerful platform. With the journalism profession being called intoquestion, now is the time to take an active step in investing in thefuture of investigative reporting by providing young people with aplace to learn and experiment with reporting.

The Investigative Reporting Workshops is this place. Our strategyis to make The American University Investigative Reporting

Workshop the hub for learning the art of investigative reporting.

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There are two key themes that set this program apart fromother journalism schools. These are the selling points for TheWorkshop that correlate with the AU Strategic Plan :

WHY AMERICAN UNIVERSITY?POSITIONING THE WORKSHOP FOR THE FUTURE

Using the The Workshop’snon-profit business model

and connect it toWashington DC

Use of Online, multimediatraining and the

advancement of new media

TWO KEY THEMES

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ONE COMMON GOAL

The increase of personalized teaching and experiential education are prevalent themesthrough the plan. Piggy-backing off of these themes, our strategy is to tie The Workshop into

the forefront of American University’s future by using it as a tool to promote theuniversity by creating a strong center for investigative reporting.

AU AND THE WORKSHOP: A STRATEGIC APPROACHIn 2009, American University formulated a new Strategic Plan to further advance the quality of the university

for the future. In building the relationship between AU and The Workshop, this plan and The Workshop’sobjectives can work in unison to best serve AU students. The Workshop will create a distinguishing factor

for undergraduate and graduate programs by encompassing three main commitments.

“Recognized for its emphasis on personalized teaching and experiential education, the universityprovides for the direct involvement of faculty and students in the institutions and culture of the mostimportant capital city in the world “ - AU Strategic Plan

The University distinguishes itself through a broad array of undergraduate and graduate programs that stem fromthese primary commitments:• Interactive teaching providing personalized educational experiences for students in and out of the classroom• Research and creative endeavors consistent with its distinctive mission, generating new knowledge to society• Practical application of knowledge through experiential learning, taking full advantage of the resources of theWashington, D.C, metropolitan area. - AU Strategic Plan

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TRANSFORMING THE FUTUREThe AU strategic plan outlines 10 transformational goals. Of these, three directly apply to the intent of The Workshopoutlined in its proposal to the School of Communication presented by Distinguished Journalist Charles Lewis and DeanLarry Kirkman. The Workshop is being used as a tool to complete these goals while positioning itself as a non-profitinstitution committed to teaching how to use new media.

“Our students will enhance their broad education inthe arts and sciences and their expertise in major andminor fields through community-based learning and

research, professional study and experience,access to the world’s premier institutions, and

opportunities to participate in knowledge creation.”

Action Steps to complete this Goal: Support actionresearch, community-based studies, and innovativeofferings in undergraduate courses

Measures of Completion: Percentage of studentsparticipating in internships and related forms oflearning. Current performance 80% of graduatingseniors Two-year target: Increase percentage

How The Workshop AppliesTo This Goal

Provide an UnsurpassedUndergraduate Education and

Experience"Assure that strong, public-service oriented

investigative reporting not only survives, butthrives." - The Workshop’s Proposal to SOC

Our objectives of increasing the quality andquantity of investigative reporters contributes toknowledge creation not only for the students,but also to the media and those affected by thearticles.

By providing classes specifically teaching thetools of investigative reporting, The Workshopis providing the university with a means toprovide community-based studies.

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TRANSFORMING THE FUTURE

“As we attract external funding for research, nurtureour faculty’s professional growth, and maximize ourpotential through interdisciplinary work.”

Action Steps to complete the goal: Increase incentivesfor principal investigators, including new policies onreturn of indirect funds, Increase promotionalactivities focused on research, professionalcontributions, and creative activity

Measures of completion: Sponsored activity: Currentperformance: 220 proposals submitted by faculty; 110hold active wards; total dollar volume of awardsreceived, $20.7 million

“Support academic research in the area ofinvestigative journalism, with a particular

focus on the role of nonprofit institutions.”- The Workshop’s Proposal to SOC

As The Workshop builds its foundation asthe hub for learning investigativereporting, the work of students will beshowcased as promotional tools forpotential donors.

Investigative reporting can be considereda type of research. By publishing studentsarticles, we are promoting TheUniversity’s creation of communicationresearch.

How The Workshop AppliesTo This Goal

Engage the Great Ideas and Issuesof Our Time through Research,

Centers and Institutes

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TRANSFORMING THE FUTURE“Our profile will rise as we tell the story of AmericanUniversity to the world. The prominence of theprofessional leadership roles assumed by facultyand staff will highlight the caliber of the institution.Benefiting from strategic and integrated marketing,American University will build strength, boostpride, and be recognized as one of America’sbest universities.”

Action steps to Complete this goal: Develop brandcampaign to improve awareness, perception,and pride among target audiencesIncrease the visibility of AU and its faculty inlocal and national media and across print,broadcast, and digital media outlets.

Measures of completion: Total annual mediaplacement and percentage of faculty experts Currentperformance: Total annual placement, three-yearaverage, 14,000; share of placement citing facultyexperts 23% Two year target: 10% increase in totalplacement s , 10% increase in share of total citingfaculty experts.

"The Workshop will provide students withexciting new learning opportunities and

faculty with important teaching andscholarship vehicles. We expect it to be amagnet for some of the best investigativejournalists in the world… Although other

universities have created similar programs,none of them has a significant base in

Washington, DC And none has the built-inadvantages of the American University

School of Communication"- The Workshop’s Proposal to SOC

This is the connection between AU and TheWorkshop, AU will position itself as one ofAmerica’s premiere communication schoolsbecause it offers unique professional trainingwith an increasing number of publishedinvestigations by The Workshop.

How The Workshop AppliesTo This Goal

Win Recognition and Distinction

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Employ Technology to Empower Excellence

“We will build and strengthen a robust, reliable, andsecure framework of information and communicationtechnology to support our activities as a world-classuniversity. By investing in state-of-the-art technologyand planning for the future, the university will exploittechnology to … and empower users in physical andvirtual space”

Objectives: Provide a modern technology platform tosupport the teaching, learning and researchrequirements of our faculty and students

Action Steps for completion: “Leverage existinginvestment in Web 2.0, content management, andplanned digital asset management systems” TheUniversity is ready to invest in technology for the future.By placing The Workshop within the strategic plan, theycan benefit from any and all new technology that willhelp build the reputation of the program while givingstudents the opportunity to experiment with new media.

ENABLING THE TRANSFORMATION

Enhance the University Library and ResearchInfrastructure

“The library’s strengthened collection will buttress thespecific research and teaching goals of faculty, while itsimproved facilities emerge as a dynamic learning hub”

Action Steps for completion: Invest in additionalelectronic databases and publication. Acting as aresearch program, The Workshop can expand itsfunctions to create an electronic database forinvestigative reporting.

Measures: Direct investment to databases/publicationsaccess as informed by database usage statistics.Current performance: Access to 27,000 electronicjournals and 1,650 print titles; 6% of print collection usedin 2008; more than 1 million articles accessed online2008. By moving toward creating a electronic databasefunction, The Workshop will be able to capitalize on theinvestment in database collection. Students of TheWorkshop will also be able to obtain greater informationfrom the library for research purposes.

To secure effective implementation of transformational goals, the university plan outlines six enabling goals. PositioningThe Workshop at the forefront of new media teaching how to use technology in investigative reporting correlates to twoof these enabling goals.

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STRENGTHEN THE RELATIONSHIP Between AU, SOC and The Workshop

New Student Orientation and Prospective Student Day tabling

During New Student Orientation and Prospective Student Days, new andprospective students and their families will be informed about the Workshop.Information will also be provided about student opportunities within the Workshopand how students will be able to get involved. Students will also be informedabout the importance of investigative reporting, as well as the importance of TheWorkshop’s investigations to the outside world.

Library database

According to the American University StrategicPlan, the university wants to enhance the Libraryand Research infrastructure by investing inadditional electronic databases. The Workshopwill work with the American University LibrarySystem in order to launch an electronic databaseof articles written by the Workshop that studentswould be able to use for research on papers andfor general interest information. Following thelaunch, pieces completed by the Workshop will beadded.

Using our positioning strategy and connection to The University strategic plan, specific tools can beimplemented to make The Workshop a hub for investigative reporting.

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STRENGTHEN THE RELATIONSHIP Between AU, SOC and The WorkshopSpot on website

In order to capitalize fully on the relationship between American University andthe Investigative Reporting Workshop, the Workshop needs to integrate itselfinto certain parts of American University. By including a link for the Workshopon the main page of the SOC website, the Workshop gains greater exposure tothe SOC potential students and student body. People will click on the link tofind out more information, as well as to use the Workshop as a resource.

SOC Ambassadors

SOC Ambassadors will be trained to speakabout The Workshop with prospectivestudents to inform them and to allow them totake part in The Workshop when they cometo American. The Workshop will becomepart of the regular SOC AmbassadorsProgram.

InvestigativeReporting Class

SOC will launch anInvestigative Reportingclass that teaches theprocess and purpose ofInvestigative Reporting.The class would includea few guest speakersand have a curriculumthat partners with TheWorkshop to teachstudents how to be aninvestigative reporter.

Pamphlets in guidance counselors (highschool and college) offices, and AU WelcomeCenter

Pamphlets about The Workshop, its work, andstudent involvement will be available at theselocations to foster awareness and involvementabout The Workshop and its projects.

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STRENGTHEN THE RELATIONSHIP Between AU, SOC and The Workshop

"A Year in the Workshop" End of the YearShowcase

At the end of year, the Workshop will puttogether a showcase of the best and mostpopular pieces of the year. The showcasewould be sponsored by SOC. Potential donorswill also be invited to the event in order to seea sampling of the work that students areresearching. The student’s work will be used apromotion tool to bring in additional fundingand media attention about the program.

Discover the World of Communication programrun by Prof. Menke-Fish for High School students

The Discover the World of Communication programallows high school students to discover communicationin the nation's capital through an interactive hands-onapproach to learning in the field and on location.Classes are taught by SOC faculty and communicationprofessionals, and activities, guest speakers, events,and field trips are a part of the program. TheWorkshop will partner with this program to offer highschools investigative reporting experience andinformation about The Workshop.

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PROMOTING THE ART OF INVESTIGATION

“Breaking Through the Spin” Series

The Workshop will partner with the American Forum, the Newseum, and SOC to sponsor monthlypanels of speakers that relate to completed or in-progress pieces by the Workshop, garneringawareness for the issues surrounding the pieces. These panels will increase the interest ofstudents and the surrounding AU community, pushing them to ask questions about the issues andultimately read the pieces done by The Workshop. At least one of these panels will be held on-location at the Newseum.

Create Wikipedia Page

The Workshop will launch a Wikipedia Page so that when it is googled the Wikipedia page will pop up. Generally,people go to a Wikipedia page before they go to a website to find out basic information about an organization.

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PROMOTING THE ART OF INVESTIGATION

"Nuts and Bolts of Investigative Journalism"Student Blog

One of the student members of the Workshop will keepa blog about the "nuts and bolts" of investigative reporting,giving tips and secrets into the "Biz", as well as anoverview of what investigative journalism entails. This blogwill connect with the younger audience and will be usefulto those who are interested in becoming investigativejournalists.

Create Twitter page/account

Twitter is one of the most up and comingsocial networking tools used today. Manyorganizations and companies use Twitter,including The Workshop's competition. TheWorkshop will launch a Twitter page and tweetabout recent pieces and articles that may relate toits investigations. The Workshop will also tweetabout upcoming events, partnerships that mayinterest its followers and the practice ofinvestigative journalism.

Increase Facebook awareness of the organization

Facebook is a huge tool for promoting awareness because of theimportance and popularity of social networking in today's society. To keep upwith the younger audience, The Workshop will update its status on theFacebook page with new findings, its articles, and related articles to pieces byThe Workshop. The Workshop can also capitalize on the younger audienceby having its young staff invite their Facebook friends to become fans of thepage. The page will need to be updated to include more information aboutThe Workshop and those who are members of its staff to further connect totarget audiences.

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THE ADVANCEMENT OF NEW MEDIA

Attract donors for the Workshop

Keep alumni and other important figures in the journalism world informed of theimportant things that The Workshop is doing in order to encourage them to donate andto continue donating. Additionally, while partnering with the Newseum, The Workshopcan speak to some of their main contributors to see if they have an interest in donatingto The Workshop because it will be working closely with the Newsesum. When TheWorkshop is positioned as a non-profit organization, it gains the ability to garner theinterest of possible donors.

Planning for the future: The Investigative Reporting Fund

The Workshop will attract donors to provide money for a future fund(roughly 5 years) to give grants to investigative journalists to allow them tocontinue their work as freelance journalists. The Workshop also will beable to collaborate with these journalists on pieces.

Sending out updates about the Workshop

The Workshop can send out updates via email (in the form of blasts) and mail(pamphlets and palm cards) about recently published pieces, panels, and other newinformation about The Workshop. These updates can also include training updatesand any new media that has been introduced to The Workshop, such as the launchof the Wikipedia page, Twitter page, or re-launch of the Facebook page.

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June

July

August

September

October

November

December

January

February

March

April

May

June

JUNE JULY AUGUSTWe based our timeline around the AU school calendar in orderto coincide with certain school events and encourage studentparticipation in The Workshop. These tactics coincide with theimplementation of the AU strategic plan. The campaign beginsin the summer in order coincide with the Discover the World ofCommunications Program, which occurs in late June. Beforethe program, we want to reach out to guidance counselors withinformative pamphlets so that they can discuss investigativejournalism and The Workshop to interested students. TheWikipedia page and the research database will also belaunched in the summer months.

TACTICS Distribution of PamphletsLaunch Wikipedia pageGuidance Counselor OutreadDiscover the World of Communication Program Database Implementation

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June

July

August

September

October

November

December

January

February

March

April

May

June

AUGUST SEPTEMBERAs the school year approaches in the end of August andbeginning of September, The Workshop will recruit AUjournalism students as interns for the semester. These studentinterns will maintain the “Nuts & Bolts” blog, describing theirexperiences at The Workshop and in the field of investigativejournalism. The Investigative Journalism class will begin inSeptember as will the SOC Ambassador training program.

TACTICS Launch of “Nuts & Bolts” Student BlogSOC Ambassador Training Start of Investigative Journalism Class

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June

July

August

September

October

November

December

January

February

March

April

May

June

OCTOBER NOVEMBER DECEMBER

Part of our plan involves a monthly panel about issuespertaining to investigative journalism or specific Workshopstories. These monthly panels will begin in October with anintroduction to investigative journalism, nonprofit reporting, andtheir futures called “Breaking Through the Spin.” TheWorkshop will also table at Preview Day, which typically falls inNovember. In December, there will be no specific eventsplanned due to finals and the end of fall semester.

TACTICS Monthly Panel: “Breaking Through the Spin”Preview Day Tabling

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June

July

August

September

October

November

December

January

February

March

April

May

June

JANUARY FEBRUARY MARCHIn January, all of the programs begin again. New SOCAmbassadors will need to be trained, as will interns who beginthis semester. The Investigative Journalism class will begin anew semester and the monthly panels will start again,including a panel at the Newseum.

TACTICS SOC Ambassador RetrainingMonthly Panels, including one at the NewseumStart of Investigative Journalism Class

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June

July

August

September

October

November

December

January

February

March

April

May

June

APRIL MAY JUNEIn the spring, The Workshop will table at Preview Day and themonthly panels continue, including an end of the yearshowcase called “A Year at the Workshop.” The showcase willdiscuss what the Workshop has accomplished over the year:stories it has published, the student interns, and any otherissues that arose over the year. The Workshop will also send anewsletter to potential donors and prospective studentsdescribing what it has accomplished over the year.

TACTICS Monthly Panels Preview Day Tabling Showcase “A Year at the Workshop”

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EVALUATION

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Survey student population

Create and conduct a survey of the American University student population to evaluateawareness about the Workshop after 6 months and then after 12 months. This surveywill include questions about participation in events or classes sponsored by theWorkshop, as well as if they have read any of the pieces or used them through thelibrary database.

Survey visitors of the Workshop’s website

Create and post a survey on The Investigative Reporting Workshop’s website thatevaluates why someone is on the page and how they heard about the Workshop.Questions will also address why someone is using the Workshop and how often he/shevisits the site.

Goals for Evaluation

At the end of our years implementation of tactics we will evaluate the progress of TheWorkshop website hits, “the nuts and bolts” student blog hits, Facebook page fans,Twitter followers, Google search result placement, and most importantly donations.

INVESTIGATION REPORTING PROGRESS

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