Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you.

This SPOTLIGHT belongs to Julie Wernau, energy and green technology reporter for The Chicago Tribune.

We hope you find SPOTLIGHT both enjoyable and informative.

Julie, was journalism what you always wanted to do or did you become a journalist by chance?

Until I became a journalist, I’d never considered journalism. In college, I double-majored in English and Psychology, a combination which, if I recall correctly, translated into reading dark poetry in dimly lit coffee shops and spending untold hours entering data for psychological studies, including one that asked people to guess the lengths of various metal objects while blind-folded. I thought I’d be a poet or a clinical psychologist. A wise English professor pulled me aside and bluntly told me that I was a better critic than a poet. As for being a psychologist, an internship working with assault victims convinced me that I wasn’t ready to take on the world’s problems at such an intimate level.

Where was your first journalism job?

Soon after graduation, I landed a job working at The Waterford Standard, a weekly newspaper that covered a town by the same name in Connecticut. The paper defined community news: Nearly every byline in the newspaper was mine, senior citizen commission meetings were legitimate news and no announcement was too small for the front page. The most important lessons I’ve ever learned as a journalist I learned in that job. Big stories start with the little things – chief among them, compassion, a genuine interest in the people you cover and humility.

How did you become an energy reporter?

Waterford, the town I covered at my first journalism job, is home to a nuclear power plant. In covering the town, first for the weekly and later for the area’s daily newspaper, I became a bit of an expert in electricity markets, nuclear waste storage, the Nuclear Regulatory Commission and a host of other issues related to the nuclear industry. After spending a couple of years as a police reporter, I moved to Chicago, took on the business beat and found myself, again, drawn to energy issues. The energy beat is where it’s at – politics, business, the environment, the economy … all wrapped into one crazy package. Plus, we all need it. It keeps the lights on. It powers our smart phones. It heats our homes. It cooks our food. It powers our vehicles. It doesn’t get more personal than that.

What type of stories do you usually cover?

Illinois is ripe with energy stories. We have more nuclear plants than any other state, a thriving coal industry, a fierce political scene, a bevy of wind companies competing for wind-rich farmland, pending regulations for massive oil drilling operations (A.K.A. “fracking’) and big plans for electric vehicles. My goal is to boil down this complexity for readers so that they can understand what is happening, how it impacts them and why they should care. A story has layers. It has bite. It matters. It tells me something I didn’t know before. 

What's your favorite part about being a journalist?

I learn something new literally every single day. And, sometimes, when I learn it, I’m inside a coal mine or at the base of a wind turbine or on the roof of a skyscraper or talking to one of the smartest people on the planet. So, that’s not so bad.

Do you work with PR professionals and what advice do you have for them if they want to pitch you a story?

Yes, all the time. If I could give them one piece of advice it would be: Be real. Journalists are real people. Get to know me (or at least Google me) before you pitch me a story. Take the time to figure out what I’m about and I’ll be more likely to take the time to listen to your pitch.

What should they always do and never do?

If you pick up the phone to call me, always ask if it is a good time to talk. Never ask if you can read my story before it goes to print. I’m happy to check facts. But you aren’t my editor.   

What's the best way for someone in public relations to develop a working relationship with you? 

Again, be real. If you aren’t sure what kind of stories I’m into, ask me. Or, better yet, ask me to coffee. Also, honor deadlines. 

What has been the biggest challenge you've experienced? 

When I make a mistake, I make it in front of millions of readers.

Is there a career highlight that sticks out?

When I was a police reporter, I uncovered a predatory lending scheme that was bloating the local real estate market and destroying the credit and lives of dozens of homeowners. The stories gained the attention of the state’s attorney general and the FBI and led to the convictions of several co-conspirators. At one point, the state’s attorney general called me into his office and asked me for help so that he could develop a case against the scheme’s perpetrators. It was the first time I truly realized the power of the printed word.

What's your advice for someone just starting their journalism career?

Rise above. When people tell me journalism is dead, I tell them they obviously aren’t reading. Journalism is a field that is in a constant state of flux. Learning to live in a constant state of change is an art. But it isn’t impossible. Focus on doing good work and don’t get distracted by all the drama happening around you. The rest will follow.

If a young journalist wants to cover the energy industry, how should they prepare?

Read. Read. Read.

Is social media a big part of your job? How so?

I’m particularly hooked in to Twitter. I use it to get a quick gauge on what people are talking about, particularly in the energy sector. With a couple of search tricks, I’ve even used it to find “real people” for stories.

How has ProfNet helped you?

ProfNet has been a great way to find fresh sources for stories on my beat. It’s easy to keep going back to the same sources for quotes or advice. ProfNet has helped me find new angles and insight I hadn’t considered for topics I’m writing about.

What would you be doing if you weren't a journalist?

I’d probably be a career counselor. I love mentoring and giving career advice. I worked at a career center in college and never quite lost the bug. I’m still the one my friends turn to when they need resume advice.

When you're not at the Chicago Tribune working on a story, what do you like to do?

Any excuse to be outside, I’m there – biking, kayaking, hiking, picnics, outdoor concerts. It makes Chicago winters a bit rough.

About Julie Wernau

Julie Wernau is the energy and green technology reporter for the Chicago Tribune’s business section. She covers electric and natural gas utilities, energy markets, green tech start-ups, battery technology, energy legislation, the country’s largest owner of nuclear power plants, the coal, oil, natural gas, wind and solar industries and their associated regulators.

She tends toward stories that explore the impact business and economic trends have on the lives of real people: employees, business owners and consumers.

Before coming to the Tribune in 2009, Wernau enjoyed a stint in media relations at Connecticut College, a private non-profit higher-education institution. Prior to that, Wernau worked at The Day Publishing Company, a daily newspaper covering Southeastern Connecticut, where she was a multi-award-winning police/fire reporter.

Her stories about a local predatory lending scheme led to investigations by the FBI and the state’s attorney general and the convictions of several co-conspirators.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com 

Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you. This SPOTLIGHT belongs to Julio Ojeda-Zapata, consumer-technology reporter at the St. Paul Pioneer Press.

We hope you find SPOTLIGHT both enjoyable and informative.

Please feel free to leave a comment after the blog entry.

Julio, why did you become a journalist? Is it something you studied or did it happen by accident?

I wanted to be a journalist from a very young age. My career started when I wrote for my grade-school paper, "La Flama," in San Juan, Puerto Rico. I got bummed out at one point in my childhood when I read that journalists had to be outgoing types, and I was very shy and nerdy (I still am). I later learned that journalists can have all sorts of personalities to fit all kinds of press occupations.

What was your first job as a journalist?

See above. My first paying job was at a tiny suburban Twin Cities newspaper called the Circulating Pines in Circle Pines, Minn., where I worked a summer internship. That was my first job not making tacos, and I could not believe how frickin' awesome it was.

How did you get into covering technology news?

I was a metro reporter around the time the Web craziness started, and I began writing stories about the Internet for the paper on the side. I got into trouble doing that, too, because I spent too much time on it and I neglected my official duties. Soon afterward the paper created a tech section, though, and I was one of three guys working on it. I've been doing this in one way or another (reporter, section editor, columnist, etc.) ever since.

What type of stories do you cover?

It's all over the place. I currently am on the business desk, and I've also worked in features. Regardless of my newsroom location, I've tended to write a mix of features, news stories, in-depth enterprise pieces and product reviews, all focused on consumer tech. My M.O. is often coming up with a story, identifying the appropriate section, and approaching the editor of that section to pitch my piece directly. It's unconventional and fun.

What's the best part about what you do?

Being involved with consumer tech, which has always been a personal passion. This means I am always working and always playing – and it's sometimes hard to tell the two apart. My wife gets annoyed sometimes.

Do you work with PR professionals and what advice do you have for them if they want to pitch you a story?

Pitch away, but please know what I cover (consumer technology) and do not pitch enterprise-tech stuff or anything Latino (unless it has to do with consumer tech). I don't automatically write about Latino affairs or culture because I have a Latino surname.

When pitching, be clear and concise regardless of the medium – and tell me why I should flippin' give a damn.

I am OK being pitched by e-mail, Twitter DM or postal mail. I don't mind calls, but there's a high probability you'll reach me at a bad time and be redirected to e-mail. If pitching me about a tech product, include links to images (not image attachments) so I don't have to ask you what the product looks like (which is almost always my first question).

What's the best way for someone in public relations to develop a relationship with you?   

There's no scientific way to develop a "relationship" with me. If that's appropriate and in the cards, it will happen organically. That is, if I deal with you repeatedly and consistently, we'll get to know each other. This can happen by a variety of means. I communicate with my local Verizon PR rep, Karen Smith, almost exclusively via Twitter DM. With Marie Domingo, a crack Silicon Valley PR pro, it is almost always via Google Chat within Gmail. It's a fun time because there are so many ways to interact with PR people.

What has been the biggest challenge you've experienced?   

Hmmm, tough one to answer. I love my job so much, it sometimes feel effortless. I have to work hard at keeping a brisk pace and meeting my self-imposed productivity goals, though. I procrastinate a lot and I'm not the most organized guy in the world, so I have to give myself a kick in the keister sometimes.

Do you have a most memorable moment -- a funny interview perhaps or a gadget that didn't work during a TV segment?

One time, I was part of an impromptu, rapid-fire quiz segment on a public-TV show, and I was asked to name the top Web browsers. Well, of course I know that, but I froze and could not think of a single one. I'd suck on "Jeopardy."

Another time I was on a morning news show demonstrating gadgets. One of the anchors and I got silly with a remote-control helicopter, which crashed. The anchors were talking about that for days. Watch it here.

What's your advice for someone beginning their journalism career?

Try to get a well-rounded education. If enrolling in a journalism program, however, choose wisely. The City University of New York has an "entrepreneurial journalism" emphasis that is cutting-edge, for instance. Sign up for as many internships as you can while you're in school, since you'll get experience and make good contacts. Absolutely write for the school paper and/or the school news site, a lot.

Once you're out of school, you face a challenge. It is a tough job market. I do not have any magic formula, but if you do all of the above, you'll have a head start. From that point on, generate quality content any way you can, freelancing, and writing for blogs. Publish your own blog, and post like a maniac. Create a podcast. Become a "thought leader." That is a cliche, but it contains truth. Prove what you can do, prove that you are passionate and driven, and use it to get the attention of employers.

If they're interested in becoming a technology journalist, what do you suggest?

This probably won't happen at a newspaper. There are lots of tech blogs, but making a career of that is tough (the pay often sucks). Regardless, the correct approach is becoming a tech expert first, and then offering that expertise to a publication or blog. If you know your tech stuff and also know how to write, you could make something happen for yourself (though it might be a side gig while you work a day job). Part-time tech bloggers have been known to parlay their writing into full-time, salaried writing gigs. Lex Friedman of Macworld is one example of that.

What skills are needed today that weren't as important a decade ago when you started?

Writing will always be important, but it also helps to knew multimedia (picture and video editing), design (interactive Web graphics and such), social media (use all the networks and become an expert at them) and data crunching. If you do all of the above to one degree or another, you'll have a leg up. Be a geek.

Is social media a big part of your job? How so?

Heck yeah. I use it privately, for direct communication with sources and PR folks, and publicly to raise my professional profile, promote my work and crowdsource stories. I emphasize Twitter, Facebook and Google+ these days, but I've also dabbled with App.net, Pinterest, Instagram and Tumblr. I am not enthused about LinkedIn, for some reason, but I'm told I need to get goin' with that, and I plan to do so.

How do you use ProfNet and how has it helped you?

ProfNet-type services are huge for me. I rarely fail to get story leads with my ProfNet queries, though the quality of leads varies. Off-topic query responses are an annoyance. I query a lot. I cannot imagine doing my work without these kinds of services. They're essential. Just this month, I needed to find BlackBerry users for a story I did to coincide with the release of new BlackBerry handsets, and I dug up most of the ones I needed via queries.

What would you be doing if you weren't a journalist?

Possibly in some other kind of writing occupation (niche fiction, maybe), or serving as the storyteller for a company. By "storyteller," I mean someone who is technically PR but goes beyond that, doing journalism work of a sort, by blogging and other kinds of content creation that tell a company's story in a compelling way. I think that could be fun. I like what I do now, though.

What do you like to do when you're not at The St. Paul Pioneer Press?

Playing with tech gadgets, what else? I am big into sci-fi (books, TV, movies), as well, and I listen to lots of media, culture and tech podcasts.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com 

Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you. This SPOTLIGHT belongs to Randy Cordova, feature reporter at The Arizona Republic.

We hope you find SPOTLIGHT both enjoyable and informative.

Please feel free to leave a comment after the blog entry.

Why did you decide to become a journalist? Is it in your blood or did it happen by chance?

Probably a combination of both. I always enjoyed writing and joined the newspaper staff my freshman year in high school. I had a great adviser who encouraged me and I was editor of the paper my senior year.  From that point, it seemed like a given. I also loved watching “Lou Grant,” so there was that.

What was your first job as a journalist?

I was hired as a news assistant while I was in college. I wrote obituaries, answered phones, prepared budgets and did occasional stories.  The high point: I wrote the obituary for Khigh Dhiegh, who played Wo Fat on the original “Hawaii Five-O.”

What type of stories do you cover?

I am a general assignment features reporter who covers entertainment, arts and events. It’s fun in that it is a mix of music, movies, books, TV, radio, pop culture and local happenings.

Is there a best part to being a journalist?

I love asking people questions that you would never ask in a normal social situation. If I wasn’t a journalist, I’d just be considered nosy.  

What advice do you have for public relations professionals or anyone who wants to pitch you a story?

If there is a local angle to a story, please highlight that in the subject guide of the email. That will always get my attention.
 
What should they always do and never do?   

I hate when a press release buries the lead because the writer tried to be clever. Also, don’t put things that are blatantly untrue: For years, Luis Miguel’s press materials said he was the first Hispanic artist to be honored with a star on the Hollywood Walk of Fame. What about Vikki Carr or Desi Arnaz? That drove me crazy!
 
As for what to do: Ask if I’m on deadline if you’re cold calling me with a pitch. Please know what areas I cover. We often work two weeks in advance, so the earlier we know about something, the better.
 
How can someone in public relations develop a relationship with you?   

Be honest with your pitches. Do not take it personally when we are unable to pursue a story. Always follow through on your word.

What has been the biggest challenge you've experienced in your career so far?   
Juggling work and a personal life can be difficult. It can also be a little rattling wondering where the industry is going.

Do you have a most memorable moment?

The first celebrity I interviewed was Frankie Laine. His name doesn’t always register with people now, but he was a major part of the music and entertainment scene from the ‘40s-‘60s. More importantly, he was a favorite of my mom and my grandmother, so he was a big deal in my house growing up. He was 81 when we first talked, and he was warm, friendly and sharp, and we spoke for about 40 minutes. I think he appreciated that someone from another generation was knowledgeable about his music. At the end of the interview, he invited me backstage at his concert. I sat with him at the autograph table as fans came up to him. At the end of the night, he said he wanted to keep in touch, and he actually did. I thought all interviews would be like that.

What's your advice for someone just starting out as a journalist?

Be willing to work hard. Take the bad shifts and work weekends. Also, I’m always surprised by the amount of college students who don’t read the news or aren’t aware of current events. You have to read the news and have some knowledge of what’s going on around you to write about it.

What skills are needed today that weren't as important a few years ago?

Social media now plays a sizable part in what we do. We also need to think increasingly more about telling our stories in other mediums and connecting more with the community.

Is social media a big part of your job? How so?

Twitter and Facebook are useful to see what people are talking about. Twitter is also a great way to find sources. It also can cut out the middle man. This year I wanted to interview Yuridia, a singer who left Arizona for a Mexican reality show and has gone on to great success. Her record company and the local concert promoter both said she wasn’t doing any press. Figuring it was a long shot, I tweeted her, asking if she’d do an interview with her hometown paper. She tweeted back saying it wasn’t a problem, and we were on the phone the following day.

How do you use ProfNet and how has it helped you?

I have used ProfNet for years and it has been invaluable. ProfNet is great when you need experts quickly, especially on subjects in which it can be difficult to find local people who can speak authoritatively. Some examples: The recent revival of “Dallas,” the significance of Eydie Gorme’s Spanish recordings and the controversy around Ken Burns’ “The War.”

What would you be doing if you weren't a journalist?

I have really enjoyed my experiences teaching. My wife moved from journalism to public relations several years ago, and I think that line of work sounds fun and challenging.

What do you like to do when you're not at The Arizona Republic?

I love going to movies, listening to music, going to concerts and watching TV.  These are things that I also tend to cover. I’m not sure if that’s a good thing or a bad thing.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com 

Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you. This SPOTLIGHT belongs to Jason Hahn, a writer and editor for DM Confidential.

We hope you find SPOTLIGHT both enjoyable and informative.

Please feel free to leave a comment after the blog entry.

Why did you decide to become a journalist? Was it something you always wanted to be?

I never enjoyed any of my English or writing classes, which makes my recent work history unexpected, to say the least. Long story short, my interest in a career that involved writing and editing was sparked by my enjoyment of keeping a personal blog during my junior year of college. It was therapeutic to have that kind of release valve for my mind, and the peripheral interaction via comments sections was a nice cherry on top.
 
Shortly after starting this blog, I began writing for a citizen journalism website, where I was able to write about pretty much anything I wanted to. It was here that I began to enjoy the process of taking current events, adding my own perspective and conveying information to an audience. I enjoyed taking a subject, researching and learning more about it, and crafting a concise article to help others understand it. This was what drew me to a career in journalism.

What was your first job as a journalist?

Now that I look back on it, I suppose it was when I began as a freelancer at my current publication back in late 2005. While I didn’t do nearly as much original reporting, I had to stay on top of all the happenings of the online marketing industry and pick out some important stories to flesh out and communicate to our readers.

What type of stories do you cover?

I cover stories that are relevant to online marketers, especially as they relate to the process of acquiring customers. Lead generation and local commerce are the two main areas of focus, but it’s surprising to see just how much of what happens online can be relevant to professionals in this business.

Do you have a favorite part about being a journalist?  

I love getting access to personal stories. In my current position, this typically means hearing about the experiences of smaller companies. It’d be great to get even more of these stories, but I’m working on it. In general, I just enjoy being able to read, see and hear different perspectives on a single topic or story and trying to tie it all together into one coherent piece that conveys helpful information for our audience. There are so many interesting people with thought-provoking insights out there, so it’s always fun getting a chance to make them “talk with each other” in an article.

What advice do you have for public relations professionals or anyone who wants to pitch you a story?  

I would say that personalization is key. This means understanding what topics our site covers, what types of stories we typically run, and taking the time to communicate why this particular pitch is relevant and worth consideration instead of just using a boilerplate intro and pasting a press release underneath it.

What should they always do and never do?  

Always use an informative subject line. My inbox is so stuffed that the subject lines of emails may determine how much of a priority I put on opening it up. Also, always offer a specific expert who I can speak with. If you’re responding to a ProfNet query, always include at least a brief quote or comment in your initial email and let me know if the expert is available for more.
 
Never stuff your email with industry buzzwords and jargon, because my eyes instantly become numb to what you’re saying. Instead, I’d suggest taking the time to write the email as if you’re having a conversation with me. Tell me, in plain English, why your story, expert or company matters.

How can someone in public relations develop a relationship with you?  

Honestly, the easiest way is to connect me to helpful experts on a consistent basis. That more than anything else will help me to remember you and cause your emails to stand out in my inbox. Also, sharing the stories your expert was quoted in via Twitter and other social media channels is always a nice way to build goodwill.

What has been the biggest challenge you've faced in your career?  

Besides trying to get a good handle of AP style? I’d say the biggest challenge has been finding my way to where I am today. I’ve worked in many different industries and have only recently found that I want to make the rest of my career about writing and editing. Recently I’ve been blessed to have opportunities that align with that desire. Now the challenge is doing my absolute best with what’s in front of me, always trusting that that extra push today will yield pleasant outcomes in the future.

Do you have a most memorable moment?  

Though it’s not exactly work-related, I’d have to say my time in the Medill newsroom in Chicago, where I covered the marketing beat. That was my first true taste of working in a news environment and I’ll never forget the joys, pains and lessons from that quarter. It laid the foundation for everything afterward.

What's your advice for someone just starting out as a journalist?

It might sound cliché, but my advice would be to keep an open mind about what you might end up doing. For someone who enjoys writing or editing, there are so many possible paths to take -- so many different roles for so many different publications or companies in so many different industries. If, like me, you enjoy the basic elements of learning, writing and interacting with others, you might find yourself enjoying covering an industry you have no idea about today.

What skill is needed today that wasn't as important a few years ago?

Using social media for sharing content, networking, finding stories and more. These sites have grown in significance and number, making it important for everyone in the industry to stay on top of new developments, sites and apps that might help them.

Has social media been a big part of your job? In what way?

Yes, for me it’s been mostly a channel through which our website can share links to our stories, though I’m hoping we can ramp up our efforts in engaging our readers more. Occasionally it’s also been a helpful source of stories to cover or ideas to dig into.

How do you use ProfNet and how has it helped you?

For many of our original and educational pieces, I send out queries via ProfNet. Nearly every time those queries have yielded some great responses from experts, and some are now go-to sources for other stories. It extends my reach in ways that would otherwise require hours of emailing and calling that I don’t have. I don’t think I’m biased when I say that ProfNet is one of my most prized reporting tools.

How do you see the media industry in 10 years?

I see it becoming much more mobile-focused than it is now. Responsive design is making some news websites very pleasant to read on tablets and smartphones, and gives readers of these sites a cohesive experience across all types of reading devices. In the same vein, I also suspect that news will become more and more “serendipitous.” Aggregation apps like Zite and Flipboard are glimpses of that, but I expect to see more news being delivered in real-time based on someone’s location, for instance. More and more, I think we’ll see relevant news finding its way to users rather than having users find their way to stories. I just hope this won’t pigeonhole readers into consuming content only in their topics of choice. Stumbling on fantastic stories about topics that you usually don’t read about is one of the best experiences you can have.

What would you be doing if you weren't a journalist?  

I’d probably be a teacher, though I’m not quite sure what subject I would want to cover.

What do you like to do when you're not in the office?

I love reading, though I have difficulty apportioning enough time for that each day. I also enjoy basketball, so I’ll watch and read about the NBA whenever I get the chance. Other than that, I like spending time with friends, usually at restaurants. My time with friends usually centers on what we eat. Oh, and I love listening to good music and podcasts, especially when I’m in my car.

About Jason Hahn

Jason writes and edits content for DM Confidential, a website covering the online marketing industry. He’s been involved with the publication since late 2005. Jason has had a variety of work experiences in a wide range of industries. He's been a bank teller, financial analyst, content specialist at a startup, Web spam fighter at a search engine, freelance writer and fantasy basketball blogger, among other things. Most recently, he was privileged to be an editor at ProfNet. Jason graduated from New York University’s Stern School of Business in 2004 with bachelor of science in finance and marketing. In 2009, he graduated from Northwestern University’s Medill School of Journalism with a master’s in journalism.

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email. 

Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you. This SPOTLIGHT belongs to James Burnett III, a culture writer for The Boston Globe.

We hope you find SPOTLIGHT both enjoyable and informative.

Please feel free to leave a comment after the blog entry.

James, why did you decide to become a journalist? Was it something you always knew you wanted to do?

I became a journalist because I love to write, and it’s one of those things that comes easy for me. Some people say the same of math. For me the cliché is that I can write in my sleep. And I’m curious. I love hearing about – and digging up – unique stories about so-called “average” people and organizations. I thought journalism would be a way for me to satisfy my natural curiosity. And no, I didn’t always want to be a journalist. For a while, I had law school on my mind, and even considered law enforcement. I began the application process for the FBI academy but got cold feet.

Where was your first journalism job and what was your role?

My first journalism job was as a columnist and reporter for The Mace & Crown, the campus newspaper of Old Dominion University, in Norfolk, Virginia.

What types of stories do you usually cover at The Boston Globe?

I’m a culture, lifestyles, and arts writer. My stories run the gamut. In the past 12 months, I’ve written two magazine-length profiles for the paper on the man who was the last person sentenced to die in Massachusetts before the Commonwealth did away with capital punishment (he was exonerated after 10 years in prison), and on a long-time gang member who at 17 revealed to his fellow gang members that he’d been flourishing in musical theater for several years, sneaking behind their backs to make rehearsals and performances. His theater work effectively convinced his gang peers to let him go straight. I’ve also written about a symphony member’s mission to restore and revive long lost music composed by Jewish concentration camp prisoners during WW II, about a re-gifting trend in the U.S. during the holidays, and about a trend of young adults forming their own “artificial” families to supplant their biological families during special occasions. Again, my stories hold no particular pattern, other than my requirement that they be about unique people, organizations, activities, or (provable) trends. Plus they have to have some local or regional connection to Massachusetts or all of New England – even a small connection. If someone or something meets one or more of those criteria (plus the local/regional connection), it usually catches my eye.

Do you have a favorite part about being a journalist? 

I like getting the “inside” story. I love the rush that comes with reporting breaking news – something I don’t do as often, since I write feature stories now and not consistently about crime, government, or legal news, as I did earlier in my career. My favorite part though would be meeting strangers. Comedian Rick Reynolds used to do a stand-up routine that was less about jokes and more about his life and the people in it. He called it “Only the Truth is Funny,” or something to that effect. And along those same lines, I’ve always believed that everyone has an interesting personal story to share, even if they don’t realize it till it’s “pulled” out of them. And only those true, personal stories are interesting – to me, anyway. So getting to meet strangers at different stations in life and figuring out what their stories are has to be my favorite part of this job.

Do you have a most memorable moment in your career so far? 

The first that comes to mind is the week-and-a-half I spent in NYC shortly after 9/11. When I got to the site (the firefighters I met there told me they hated hearing people call it Ground Zero, so they called it “the site.”), the ground was still smoldering and the air was so rancid that I had a jagged cough for weeks after I returned home. But that time was memorable not just for the monumental scope of what had happened. It was most memorable because of the stoicism I saw among the firefighters, cops, and rescue workers and their families – especially the families of those first responders who were either confirmed dead or missing. They were all working feverishly hard. They were extremely gracious to my colleague (photographer Jack Orton) and I. In spite of all that was going wrong in their lives, they invited us into their homes, fed us, escorted us anywhere we wanted or needed to go. And I left New York (after reporting my story on the sole survivor of a firehouse battalion) with a permanent impression of these people who made things work for them, even when their whole world seemed to be crumbling around them.

You've been on teams for several award-winning projects -- can you please tell us about those?

I’ve been fortunate to get to work with really talented people – veteran journalists who taught me a lot. The most recent award-winning project in which I played a minor role was the Miami Herald’s coverage of the 2010 Haiti earthquake and the rebuilding aftermath. For the short time I spent in Haiti, I was blown away by how resilient the residents were, and I was lucky enough to report on efforts to keep the country’s largest hospital functioning in the wake of an influx of new mental health patients – people traumatized by the devastation of the quake. My former colleague Jacqueline Charles led that project and remains the most prolific American reporter on Haiti. I also worked on award-winning projects at the Herald about juvenile violent crime, and at the Milwaukee Journal Sentinel about the complexities of the City of Milwaukee’s municipal court system.

What suggestions do you have for public relations professionals or anyone who wants to pitch you a story? 

Be accurate. Do a little homework on the types of things I’ve written so you don’t pitch me the wrong stuff. My biggest pet peeve is when I get pitches that are clearly part of bulk emails and not even remotely related to the types of things I cover. Granted, I write about a wide range of topics. But while there may not be a clear topic that I “always” write about, a quick review of my work will show you what I don’t write about, if that makes sense.

What should they always do and never do? 

Don’t include me in your bulk email pitch blasts, unless it’s a topic you genuinely believe I’d be interested in. And if I place a query – urgent or otherwise – on Profnet, don’t respond unless you have an expert source who can address my specific question(s). Again, a huge pet peeve is when I get responses unrelated to my query. I placed a query once for something pet related – I think it was dog behavioral experts. And I couldn’t believe how many responses I had to sift through from PR folks promoting dog collars and dog bones and dog beds for sale. None of which had anything to do with my query about behavior.

How can someone in public relations develop a relationship with you? 

Send me accurate pitches and have a firm grasp on a story before you pitch it to me. If you reach out to me with a story idea and then I start digging because it sounds good, only to find out that it’s not what you pitched, that’s annoying. Also, if you contact me offering an expert source, please be certain that person is an expert in the topic. At least a quarter of the time, I call or email an “expert” based on the recommendation of a PR professional, only to learn that this person has only moderate or minor knowledge of my topic and is reluctant to be called an expert. If this stuff is accurate, I guarantee you we’ll develop a friendly rapport. And I’ll consider you reliable and will keep you high on my contacts list when I’m in need of sourcing or subjects.

What has been the biggest challenge you've faced in your career? 

Getting people to open up when the story topic is sensitive – like anything related to violent crime, abuse, social suffering (poverty, addiction, etc.).

What's your advice for someone just starting out as a journalist?

Be aggressive but be respectful in pursuit of the story. Also, don’t be sensationalist. Going back to Rick Reynolds, true stories will generate appropriate energy and excitement through the facts alone. And don’t hit the streets in search of celebrities or famous people or important people. Look instead for interesting people and you won’t go wrong. When I covered small city governments at the start of my career I  employed the same philosophy then as I do now. After working my way through city and town halls introducing myself to council members, mayors, police chiefs, etc., I circled back around and introduced myself to janitors, secretaries, patrol officers, etc., in those same locations, because they were more in tune with what was happening in their city or town.

Is there a skill needed today that wasn't as important a few years back?

Being able to use social media in reporting and maybe, if you’re a print journalist, being able to tell your stories in a broadcast format – radio, TV, or Webcast.

Do you use social media in your job? 

Yes. I flesh stories out on Twitter and Facebook all the time, getting feedback from followers and friends, as the topic firms up and takes shape.

How do you use ProfNet and how has it helped you?

I rely heavily on ProfNet to help me find expert sources on the wide range of topics I write about. For the most part, it has worked well for me.

How has the field of journalism changed from when you first began your career?

It’s more Web-based. And technology plays very important roles – from filing stories on the go with an iPhone, to keeping followers updated on breaking news via Twitter. But the mechanics are still the same. It still requires reporters to chase the facts and get them right.

How do you see the business in 5-10 years? 

I think newspapers will still be hanging in there, but I believe that as personal computer technology and tablets get cheaper, more publications will opt for digital-first circulation, followed by limited print/paper circulation. I also expect to see strategic mergers take place between broadcast and print outlets so they can formally pool their resources. Right now you see a lot of that sort of cooperation on an informal level. I’m betting news outlets will start making it official.

What would you be doing if you weren't a journalist? 

In my perfect world, I’d be drawing on the years I spent as a crime reporter, and I’d be at home writing crime novels, or I’d be drawing on my years of writing about social issues (race relations, poverty, etc.), and I’d be at home writing non-fiction books about how our country is changing.

What do you like to do when you're not in the office?

When I’m not working – writing a story or mixing it up on some radio or TV talk show – I just do the usual family stuff – outings to the park, to the mall, to the movies, and when a baby sitter’s available to the symphony or a good jazz show. I also read a lot (lately catching up on Michael Connelly and Walter Mosley), work out, and take long wooded hikes with my dog Leo, a black and white Labradinger.

About James Burnett

James H. Burnett III is a culture writer for the Boston Globe, where he also reports on lifestyle trends and the Greater New England arts community. Since joining the Globe in the summer of 2011, James has written a number of acclaimed features and profiles, including stories on the 50-year-old debate over whether or not spanking is appropriate discipline, on a trend of American parents asking their kids to do fewer and fewer chores, on the “non-traditional” costs of gunshot injuries suffered during the commission of crime, on a teenage street gang leader, who gave up the gang life for musical theater and in turn got the gang to give him up, and on the last man sentenced to die in Massachusetts before the Commonwealth did away with capital punishment.
 
Prior to joining the Globe, James was a news columnist and culture writer for The Miami Herald, where he opined about crime, politics, government, public education, parenting, morality, and race relations. He reported major features and projects on how middle class families devised unique budgeting schemes during the height of the Great Recession, how the recession led to a national increase in bank robbery attempts, how one of South Florida’s most notorious crime-ridden communities turned itself into a budding, peaceful, urban Mecca, and how the Haitian medical system struggled to reinvent itself as a formidable mental healthcare provider, following the 2010 earthquake in that country. James also wrote notable profiles of major political figures, celebrity entertainers, and quirky legends in South Florida, as well as first-hand accounts of his own exploits, like racing quarter million dollar cars around the Homestead Miami (NASCAR) Speedway track.
 
James has worked for the Milwaukee Journal Sentinel and Financial Times of London, where, between the two, he covered crime, state and federal courts, pop culture, fashion, and the German DAX. And he co-edited an award-winning youth culture section at the Journal Sentinel.
 
In addition to his print work, James has also been an on-air contributor to HLN shows, including Jane Velez-Mitchell, national public and commercial radio shows, where he discusses culture trends, and CBS Miami, where he was blog/Web culture critic. He has conducted new media/blogging workshops for the National Association of Black Journalists. And he and his wife have lectured nursing groups on dealing with patients who face high risk pregnancies.

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