This is the playbook for The Undefeated, ESPN's upcoming site covering black sports and culture. This document is a logistical and ideological outline of the website, and is the culmination of editor-in-chief Jason Whitlock's musings on race, culture, and journalism.
This is the playbook for The Undefeated, ESPN's upcoming site covering black sports and culture. This document is a logistical and ideological outline of the website, and is the culmination of editor-in-chief Jason Whitlock's musings on race, culture, and journalism.
This is the playbook for The Undefeated, ESPN's upcoming site covering black sports and culture. This document is a logistical and ideological outline of the website, and is the culmination of editor-in-chief Jason Whitlock's musings on race, culture, and journalism.
You may encounter many defeats, but you must not be defeated. In fact, it may be
necessary to encounter the defeats, o you can know who you are, what you can rise from,
how yon can still come out of it. - Maya Angelow
7 DEFEATED
MISSION STATEMENT
Through the lens of sports, The Undefeated is the premiere platform for
intelligent analysis and celebration of Black culture and the African-
American struggle for equality. The Undefeated challenges, engages and
advocates for people of color in a manner consistent with the black-press
pioneers, such as Sam Lacy, who led the charge for Jackie Robinson’s civil-
rights-sparking baseball career.Too many rules get in the way of
leadership. They put you in a box. People
set rules to keep from making decisions.
-Coach K.OUR SEVEN FOUNDING SPORTSWRITERS
Sam Lacy
Sam Lacy, a true pioneer in sports journalism, is credited with opening the
door for all African-American sports writers and for his significant role in
integrating Major League Baseball. The son of a black father and a
Shinnecock Native American mother, Lacy was born in 1903. His deep love
of baseball developed in childhood and continued, first as a semi-pro player
then as a sports reporter for the Washington Tribune. He became the first
African-American member of the Baseball Writers Association of
America. In the mid 1930s, Lacy began a passionate campaign to convince
the MLB to integrate, and was instrumental in getting Jackie Robinson an
opportunity to play for the Brooklyn Dodgers. After helping to break the
color barrier in baseball, he continue to press for black players to get equal
pay, to be inducted in the Hall of Fame, to be included in television
broadcasts and to be considered for managerial roles. He wrote his final
column at the age of 99. Among the many honors Lacy received were: the
Lifetime Achievement Award from the National Association of Black
Journalists, an induction into the writers and broadcasters wing of the
Baseball Hall of Fame, an induction into the Maryland Media Elall of Fame
and a scholarship program established in his name by the United Negro
College Fund.Learn the rules so you'll know when and
how to properly break them.
~Jason WhitlockRalph Wiley
Known for his distinct and often highly literary voice, Ralph Wiley not only
wrote prolifically about sports over the course of his three-decade career, he
also offered an insightful and honest perspective on the African-American
experience. A leading sportswriter for Sports Illustrated for nine years and a
regular on-air commentator and columnist across ESPN platforms, Wiley
began his career at the Oakland Tribune after graduating from Knoxville
University in his native ‘Tennessee. While writing for the Oakland Tribune,
he coined the phrase “Billyball” to describe the base-stealing style of play of
Oakland A’s then-manager Billy Martin, a term that eventually became the
advertising slogan for the team and was on all their promotions. Wiley was
also an author. Among his many well-received books, were “Why Black
People Tend to Shout,” “Serenity, A Boxing Memoir,” and “The Trials and
‘Tribulations of Making Malcolm X,” with Spike Lee.A great journalist is comfortable in
situations where everyone else is
uncomfortable.
~Jason WhitlockBryan Burwell
Bryan Burwell’s award-winning career in sports journalism spanned several
decades. Burwell was known for his kind disposition and sincere love of and
enthusiasm for all sports. As a former hurdler for Virginia State, he had a
special affection for track and field and college sports, but his coverage of
basketball and football was legendary. He wrote for USA Today, the Detroit
Free Press, the New York Daily News and New York Newsday before
joining the St. Louis Post Dispatch, where he remained until his untimely
death in 2014. Although his engaging columns and features were highly
regarded, Burwell was also well-known for the show he co-hosted on CBS
Radio, for his stint as a sports correspondent for HBO’s Inside the NFL and
for his frequent appearances on ESPN’s television show, The Sports
Reporters. In 2007, the Associated Press Sports Editors named Burwell one
of the top 10 sports columnists in the country. He was also honored by the
National Association of Black Journalists, the Pro Football Writers
Association, the Associated Press and the Professional Baseball Weiters
Association.An army of deer led by a lion can beat an
army of lions led by a deer.
-Calvin HillDan Le Batard
The son of Cuban immigrants, Dan Le Batard wrote for the Miami
Hurricane while at the University of Miami and went to work for the Miami
Herald upon graduation, The Florida native has been a sportswriter there
since 1990. In addition to his work at the Miami Herald, Le Batard is a well-
knowa personality on ESPN. He hosts a weekday radio show with Jon
“Stugotz” Weiner and a television show, Highly Questionable, with his dad,
Gonzalo and Bomani Jones. Le Batard is also a frequent contributor to
many of ESPN’s television shows, including the Interruption, Outside the
Lines, College GameDay and the Sports Reporters. A controversial voice in
sports journalism, Le Batard is known for taking on challenging topics like
race. He has a lifetime ban from voting in the Baseball Hall of Fame after he
gave his vote away to the website Deadspin in 2014 in protest over the
BBWA4’s selection process and its inclusion of players who may have used
performance enhancing drugs.A leader recognizes leadership and follows.
Jason WhitlockClaire Smith
A pioneer in sports journalism, Claire Smith was one of the first female
writers to cover sports. After graduating from Temple University, she speat
over 30 years working in the newspaper industry at publications that
included the New York Times, the Philadelphia Inquirer and the Hartford
Courant. Smith joined ESPN as a news editor in 2007. As a newspaper
reporter, she became the first African-American woman to cover major
league baseball on a daily basis. Smith, who is a member of the Baseball
Writers Association of America, is widely regarded as one of the best
baseball writers in the country. Despite her Philadelphia roots, she is a
lifelong Dodgers fan because of her regard for Jackie Robinson and his
triumphant story. Smith was recently honored with both the National
Association of Black Journalists’ Legacy Award and the inaugural Sam Lacy-
Wendell Smith Award from the Shirley Povich Center for Sports Journalism
at the University of Maryland’s Philip Merrill College of Journalism. This
award honors those who have made significant contributions to racial and
gender equality in sports.
idGreat journalism ts dependent on great
reporting and great research. ‘An editor can
help you write well; only a journalist can
report and research.
~Jason Whitlock
12Michael Wilbon
A widely respected sports journalist, Michael Wilbon is one of the first
sportswriters to expand his reach beyond newspapers to radio, television and
new media. A Chicago native, Wilbon graduated in 1980 from
Northwestern’s Medill School of Journalism. He joined the Washington Post
right after graduation and his columns on sports and culture appeared in the
newspaper several times per week until he joined ESPN full-ime in
2010. Wilbon has co-hosted FSPN’s television show, Pardon the
Interruption since 2001 and serves as an NBA studio analyst for the NBA
Countdown. He also contributes to NBA programming across other ESPN
platforms, and appears on ESPN radio in Chicago and Washington. Wilbon
has been recognized by Sigma Delta Chi, the Society of Professional
Journalists, as the top sports columnist in America; he was inducted in the
Washington D.C. Sports Hall of Fame; he and his PTI co-host, Tony
Kornheiser, received the Washington Post's Eugene Meyer Award; and he
received a Lifetime Achievement Award from the National Association of
Black Journalists.There’s a difference between being a
journalist and a TV personality, a
difference between being a journalist and a
writer. This project is for people who want
to be journalists. Great journalists.
Jason WhitlockWendell Smith
Wendell Smith, an early black pioneer in sports journalism, began his career
in 1937 with the Pittsburgh Courier, a black newspaper. While covering Negto
league teams of the era, he campaigned for the integration of the Major
Leagues. On May 7, 1945, Smith attended a press conference during which
Brooklyn Dodger executive Branch Rickey announced the formation of a
new all-black baseball league. Rickey, after the conference, pulled Smith
aside and asked him for the name of a black player good enough to break
baseball’s color barrier. Smith responded, “Jackie Robinson.” Smith later
wrote for the Chicago Herald-American, a white-owned newspaper. Before
writing for the Herald American, he told his bosses, “I’m not going to just
write about blacks in sports. If you want me to be a sportswriter here I'm
going to write about all sports, and I’m going to do it fairly.”” Smith
subsequently became sports anchor Chicago television platform WGN and
penned a weekly column for the Chicago Sun-Times. He died of pancreatic
cancer in 1972. In 1993, he was posthumously awarded the J. G. Taylor
Spink Award an honor placing him in the Baseball Hall of Fame a year later.
15Write on Monday what everyone else will
think to write on Friday.
Jason WhitlockTHE BLUEPRINT
This project will stand as a journalistic example of capitalism at its highest
form, capitalism that exploits market demands while strengthening a
community that has struggled to find a collective positive voice for the
better part of four decades. A consequence of integration has been the
devastation of black media outlets, particularly black print publications,
which had long served as the hubs for coaversation, engagement, thought
and cultural activity for African-Americans,
‘Throughout the first 70 years of the 20th century, the best and brightest
African-American minds and writers worked for black newspapers. These
minds fought for racial equality while also fearlessly policing social norms
for African-Ameticans. Sam Lacy, a 60-year employee of Baltimore's Afro-
American newspaper, possessed one of these brilliant minds. He used his
platform/bully pulpit to fight for the integration of Major League Baseball.
He laid the foundation for Jackie Robinson’s transformative baseball career,
which laid the foundation for Dr. Martin Luther King’s civil-rights
movement a decade later.
Lacy was a great journalist. He never bowed at the feet of the athletes he
covered. He criticized Robinson for reporting to spring training 15 pounds
overweight. He was no fan of Jack Johnson’s behavior outside the ring. He
sipped Jesse Owens for not addressing race issues. Integration has muted
black journalists’ collective voice. Working for mainstream outlets, too often
the most talented black journalists are fearful of policing social norms and
ctiticizing black athletes and entertainers. What was seen as tough love while
working for a black newspaper is interpreted as selling out when working for
a mainstream outlet.
Integration also gutted black print publications of talent. The best flocked to
mainstream outlets and bigger paychecks, leaving a diluted, inexperienced
and overworked talent pool to lead the discussion of cultural issues at black
publications. The exodus of talent also led to an exodus of readers. Black
newspapers lost much of their congregations, choirs and reach. Sam Lacy
no longer has a church, and African-Americans no longer have an effective
black intellectual hub, at least not a written one. Black talk radio and BET
are inferior substitutes for written content. Substance is written first, spoken
second. A first draft of history is critical in determining a future course of
17Never doubt that a small, group of
thoughtful, concerned citizens can change
world. Indeed it ts the only thing that ever
has.
-Margaret Meadaction. Talk radio and BET have produced intellectual hubs that focus on
hip hop and celebrity culture. The top websites directed at a black audience
are worldstarhiphop.com,mediatakeout.com, bossip.com,
hotnewhiphop.com, globalgrind.com, hiphopdx.com. The Huffington Post
blog “Black Voices” is another top website. But it’s all commentary. It lacks
the other essential ingredients of journalism.
TheGrio.com and theroot.com are inspired but inferior, relying primarily on
rehashes of other outlets‘ reporting and predictable liberal commentary that
refuses to address some of black America’s most debilitating
pathologies. The lack of substance and tough love and the focus on hip-hop
are the reasons Jay Z and other rappers have moved ahead of LeBron James
and other athletes as the top icons in black culture. This is inappropriate and
unhealthy. The values associated with sports are closely aligned to the values
that best represent America: Hard work. Patriotism. Sacrifice. Teamwork.
Fairness. These values are not found in hip hop and/or music/celebrity
culture. Restoring LeBron James and other deserving athletes (regardless of
color) to their traditional role as leaders of America’s popular culture is good
business and the right thing to do.
‘The Undefeated, backed by the Worldwide Leader in Sports, can be a critical
tool in accomplishing these goals and strengthening televised sports as a
cultural force. Black people love social media. We tweet and Facebook at a
level higher than other ethnic groups. We watch television at a higher rate
than other ethnic groups. We are ripe for a website that capitalizes on our
passion for the Internet, social media and television. ESPN is the ideal
parent company for this project. No media company has had the
wherewithal and resolve to commit to diversity as steadfastly and effectively
as ESPN. Its also the rare television company that has never wavered on its
commitment to written content. This project is the perfect vehicle to
capitalize on those commitments. ESPN understands sports and television
significantly better than all of its competitors. Football, basketball, baseball,
etc. are televised drama no different from Breaking Bad, The Sopranos and
American Idol. Reality TV and realistic, scripted TV dramas ate a reaction to
sports’ power with Nielsen ratings. Bill Simmons and ESPN have been at
the forefront of writing about and analyzing sports through the TV lens.
Jason Whitlock and The Undefeated will take this brand of journalism to the
next level. The athletes, rappers, television and movie stars who resonate
most with African-Americans will be analyzed in the same pot. The social
19News is what someone wants suppressed.
Everything else is advertising. The power is
to set the agenda. What we print and what
we don’t print matter a (ot.
-Katharine Graham
20policies (drug war, mass incarceration) and the social cancers (single
parenthood, poor education) that impact the athletes, rappers and acting
stats will all be explored and defined through reporting, analysis and
commentary. We will be the hub, the conversation leader. Capturing the
attention of Tom Joyner, Steve Harvey and other black talk radio hosts is
critical. They’re Sam Lacy at the moment. We must make them dependent
on.us. They speak directly and indirectly to the wives, mothers, fathers,
gitlftiends, uncles and friends of the athletes we will influence. We want that
audience. Harvey is a super-talented comedian. Joyner is humorous. Our
website must reflect their sensibilities in terms of being a mix of serious
intellectual challenge and a place to have 2 good time and laugh out loud.
We will have causes. We will take a position against use of the N-word, and
write stories that hammer home these beliefs. We will get Holcombe Rucker,
the tireless education advocate and namesake of the legendary Rucker Park
league, into the Basketball Hall of Fame. We will strengthen and support the
Negro Leagues Baseball Museum. The museum is based in Kansas City,
where Whitlock has deep roots and strong connections with the people
running the museum. Partnering with the museum is a natural play for us.
Wee will support their annual Legacy Awards dinner. In the past, they've had
trouble getting A frican-American baseball players to come to KC to accept
the awards. With our support and ingenuity, the Legacy Awards should
become a must-attend event.
To accomplish these ambitious goals, The Whitlock website must be staffed
by a strong core of experienced, committed, talented print journalists
supported by 2 SEAL Team-in-training of six to ten youngsters willing to
make the necessary sacrifices to be the next Ralph Wiley, Michael Wilbon,
Wendell Smith or Bryan Burwell. Sam Lacy believed in diversity and
integration. So does this website. We can’t reach the audience we want
without making room for the daughters of Sam Lacy and his non-black
supporters. The site will be black, inclusive and highly successful.
21Show me somebody who is always smiling,
always cheerful, always optimistic, and 1
will show you somebody who hasn't the
faintest idea what the heck is really going
on.
-Mike RoykoCORE TENETS
Thought Leadership — We will make ESPN a thought leader on the single
most important issue in American history: race.
Impactful Journalism — We believe that great journalism is characterized
by the search for truth. This site will be defined by excellent journalism.
Original Thinking — We will take the time to report and thoughtfully
examine relevant and resonant topics to present a unique perspective on the
issues our audience finds most compelling.
Truth Telling — We will reflect on and expose the contradictions inherent
in African-American culture and the country at large in order to empower
our audience and advocate for our betterment.
Synergy — We will capitalize on and maximize our relationship with
ESPN.com by maintaining regular communication with digital decision
makers in Bristol and keeping them informed of our plans and schedule. We
will look for, create and take advantage of opportunities for existing ESPN
talent to contribute to the site in ways that extend our reach and enhance the
talent’s brand.
Compelling Over Comprehensive -- We will emphasize quality over
quantity by operating outside of the news cycle to present the most creative,
thoughtful and entertaining content.
Getting Social — We will interact with our audience in a way that reflects
their active engagement across social media and other platforms.
Reflecting the Culture -- From LeBron James to Steve Harvey, from
Michelle Alexander to Michelle Obama, from Richard Sherman to Kanye
West, this site will reflect the sensibilities of our diverse audience.
Developing New Voices — We will identify the media industry’s next
generation of talent and give them the platform and guidance to realize their
full potential.
Strategic Advocacy — The site will be a champion for the causes that are
most impactful for people of color with the goal of positively affecting the
community we address.
23As an essayist 1 don't believe in the fiction
of an anonymous observer. Rather than the
sham of objectivity, 1 think you should put
your perspective up front. That's only fair
to the reader.
-Ralph WileyCONTENT MODULES
1. Game plan: This section of the site will list the mission statement and
editorial goals. There will be a statement declaring our interest in strategic
advocacy. The masthead and list of contributors will live here. And there will
be an ongoing glossary for certain words, phrases and colloquialisms specific
to Black culture that will appear regularly throughout the site.
2. Jason Whitlock: ‘The site’s editor-in-chief has spent 20 years building a
sports-writing brand built on covering the intersection of sports, race and
culture. His work exemplifies the core tenets that will drive the site. This
bucket will house Whitlock’s columns, podcasts, TV appearances, radio
interviews, detailed bio and relevant information.
3. Sports: The site will focus on the sports most important to African-
Americans — the NFL, the NBA, NCAA football and basketball, and any
sports news events/athletes relevant to our audience. We also will carve out
a unique brand as the authority on Latino athletes, particularly those
excelling in Major League Baseball, MMA and boxing.
4, LeBron Project [MAY LAUNCH IN FALL 2015]: The site will take the
position that LeBron James is no longer in pursuit of Michael Jordan’s status
as the greatest basketball player of all time. LeBron’s target is bigger. He is
pursuing Muhammad Ali, arguably the most influential athlete of the 20th
Century. James’ move back to Cleveland is about empowering his inner
circle to execute their business and charitable interests and LeBron’s vision
of being a global role model. As a site, we want to be the source on LeBron
James the man. We want to assign a reporter to live in Akron and cover
LeBron James Inc. This will be the site’s signature sports project. The
reporter assigned to this project will be supported by an editor and Jason
Whitlock, who has relatively close ties with Maverick Carter, Rich Paul and
others within James’ inner circle.
5. Uplift: It’s critical that an clement of the site focuses on the redemptive
and heroic stoties involving black and Latino athletes. Athletes and fans
often claim that negative stories get more attention than positive ones when
it comes to athletes of color. It’s essential the site balance Whitlock’s edgy
and cynical tone with an uplifting storyteller. People like to share positive
stories through social media. For lack of a better description, the site
25There comes a time when silence is
betrayal.
-Martin Luther King Jr.needs a black Rick Reilly, Joe Posnanski, Mitch Albom, a highly skilled
reporter/writer who makes the site feel warm and fuzzy. Content in this
bucket will be sure to generate significant audience engagement and traffic.
6. Culture: This content bucket will complement ESPN’s established and
powerful connection between the sports and entertainment worlds. For
Afcican-Americans, the cultural link that binds the community together is
powerful. Black people love to gather around culturally significant
entertainment releases and celebrity figures to consume the content, to
discuss the bold-faced names and to feel joined in a relevant and rich
cultural context. Few outlets consistently cover African-American releases
and celebrities in a credible and cool way. There is a unique connection
between Black stars and the social issues most relevant to this site’s
audience. In the African-American culture, stars have historically held
significant positions in the civil rights movement, aad continue to serve
today as mouthpieces for the community at large. There will be tremendous
advertiser and sponsor support for this fun and entertaining content as there
is always a steady stream of industry releases.
7. Justice: You cannot properly cover the African-American experience
without covering the criminal justice system. The events in Ferguson this
summer highlight the need for a reporter with knowledge of, sources within
and a historical perspective on African-Americans and the legal system.
From mass incarceration to the war on drugs to stop and frisk to stand your
ground, the site must produce regular big-picture pieces that examine
African-Americans’ uneasy relationship with our criminal justice
system. “Justice” extends beyond criminality. It also signals the site’s
commitment to advocate on behalf of people of color for recognition,
equality and respect throughout the American landscape.
8, HBCU PROJECT [LAUNCH IN FALL 2015]: Establishing relevance
with Historically Black Colleges and Universities is imperative. Two
interns/scholars from an HBCU will collaborate on a three-plank project: 1.
Writing for and maintaining a daily blog that covers an essential narrative for
football and basketball. Example: August thru January “The Black QB
Project.” January thru May “Black Basketball Coaches.” 2. Maintaining the
daily “Mic Check” blog, which is monitoring black radio shows for
interesting content that can be highlighted on the site. 3. Maintaining the
weekly Divine Nine Top 10 men’s and women’s Step Teams.
27Write on Monday what everyone else will
think to write on Friday.
-whitlockThis content bucket will support and expand ESPN’s current Black History
Month and Martin Luther King Day content plans.
9. Engage: This site will not just offer information to our readers; we will
also capitalize on African-Americans’ proactive levels of engagement by
giving our audiences a platform to interact with us. Through a variety of
editorial franchises that will live primarily in this content bucket, reader will
be able to share their perspective and let us know what is most important to
them, The initial editorial franchises will be: 1. Keep It Hundred, a
curated Twitter-esque forum/feed that is comprised of 100-word riffs where
our readers and staff interact and debate our content and topics of the day.
2. The Open Three, reader /user-generated three-minute-maximum video
commentaries. 3. The Chin Check, a guest column from our readers that will
function as a full response and/or counter to content published by our site.
4, Daily Polls, an opportunity for readers to weigh in on a topical question of
the day. 5. Events, as the site develops an events calendar, information about
the happenings and related content will live here. The site should have a
significant presence at events such as the NABJ Conference, NBA All-Star
Weekend, The Super Bowl, panel discussions at HBCUs, Negro Leagues
Baseball Museum.
10. Video/Podcast: A frican-Americans like to engage in multi-form
content online. The most popular sites for this audience lead with video, and
we believe that a robust video platform will engage our target demographic
in a very meaningful way. Primarily, this site will capitalize on ESPN’s
tremendous video creation capabilities and archives, and we will be able to
create a powerful video platform through existing ESPN content. Original
video content will also be important for this site. We would like to develop a
relationship with ESPN Films in order to eventually produce original shorts,
documentaries and features. The site can involve well-known African-
‘American directors to execute these projects. As well, we can use our video
content to showcase the long list of African-American talent currently at
ESPN. Through a seties of high-level “Open Three” videos as well as other
opportunities, the company’s roster of proven and popular personalities can
have a voice. In addition, we will clip and host all of Whitlock’s television
appearances. As well, Whitlock’s Real Talk podcasts will live in this content
bucket. We will also develop on-staff talent who will guest on Whitlock’s
podcasts and eventually have their own.
29The truth is on our side. We should not
fear the truth. It is our best defense.
-Whitlock
30WRITING PHILOSOPHY
We're respectful of the news, but we're not a news-driven website like
ESPN.com. Our job is to be unique and to give ESPN something that can’t
be found anywhere else. Our dream scenario is to cteate and drive our own
news cycle with original reporting and writing. Our daily “cover story” is our
chance to be great and original every day.
As it relates to our high-impact stories, we should be asking these five
questions:
1. Is this smart?
2. Is this original?
3. Does this educate our base?
4. Does this put us ahead of the curve and drive conversation?
5. Does this reflect our belief we are the key to our salvation?
The 7 elements necessary for a good story:
~ Clear, concise writing.
~- Big idea(s)
-- Clever turn of phrases
-- New information, insight, reporting
-- Beautiful writing, painted pictures that take you to a scene
~- Evoke emotion ~- anger, joy, sadness, reflective, laughter
-- Hook the reader early with a memorable lede
31Smart people don’t take good advice. They
follow it.
-whitlockStory construction: Idea, Reporting, Conclusion
Idea: This is the first 300 to 1000 words of a story. This is your lede-
utgraph rolled into one. It’s the explanation of what's about to be explored.
Reporting: This is the next 600 to 6000 words. The reporting that backs up
your idea.
Conclusion: This is the final 200 to 2000 words. This is the summary of your
idea and reporting, You tie things together. Save a surptise piece of
perspective for your conclusion. Example: Geography’s impact on black
leaders in the Barkley piece.
33The why is what makes journalism an
adult game. The why is what makes policy
coherent and useful. The why is what
transforms bureaucrats and foot soldiers
and political leaders into viable
instruments of rational and affirmative
change. The why is everything and without
it, the very suggestion of human progress
becomes a cosmic joke.
-David SimonEXAMPLES OF GREAT CONTENT
Investigative
‘The Case For Reparations, by Ta-Nehisi Coates
http://www.theatlantic.com/features/archive/2014/05/the-case-for-
reparations /361631/
Column
Why Black Folks Can’t Breathe, by Jason Whitlock
hwwp://espn.go.com/espa/story/_/id/11984741 /whitlock-why-black-folks-
breathe
Sports Issue
Uncontested: The Life Of Donald Sterling, by Peter Keating
http://sports.espn.go.com/nba/news/story2id=4187729
Culture
‘The Stages Of What Happens When ‘There's Injustice Against Black People,
by Awesomely Luvvie
http://www.awesomelyluvvie.com/2014/12/stages-injustice-against-black-
people.html
Guest Column
Blackward Thinking, by Carl Banks
https: //mediumn.com/the-cauldron/blackward-thinking-e9d4fe07ce3c
Q&A
Chris Rock Talks To Frank Rich About Ferguson, Cosby And What ‘Racial
Progress’ Really Means
hetp:/ /www.vulture.com/2014/11 /chtis-rock-frank-rich-in-
conversation. html
Profile
Michael Jordan Has Not Left The Building, by Wright Thompson
http://espn.go.com/espn/story/_/page/Michael-Jordan/michael-jordan-
not-left-building
Meme
Odell Beckham Jr, Catch Memes
http://www.sicom/extra-mustard/2014/1 1/24/odell-beckham-;
memes#
catch-
35The fate of millions of people—indeed the
future of the black community itself—may
depend on the willingness of those who care
about racial justice to re-examine their
basic assumptions about the role of the
criminal _fustice system in our society.
-Michelle Alexander~UNDEFEATED STAFF PRESENTATIONS
ESTABLISHING/MAINTAINING SOURCES
JERRY BEMBRY
EVERYBODY IS IMPORTANT
Establish relationships with everyone, from the star player to the last guy on the bench. Get to
know the assistant coaches, video coordinators and trainers. All can provide valuable
information.
STAY CONNECTED/DON’T BE A STRANGER
Make attempts to meet with your sources on a regular basis. If you can’t meet with them one-
con-one, call them. And don’t just reach out to your sources when you are in need. Michael
Wilbon makes attempts to see all of the top teams when they come to town. He reaches out to
all of the top players and coaches. That helps in the post season, when he’s asking
those individuals for information and requesting one-on-one interviews.
CONNECT WITH THE INNER CIRCLE OF THE PEOPLE YOU COVER
It might be an agent, a family member ot a good friend. The inner circle is often the key to
great information.
ESTABLISH A LIST
Make a list of names that include sources you have, sources you want to have and sources you
dream of having—but seem out of reach. And make an effort each day to reach our to people
on that list. That will help develop and maintain relationships.
RESPECT OFF THE RECORD
If you burn a source, that person will quickly become an ex-soutce. Make sure to establish the
rules of off-the-record/background up front.
FOLLOW UP
Make sure you send links to stories to your source. In this age of the Internet, not all stories are
easily found.
THE WARNING
If you write a negative/ctitical piece, alert the subject in advance Athletes might feel betrayed if
_fhey are blindsded. Failure to alert them about a negative story might impact the slasionship.
37CONCISE SENTENCES & ACTIVE VERBS
BRANDO SIMEO STARKEY
ABCs
Accuracy
Brevity
Clarity
Accuracy
Avoid generalizations
Spell names and titles correctly
Avoid exaggerations
Don’t inflate things beyond their importance. Look at things for what they are. A
staff meeting is not a summit conference.
Distinguish fact from opinion
Check facts and sources for accuracy and reliability
Brevity
Make every word count
Rewrite wordy phrases
Reduce redundant phrases
Clarity
Write thoughts in logical order
Be specific
Choose direct words
Use words correctly
Reread,
Brevity
Strunk & White
“Vigorous writing is concise. A sentence should contain no unnecessary
words, a paragraph no unnecessary sentences, for the same reason
that a drawing should have no unnecessary lines and a machine no
unnecessary parts. This requires not that the writer make all his
sentences short, or that he avoid all detail and treat his subjects
only in outline, but that every word tell.”
Brevity
Good writing is good editing
38And when you finish editing your work, ge-back-end-edit again. After that, ge
back-and-edit some more. A boss may never tell you he/she loved your
letter or resume, but ones that are tightly written and-welLeomposed-will
leave an impression.
Because of the fact that people benefited from reading my article, I deeided-to
write- wrote another.
Brevity
Mindset
Can this sentence be shorter?
Just because a sentence says what you want doesn’t mean it says it best
Be critical!
One less word = make the change every time
Brevity
Nominalization = using nouns instead of verbs
Make a decision = decide
Came to the conclusion = conclude
Consideration is being given = consider
Brevity
Whether or not ~ whether
Starting sentences or clauses with “there is” “there are” “it is”
There is something to be gained by working slower.
We gain by working slower.
More on this later
Brevity
Any use of it where it isn’t a pronoun
Ieate all my food.
Good
Tt was dark when Cindy went to sleep.
Cindy went to sleep at nightfall.
Shorter
39Brevity
Sentences that start with you. Think about writing them as. a command.
You can look downstairs to see an amazing sight.
Look downstairs to see an amazing sight.
Brevity
Strunk & White
Ie appears = apparently
He is a man who = he
Ina hasty manner = hastily
This is a subject that = this subject
The reason why is that = because
Active Verbs
Strong writing is the work of subjects and verbs.
Clear/Correct subject + Strong verb = makings of a forceful sentence
Bad/Incorrect subject + weak verb = ineffectual writing
Wrong subject Wrong/Weak Verb
We're a little more than a month away from the Kings of Baby-making music
releasing their fourth CD.
The Kings of baby-making music will release their fourth CD in about a month.
Fewer words
Active Verbs
Active voice over passive voice
Exception: what's the subject
Story on Barkley; Barkley should be the subject of most sentences
White people on campus treated Barkley well
Barkley was treated well by white people on campus
Active Verbs
Try to rewrite sentences that have weak verbs.
State of being verbs
Is, am, are,
40EDITORS’ AND WRITERS’ DON'TS
JOHN HASSAN
When a writer hands in what appears to be a rough draft. It’s unprofessional
and lazy. Writers should be willing to cut their own work before handing it
in. A good writer knows he doesn’t have to include everything he uncovers
in a story. Just the best stuff that tells the story most pointedly and
succinctly.
Tt bugs me when a writer gets facts wrong, misspells names, uses clichés, and
doesn't use every word to serve the purpose of her story.
Ignores a word-count mandate. Or it’s just simply way too long. Some times
a long story just means the writer didn’t do a self-edit.
Files past deadline.
Relies too heavily on quotes.
Sends in multiple changes after the piece has already gone through the
editing process.
Writes a story with info/details/quotes that steps all over a piece assigned to
another writer or is simply repeating or covering what another writer has
written previously.
Doesn’t want to listen to editorial guidance. Wants to be the writer AND
editor of his/her own story.
‘Tries to be provocative, hoping the editor might let it slide.
Doesn’t understand that part of the editor’s role is to save a writer from
himself.
I'm not happy when a writer spends a bunch of unnecessary time and energy
“what-if"ing a story at every possible turn — what if this person says this?
What if I learn that? Just stop. The answer to your "what if" question usually
lies in more reporting. So just go do that. And then we can talk more.
43When writers make me explain the importance of talking to more than just
the subject of the story.
T'm not happy when a writer pushes deadline and doesn't communicate with
me. She vanishes and keeps me guessing. It's rude -- not just to an editor,
but to the copy editor waiting on that story and the page 1 team and the
sport groups and the social group waiting to post it... There's a chain of
people you're keeping waiting. Don't. Let your editor know what's going on.
‘There's a difference between what you think/suspect and what you know.
Report, then write what you know and can support because of your
reporting.
I'm troubled when writers don't keep an open mind when reporting. Pitch
an idea and proceed with a thesis, but keep an open mind. The story you
want to write might not be there — but your reporting might produce an
even better story. Be open to that.
Stay off email with sources and subjects when possible. The best reporters I
know rarely use it.
44C
SCENE & DETAIL
JESSIE WASHINGTON
* As reporters we have to develop an eye for it. It takes practice. You need a
consistent way to record the scene and detail at the time. It doesn’t work to
try and remember it later. I use a notebook and write down absolutely
everything, then choose the best 10 percent later for the story. Others use
photos or videos from their phone. But you have to record everything.
* Example of the above: The AP story that described what's on the top shelf
of Mark McGwire’s locker. If the reporter had not written it down, the
steroid era might not have unfolded the way it did.
* Make recording scene and detail part of every reporting thing you do.
Write down details about the people you interview, the places you go to
interview them, what their voices sound like, everything—even if you don’t
expect to use it.
* Record other things besides what you see—sounds, smells, temperatures,
tactile sensations, ete.
* Example: The lead to Jerry’s story about the woman in Iraq, The smell of
the rooftop tar.
* GET OUT OF THE OFFICE. GET OFF THE PHONE.
* Once you have amassed the details, carefully choose which ones to use.
‘The details need to reveal something about the subject or theme. Detail just
for the sake of detail is annoying and slows down the story.
* Example: In the Barkley story’s church scene, the sound of jingling coins
during the collection illustrates the poverty of the congregation. On the
other hand, we did not use detail from the TNT studio or the Auburn
campus.
* Final point: To get an eye and a feel for scene and detail, read, read, and
read some more. Read books—they MUST create scene and detail. We must
do it too.
45Change is certain. Growth is optional.
- Anonymous
A life is not important except in the impact
it has on other lives.
- Jackie Robinson
‘He who is not courageous enough to take
risks will accomplish nothing in life.
- Muhammad Ali
Failure is not fatal. But failure to change
might be.
~John Wooden