American History of Business Journalism

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In: Awards 22 Oct 2013 0 comments

Each year, the New York Financial Writers’ Association presents an award named in honor of its founding president to an outstanding journalist for a significant long-term contribution to the profession of financial journalism.

Past Winners:

• 2015 – Daniel Hertzberg, The Wall Street Journal and Bloomberg News

• 2014 – John Huey, Fortune and The Wall Street Journal

• 2013 – Tom Herman, The Wall Street Journal

• 2012 – Susie Gharib, Nightly Business Report

• 2011 – James B. Stewart, author and columnist, The New York Times

• 2010 – Gretchen Morgenson, The New York Times

• 2009 – Allan Sloan, Fortune

• 2008 – Jerry Flint, Forbes

• 2007 – Diana B. Henriques, The New York Times

• 2006 – Terri Thompson, Knight-Bagehot Fellowship, Columbia University

• 2005 – Byron (Barney) Calame, The Wall Street Journal

• 2004 – Jane Bryant Quinn, Newsweek

• 2003 – Matthew Winkler, Bloomberg News

• 2002 – Paul E. Steiger, The Wall Street Journal

• 2001 – William Wolman, BusinessWeek

• 2000 – Paul R. Martin, The Wall Street Journal

• 1999 – Alan Abelson, Barron’s

• 1998 – Floyd Norris, The New York Times

• 1997 – Sally Heinemann, Bridge News

• 1996 – Stephen B. Shepard, Business Week

• 1995 – Leonard Sloane, The New York Time

• 1994 – John H. Allan, Bond Buyer

• 1993 – Ray Brady, CBS Network News

• 1992 – John A. Dierdorff, Business Week

• 1991 – Marshall Loeb, Fortune Magazine

• 1990 – Stan Strachan, National Mortgage News

• 1989 – Carol Loomis, Fortune Magazine

• 1988 – Myron I. Kandel, Cable News Network

• 1987 – Albert L. Kraus, Journal of Commerce

• 1986 – Dorothea Brooks, United Press International

• 1985 – Robert M. Bleiberg, Barron’s

• 1984 – Joseph M. Guilfoyle, Dow Jones News Service

• 1983 – Leonard Silk, The New York Times

• 1982 – Ben Weberman, Forbes Magazine

• 1981 – Vermont C. Royster, The Wall Street Journal

• 1980 – Louis Rukeyser, “Wall Street Week”

• 1979 – Sylvia Porter, Field Syndicate

• 1978 – Lewis Young, Business Week

• 1977 – James W. Michaels, Forbes Magazine

• 1976 – Sam Shulsky, King Features Syndicate

In: Awards 01 Jul 2013 0 comments

The Alliance of Area Business Publications presented 107 awards to newspaper and magazine business periodicals June 26, 2010, the climax of its three-day annual Summer Conference in Indianapolis.

There were 555 entries from 47 publications in the competition this year. Despite the economy, entries remained the same as last year. Divisions include Magazines, Newspapers, Open, Online and Best of Show. Gold, silver and bronze awards were presented in most categories.

MAGAZINES ONLY
Best Cover
Bronze: DBusiness, R.J. King, editor; James Van Fleteren, creative director
The fusion of elements is what makes this cover of DBusiness work. The letter to President Obama emerging into the light from the obscure background and the suggestion of the chief executive’s hands is a forceful way to send a message about the ailing car industry. The elegant logo, effective callouts and nicely placed sticker support the concept and seamlessly unite into an effective whole.
Silver: Twin Cities Business, Jay Novak, editor; Chris Winn, designer; Craig Bares, photographer
December covers can be a problem for magazines – do editors acknowledge or ignore the holiday? In this surprising cover with its playful typography and touch of humor – Yes, it IS a real business story – Twin Cities Business embraces the challenge. Editors found an appropriate story and the design team matched their efforts with a good cover subject, garbed him appropriately in a Santa business suit and briefcase and posed him like any commuter. Creative, fun and, more importantly, effective.
Gold: Florida Trend, Mark Howard, editor; Gary Bernloehr, art director; Jason Morton, associate art director
The February cover is a grabber. Especially impressive is the flawless integration of words and visual, a happy marriage that effectively serves the concept. The bold display type tucks into the underside of the illustrated weapon and both confidently emerge from the white background. Color is used judiciously and secondary elements – the type and photos above the distinctive logo and callouts on the bottom of the page – are handled simply and well.

Best Feature Layout
Bronze: No award.
Silver: Twin Cities Business; “Positively Fourth Street”; Chris Winn, design director; John Mowers, photographer; Gene Rebeck, editor
The illustrative elements and hand-drawn headline treatment accurately reflect the tone and feel of the neighborhood that is covered in the story. The design has a definite magazine feel that is carried through consistently on all the pages of the package.
Gold: Florida Trend; “Course Correction”; Gary Bernloehr, art director; Jason Morton, associate art director
The dominant documentary photo on the opening spread draws readers into the story. Additional photojournalism is strong and is displayed well throughout the story pages. Pull-out statistical information makes the design more engaging and provides an easy snapshot for readers who prefer to skim the pages. It is a classic design that works well across multiple spreads.

Best Use of Photography/illustrations
Bronze: Virginia Business, Robert Powell, editor. Matt Brown and Kerry Talbot, illustrators, Mark Rhodes, photographer
This entry was noted for its strong commitment to and use of illustrations, particularly the CEO Pay, Private Contractors and Recession-proof illustrations.
Silver: Florida Trend, Mark Howard, editor. Gary Bernloehr, art director; Jason Morton, associate art director; Rob Zammarchi, illustrator
The strength of the entry was the illustrative work, including the Bucks for the Bang cover, a creative way to illustrate a difficult concept — simple, to the point and easy to read. The environmental portraits were of good quality and technically well made, Of special note were the Breaking News and Mike Peters. There was good documentary work in Course Correction.
Gold: Business North Carolina, David Kinney, editor. Steve Exum, photographer; Rob Edwards and Tim Foley, illustrators
This entry is a smart, well-rounded entry. Good use of both illustrations and photography. The Wachovia illustration is humorous and technically well done. “Deficit Spending” graphic is clean, easy to read and contains good information without distracting elements in the design. Hot Stocks show the publication’s willingness to take risks with their work. It was nice to see a photographic essay in the entry.

Best Overall Design
Bronze: Twin Cities Business; Chris Winn, design director; Scott Buchschacher, art director
Designers take a lot of chances with the feature layouts in this magazine, and the result is a publication filled with vigor and energy. Cover designs reflect a strong effort to create imagery that grabs attention. Overall the design feels inviting and approachable.
Silver: Florida Trend; Gary Bernloehr, art director; Jason Morton, associate art director
The design structure effectively communicates that the editorial content is serious and substantive. From front to back the unwavering consistency in typography, the strong photography, and the fine attention to details create a sense of quality. Each page also has a clear entry point that engages the eye and encourages spending time with the magazine.
Gold: DBusiness; R.J. King, editor
From the exquisite logo to the elegant typography to the attention-getting section labels, the design choices throughout this magazine give the content a clean, contemporary look and feel. There is savvy use of color in the subhead typography. Illustrations are well chosen and presented. And infographics also are used effectively.

Best Feature
Bronze: Florida Trend; “Gold Rush,” Mike Vogel, writer
Here’s a tricky job: Profile in a fair way a business — and businessman — that is, perhaps, equal parts savvy and shady. This writer pulls off this feat with style, narrating the story of Cash4Gold in an insightful, honest and credible way.
Silver: Georgia Trend; “How Kia Came to Georgia,” Jerry Grillo, senior editor; Susan Percy, editor; Neely Young; publisher
An “autopsy” story like this one chronicling the process of landing a Kia manufacturing plant can easily go astray given that the “news” has already happened. This story avoids that fate by employing a nice narrative style and reporting the glitches and setbacks as well as the successes along the way, all of which makes for plenty of dramatic tension.
Gold: Florida Trend, “Bucks for the Bang,” Mike Vogel, writer
Business is good for gun dealers these days, as this well-reported and highly descriptive feature makes clear. The writer paints a detailed portrait of an interesting gallery of characters, while also integrating the numbers underlying the trends. A good story idea, very well executed.

Best Personality Profile
Bronze: Business North Carolina, David Kinney, editor; Edward Martin, writer
Strong narrative elements — scene-setting, dialogue, character development and effective use of anecdotes — reveal the personal tribulations of NASCAR icon Rick Hendrick in the context of his business empire.
Silver: DBusiness, Rick Bohy, writer; R.J. King, editor; David Mesrey
An engaging, delightful read about a retailer whose knack for spotting consumer trends helped transform a countertop operation in his father’s hardware store into a global business.
Gold: Twin Cities Business, Jay Novak, editor; Jack Gordon, writer; Denise Logeland, editor
Entertaining and informative writing explains why a Minneapolis attorney was suited for a courtappointed
assignment that involved managing assets in a $3.5 billion Ponzi scheme. The writer makes the requisite legal background accessible and intertwines human elements to show how the attorney’s personality was a perfect fit for the job.

Best Body of Work – Single Writer
Bronze: Virginia Business, Heather B. Hayes, writer
Every publication wants this writer on staff – one who’ll swing at any subject and hit a home run. Hayes shows her range with a textbook technique – solid reporting on topics that range from assessing the impact of stimulus money to the demand for cyber security specialist to stem tech headaches for local business.
Silver: Twin Cities Business, Jack Gordon, writer
What sparkles in Gordon’s work is writing the complex profile story – stories of people caught up in a complex web of business and crime. These are stories that can be weighty, but in Gordon’s grasp, read as smooth as a cocktail after a tough day. Gordon also excels on the “sidebar” taking the story to a different level through bottom-of-the-page short additions.
Gold: Business North Carolina, Edward Martin, writer
Great detail gives wings to great writing. You can almost hear the stillness when Martin poses tough questions to race team owner Rick Hendricks, or hear the hope and hopelessness of Hispanic workers; he even makes you feel the emptiness of a has-been shopping mall. Martin clearly elevates every story he touches, regardless of subject, and is one of the few writers who uses dialogue well.

NEWSPAPERS ONLY
Best Front Page
Bronze: Crain’s Chicago Business, Jason McGregor, Thomas J. Linden and Melissa Phee
The centerpiece package lays out the most important information in an impactful manner. The image of the Olympic Flame easily dominates the rest of the page, but it also carries the underlying message that the city of Chicago could get burned by bringing the Games to the Windy City. The message is driven home with an attractive comparison chart showing which expenses would be covered under the city’s insurance plan and which wouldn’t.
Silver: Baton Rouge Business Report, JR Ball, Scott Gremillion and Hoa Vu
The image of the handgun leaping off the front page is enough to grab anyone’s attention. This design takes that approach several steps further to add layers of context. Adding rising smoke from the barrel of the gun shows the problem is immediate and important. The typography pairs well with the image in terms of relative size, impact and tone. The design also incorporates an attractive promo to an inside story that doesn’t step on the impact of the main package.
Gold: Indianapolis Business Journal, IBJ Art Department and Jo Hohlbein, Creative Director
This front page incorporates a clever, creative and compelling photo illustration with a simple, traditional news design to create a front page that is visually stimulating without overwhelming. The design does all the little things right — smart headlines, well-written promos and a clearly defined grid. The photo illustration, with its emphasis on framing through the use of hands coming together in prayer, takes an otherwise solid layout and turns it into a creative, award-winning design.

Best feature layout
Bronze: Indianapolis Business Journal, Focus: Construction/Design/Engineering Quarterly; David Vrabel, designer, and Norm Heikens, editor
It’s a nuts-and-bolts topic – engineering, design and construction – and the design of this feature matches it perfectly. The artist’s renderings are well used with a consistent style in the imagery. The pieces read well together, but the individual pieces are inviting, too.
Silver: Crain’s New York Business, “Secrets of the Survivors,” Xana Antures, editor; Steven Krupinski, art director; and Buck Ennis, photography
The mix of then-and-now imagery complements the topic and is a strong example of the adage: Show, don’t tell. The breakout boxes reinforce the history of the businesses showcased here. The design moves the reader through the page.
Gold: Baton Rouge Business Report, “Young Entrepreneurs,” Scott Gremillion, editor, and Carolyn Valentine Blakley
The designer respected the strong portraits. The color is playful yet controlled. The tone of the design matches the tone of the topic. It’s inviting and easy to read. There’s a commonality in all the content. It’s cohesive, sassy and sharp. It’s just right.

Best Use of Photography/Illustrations
Bronze: Crain’s Cleveland Business, Mark Dodosh, editor
This publication does a very good job with creative illustrations on its covers. “Economics of Green Building,” “Planting the Seeds” and “Eye on Spying” were all judges’ favorites.
Silver: Los Angeles Business Journal, Charles Crumpley, editor, Robert Landry
Two projects in the entry were very strong: “City of Industry” and “Best Face Forward.” “Industry” was a cohesive package that covered the topic well. “Best Face” was a collection of wonderfully funny portraits. The Wealthiest Angelenos list also attracted the judges’ attention.
Gold: Crain’s New York Business, Xana Antures, editor; Steven Krupinski, art director; Buck Ennis,
photographer
Crain’s New York knows how to design for impact on the page. The use of photography is good, the lead images consistently dominate the page. The photographic images strive to go beyond average with a variety of angles, lens types and compositions. Of particular note in this case is the “greening rooftops” piece and “Feats beyond Belief.”

Best Overall Design: Small Tabloid
Bronze: BizTimes Milwaukee, Shelly Tabor, art director
Consistent design strategies provide a strong sense of identity. Variety in use of graphics, illustration and photo demonstrates an understanding of how to use each; type hierarchy adds to visual variety.
Silver: Central Penn Business Journal, Kathryn Morton, managing editor-design
Strong use of photography with photos played well throughout publication. Variety in covers
shows strength and creativity in design. Business of the Year 2009 insert has clean, easy-to-read design
that takes a lot of content and makes it approachable.
Gold: Mainebiz, Jan Holder, art director
Variety in covers demonstrates smart, appropriate use and play of visuals. Excellent use of
contrast on pages without color. Photos contribute to story. Covers have variety while maintaining
identity of publication. Consistent design throughout the publication, which has nice pacing and structure.
11b. Best Overall Design: Large Tabloids
Bronze: Crain’s Chicago Business, Thomas J. Linden, editor
Sophisticated portraiture anchors many of this magazine’s spreads. They use a variety of graphic
styles well for data visualization in the Book of Lists. The typography has a lot of personality, and a
visual consistency throughout is a hallmark of Crain’s Chicago Business.
Silver: Crain’s New York Business, Xana Antunes, editor
This publication offers visual variety. The publication doesn’t feel templated, and readers are
rewarded with surprises such as the 2009 City Facts package. Context-rich infographics contribute
mightily to the storytelling, and other pages are anchored by nicely varied photography.
Gold: Baton Rouge Business Report, Scott Gremillion, editor
This publication stands out for overall excellence. The designers know how to choose and play
photos in a way that is consistent with the overall visual message. They use typography consistently and
have a color palette that works well with their printing capabilities. Nice, consistent touches throughout
offer a sense of unity. The strengths are highlighted in the young entrepreneurs package and the 40 under
40 package.
12. Best Feature
Bronze: Crain’s New York Business, Aaron Elstein, senior reporter; Megan Johnston, contributing
reporter; Glenn Coleman, managing editor
Dramatic tension can propel a story. What’s especially impressive about “Inside the Panic at
Reserve Fund” is the ability of Aaron Elstein and Megan Johnston to create that tension by using e-mail
records and other information in court filings. Everybody knows disaster struck in fall 2008, but the story
still manages to entertain and inform.
Silver: Crain’s Detroit Business, Chad Halcom, reporter
In “Cruising into conflict,” reporter Chad Halcom charts the roller-coaster fortunes of Park West
Galleries Inc., known for its art auctions onboard cruise ships. Halcom weaves in meticulous research
from public records and legal proceedings in multiple states to paint a complex picture of how fine art is
sold to the public. Halcom incorporates information from a wide range of sources.
Gold: Baton Rouge Business Report, Stephanie Riegel, writer
Instead of engaging in unabashed boosterism for a local development, Stephanie Riegel offers a
complex investigation into a $200 million project in Baton Rouge and the developer behind it. Her
engaging story relies on court documents, former employees and outside experts on real estate and
banking to provide context for understanding the project’s troubled history. And, even though developer
Tony Spinosa declined to be interviewed, Riegel provides a balanced story that also illustrates the
development project’s successes.
13. Best Personality Profile
Bronze: Crain’s New York Business, “Look Who Remade New York,” Theresa Agovino, senior reporter;
Erik Ipsen, deputy managing editor
In this concise portrait, Agovino delves into the work that Amanda Burden does as the city
planning commissioner and why this former socialite chooses to do it. Readers get a peek at the backroom
bargaining that goes on between the city and developers. The story explains both the commissioner
and the process in New York.
Silver: Baton Rouge Business Report, “The Gospel According to Paul,” Penny Brown Font, writer.
Font explores the reasons that a successful lawyer would agree to take a state job of running the
schools. She talks, on the record to critics and supporters to write a profile that reflects the subject’s hardedged
personality in a truthful way.
Gold: Los Angeles Business Journal, “Won’t Back Down,” Daniel Miller, staff reporter
Opening with a revealing anecdote, this profile introduces readers to a major real estate owner
who is almost unknown in his own city. Now that he is in a financial crisis, he has for the first time
opened up to a reporter, as did several of his friends and business associates. This profile reveals, informs
and entertains with its narrative flow.
14a. Best scoop: Small tabloids
Bronze: Hartford Business Journal, “More Violations at Hartford Hospital,” Diane Weaver Dunne, writer
and managing editor; John Ferraro, editor
Some of the largest businesses in any community are hospitals, and the Hartford Business Journal
kept its eye on troubled local hospital. Diane Dunne uncovered progress reports that showed that Hartford
Hospital, already on probation, had 30 additional health violations, including one where a surgical
instrument was left inside a patient for more than two weeks.
Silver: Boulder County Business Report, “City: Contractors owe millions,” David Clucas, writer; Doug
Storum, editor
This classic document-reporting project showcases how government inefficiency creates major
headaches for the business community. The story, which was picked up by other local media, exposes the
limits of estimating construction taxes. More than 1,000 businesses discovered they owed thousands in
back taxes after a city audit showed they had been under billed by $5.2 million.
Gold: Northwest Arkansas Business Journal; “Physician Groups Bruised By Hogs’ Medical Proposal,”
Bob Keys, associate editor; and Chris Bahn, Northwest editor for ArkansasSports 360.com
This jaw-dropping story was sparked by rumors that the University of Arkansas was hitting up
doctors in a “pay to play” scheme – suggesting large donations in return for being chosen as a provider
for athletic teams. In what became a statewide outrage, Keys and Bahn uncovered that athletic department
officials were hiding a PowerPoint presentation that implied health personnel were expected to pony up
large donations in return for contracts for athlete’s health care. This was a classic example of dogged
reporting uncovering a secret in the “clubby’ world of collegiate athletics.
14b. Best Scoop: Large Tabloids
Bronze: Los Angeles Business Journal, “The big slip-up,” Alexa Hyland, reporter
Acting on a tip during casual dinner conversation, Hyland dug through the court record to expose
a scandal in which a local attorney recruited Nicaraguan men as dummy plaintiffs in a fraudulent
pesticide lawsuit against Dole Food Co. Inc. The timing couldn’t have been better, as the Los Angeles
Film Festival prepared to premiere a documentary extolling the virtues of the “heroic” attorney, Juan
Dominguez.
Silver: Arkansas Business, “IberiaBank’s fraud suspect identified,” Gwen Moritz, reporter and editor
Moritz should be a detective. Poring over reams of financial statements and court documents, she
pieced together a rock-solid timeline of deception and desperation to identify Dana Washburn — the wife
of a former Walmart executive – as the woman who defrauded a local bank of $3.6 million. This is a
perfect example of following the public record to nail the story.
Gold: Crain’s Chicago Business, “Blues brass grabs green,” Mike Colias, senior reporter
In an age when the spiraling cost of health insurance has spawned national outrage, Colias helps
us understand how an executive at Chicago-based Health Care Service Corp. raked in $15.3 million –
simply for leaving the company. And that executive wasn’t alone. Even as the number of uninsured in
Illinois is on the rise, Health Care Service pays its executives more than any Blue Cross affiliate in the
country.
15. Best Coverage of Local Breaking News
Bronze: The Daily Record, staff
“Dixon Convicted” provides comprehensive coverage of the verdict against Baltimore’s sitting
mayor with in-depth stories and a rich assortment of attractive photos, graphics and timelines. The
newspaper covers the news of the day well and pushes even further with forward-looking stories about
what happens next for the mayor and the business community.
Silver: Indianapolis Business Journal, J.K. Wall, reporter
These are three must-read stories about layoffs and restructuring at hometown heavyweight Eli
Lilly and Co. The first, published online around 30 minutes after the story broke, tells the news and
provides key context. The follow up posted later in the day expands upon the reason for Lilly’s challenges
and looks at how the company plans to meet them. “Seeking success in the Red Zone,” which ran later in
the print edition, and features candid assessments from company leaders.
Gold: Charleston Regional Business Journal, Molly Parker, staff writer; newsroom and production staff
Kudos for this well-rounded package of stories about Boeing’s decision to build an assembly line
in North Charleston. In her breaking news stories online, staff writer Parker provided reaction from
businesses and political leaders, kept readers on top of key developments and worked in context about
labor relations in Washington state, Boeing’s home base. The Business Journal, with its print package a
few days later, displayed a smart use of resources with stories focused on essential angles. Sending a
reporter to report from Washington state added heft to this package.
16. Best Body of Work, Single Reporter
Bronze: New Orleans CityBusiness, Richard A. Webster, staff writer; Gary LaRose, editor
Webster’s body of work demonstrates an investigative emphasis, as he questioned the validity of
business property tax assessments, racism in the workplace, restaurant workers as crime victims and
migrant day laborers as easy prey for employers. Webster’s reporting is deep and his writing is clear.
Silver: Crain’s New York Business, Aaron Elstein, senior reporter; Glenn Coleman, managing editor;
Xana Antunes, editor
In his package of four stories, Elstein profiled a “tyrannical” deposed CEO, explained corporate
distorted balance sheets, exposed a hedge fund manager without strong credentials who fleeced investors,
and predicted the intensification of law enforcement aimed at illegal trading. Competing in the hothouse
environment of New York City, Elstein is especially impressive as he matches or out-reports the
competition.
Gold: Baton Rouge Business Report, Stephanie Riegel, reporter; Scott Gremillion, editor
Riegel exposes a shadowy out-of-town developer, a separate developer whose dealings attract
lawsuits, an apartment complex that might destroy the fabric of a neighborhood, plus explains smart
growth controversies around Baton Rouge. Riegel’s writing is especially strong.
OPEN CATEGORY (NEWSPAPERS AND MAGAZINES)
17. Best Bylined Commentary
Bronze: Colorado Springs Business Journal, “City Needs to Selfishly Guard Its Limited Water Supply,”
John Hazelhurst
“City Needs to Selfishly Guard Its Limited Water Supply” takes a pointed look at an issue of
great import to the local community, while addressing regional issues as well. The writer’s thesis is
clearly stated and his arguments are made clearly but without a lot of snarky asides. A readable,
actionable column.
Silver: Virginia Business, “Don’t Let Awards Cloud the Issue: Virginia Still Needs to Fix
Transportation,” Paula Squires
A column of enormous importance to the state, delivered with a ringing indictment of the status
quo. Extremely well-reported, the writer uses an array of numerical evidence to advance her arguments,
and manages to pull off the difficult task of making math interesting and meaningful. This is a column
that cries out for action.
Gold: Crain’s Cleveland Business, “Can You Handle the Truth?” Mark Dodosh
The judges enjoyed the combative, aggressive tone the writer took in squaring off with an
adversary, and the way in which the column deconstructs, one by one, the criticisms offered by a reader.
By taking what would have been insider baseball and turning it into a column, the writer deftly made
much larger points about the issue at hand. Clever writing, great topic selection and a wonderful spin on a
letter to the editor.
18. Best Editorial
Bronze: The Daily Record, “Time for Dixon to step aside,” Tom Linthicum, editor
This editorial goes right at an issue that impacts the business community, city government and the
citizens that depend on both. The call for the mayor to resign in the midst of a scandal takes courage. This
publication did not back away from the challenge. The editorial is well written and spirited.
Silver: Florida Trend, “The Sonnenschein State,” Mark Howard, editor
Renewable energy is the topic of the moment, and this editorial points out that Gainesville might
not be heading in the right direction. The arguments in this editorial are backed up with telling evidence.
Gold: Crain’s Cleveland Business, “A fine mess,” Mark Dodosh, Editor
There was uncertainty about the amount of tax money that would be brought in by the video slot
machines. When the figures changed, Crain’s Cleveland Business called the governor out on it. This
editorial deals not only with the problem of the slot machines but also with the looming budget deficit it
was suppose to help solve.
19. Best Recurring Feature
Bronze: Crain’s New York Business, “Gotham Gigs,” Valerie Block, deputy managing editor; Miriam
Kreinin Souccar, senior reporter; Hilary Potkewitz, reporter
This innovative feature with a wonderful title opens the window on people who otherwise would
not be known by readers. The smart selection of profile subjects combines with strong photographs, thus
allowing the feature to move beyond ordinary personality profiles in a business magazine. Above all,
“Gotham Gigs” illustrates that you don’t have to write long to tell a compelling story about an intriguing
person.
Silver: Indianapolis Business Journal, “Behind the News,” Greg Andrews, managing editor
Greg Andrews writes his column with authority. He tells hard-hitting stories to readers. Andrews
tells you things that some people may not want you to know. He bases his tightly written articles on
strong reporting.
Gold: Florida Trend, “Of Counsel,” Art Levy, writer
Whether you are a lawyer or not, Florida Trend’s “Of Counsel” feature makes accessible the
complicated textures of the legal business. Consistently, “Of Counsel” deals with aspects of “lawyering”
that normally do not gain sufficient coverage in business publications. Well-reported and strongly focused
stories explain topics such as the rights of parents to sue on behalf of their children, even after parents
have signed legal waivers; private attorneys who chafe at judges who require them to be public defenders;
and a law firm that addresses the legal gray areas with gambling on professional tennis matches.
20. Best Investigative Reporting
Bronze: Hartford Business Journal, Diane Weaver Dunne, “Profiting from Shadow Labor”
The best thing about this article is the idea. Instead of taking the easy, and common, way out and
focusing on the undocumented workers, Ms. Dunne cast a critical eye on the companies that profit from
their labor and the failures in enforcement that allow that. Thorough reporting, clear writing.
Silver: Indianapolis Business Journal, Cory Schouten, “Simon Says, City Does”
This is a well-balanced but powerful examination of the mutually beneficial relationship between
the city and its most powerful family. Packed with relevant detail and clearly written, the piece sheds light
on a corner of government-business ties that both sides probably would have preferred to remain in the
dark.
Gold: Crain’s Chicago Business, Joseph Cahille and James Ylisela Jr., “McPier Meltdown”
The best of a strong category, this investigation unravels the tangled finances and political
connections of Chicago’s primary convention venue, McCormick Place. Naming names and tracking
dollars, the article is thorough, fair and critical. The subject matter is complex, but the writing is clear.
The result is powerful journalism.
21. Best Explanatory Journalism
Bronze: Crain’s New York Business, Erik Engquist, senior reporter; Glenn Coleman, managing editor
This article provides a detailed and clear examination of the controversial practice of using
hydraulic fracturing to tap into natural gas reserves. The article uses colorful examples and shows how the
growing practice could affect New Yorkers.
Silver: Crain’s Chicago Business, “The High Cost of Health in Chicago,” Mike Colias, senior reporter
This article is a standout among the reporting on health care costs. Rather than just tell readers
that costs are so high in Chicago, the writer digs into the factors that drive the higher payments to health
care providers. Charts show how Chicago measures up to other cities.
Gold: Mainebiz, “Powering Up Maine,” Jan Holder, art director
This three-part series gives readers an unblinking look at the potential and challenges of
developing new sources of energy in Maine and distributing it to users. The writers bring in-depth
reporting and plenty of context to their stories, which are rich with detail and clear. Graphics and tables
help to round out the package by presenting information in enlightening way.
22. Best Local Coverage of a National Business/Economic Story
Bronze: Business North Carolina, David Kinney, editor; Edward Martin, reporter
With engaging narrative, reporter Edward Martin takes readers on a tour of North Carolina
hospitals in the midst of the national health care debate. He paints a variety of stories, showing one
strong hospital that was crippled by a critical medical error. He explains why community hospitals are
joining large systems. He tells the stories of worried doctors. An accompanying list of the state’s best
doctors is a true reader service.
Silver: Los Angeles Business Journal, Charles Crumpley, editor; Rick Clough, reporter
Strong financial journalism helps readers understand what’s happening when their world
collapses around them. In three separate stories, reporter Rick Clough explains the reasons behind the
credit union crisis, the dangers of buying banks in a downturn and the threat of large commercial real
estate portfolios.
Gold: Crain’s Chicago Business, Joseph B. Cahill, editor
Facing one of the worst recessions in decades, Crain’s Chicago Business staff reacted with a
forward-looking series entitled, “Road to Recovery.” The staff chronicled businesses that were making
both tough and innovative decisions. One company expanded its customer base. Others refocused on
quality. Others helped clients by sharing risks. The nine-part series offers hope, but mostly teaches
important lessons about how to survive in a new economic reality.
23. Best Headlines
Bronze: Twin Cities Business, Jay Novak, editor
This publication takes headline writing beyond the cliché and formatted options to show nuance.
The main headlines and decks speak to each other in a way that provides readers with key information.
Silver: Northern Colorado Business Report; Noah Guillaume, copy editor
The Report makes careful and effective use of language — especially the sound of words and
strong verbs – to captivate readers and sell the story. And the publication does so without leaning on puns
or clichés.
Gold: Crain’s New York Business, Wendy Zuckerman, copy chief; Thad Rutkowski, copy editor; Glenn
Coleman, managing editor
Crain’s New York Business engages its readers with compelling, conversational headlines that
don’t sacrifice accuracy for cleverness. With catchy main heads, solid subheads do the work of telling the
reader what the story is about. There’s a sense of someone working hard at Crain’s to do justice to good
stories.
24. Best Special Section Design
Bronze: Mainebiz, Jan Holder, art director
A special section on women in business captures the tone these professionals are trying to set
very well. Restrained, professional portraits dominate the pages. Clever hammer headlines add a bit of fun
to the presentation, and a good amount of white space keeps the pages from feeling crammed. Breakout
boxes add another layer of information, and the repetitive use of the series logo ties the section together.
Silver: Crain’s New York Business, Steven Knipinski, art director; Carolyn McClain, deputy art director;
and Buck Ennis, photography
How do you breathe new design life into an old favorite like a 40 under 40 profile? Give the
profile subjects a prop to play with and let them have fun. That’s exactly what this entry did, as all 40 of
the professionals profiled had a chance to loosen their business attire and have some fun with picture
frames. The photography work that went into the spread is particularly impressive in both composition
and technical processing. Add in some good tidbits of information, solid use of color and a consistent
presentation throughout and you have the formula for a very good special section.
Gold: Crain’s Detroit Business, Jeff Johnston, assistant news editor
Environmental portraits with tons of personality make this section on 20 business people in their
20s an eye-catching spread. The design effectively uses breakout boxes and pull quotes to create
interesting entry points that compliment the portraits well. A consistent use of color and dividing lines
keeps the eye moving from profile to profile without confusion.
25. Best Ancillary Publication
Bronze: Boulder County Business Report, Chris Wood, publisher; Doug Storum, editor
The editors did a marvelous job of choosing icons that represented the community and enhanced
readers’ understanding of the area. There was a great mix of movers, shakers and regular folks that help
tell the Boulder story. The lively design was a perfect complement to the personalities of the profiles.
Designers knew how to tell these stories with elegant typography and effective photo use.
Silver: New Orleans CityBusiness, Christian Moises, news editor; Alex Borges, art director
The breath and depth of reporting set this publication apart from the others. The stories give
readers an important overview of what is happening with New Orleans construction in 2009. All this is
effectively designed with creative typography and photography that help readers understand these
complicated issues.
Gold: Arkansas Business, Gwen Moritz, editor; Jeff Hankins, publisher; Jan Cottingham, managing
editor
This publication does a compelling job of explaining Arkansas to newcomers as well as to lifelong
residents. The planning that must have taken place is evident in the consistent writing and design
throughout the pieces. The pages are visually interesting with content-driven charts, illustrations and
photography.
ONLINE
26. Best Scoop
Bronze: Arkansas Business, George Waldon, senior editor
Timely reporting on the arrest of a prominent Little Rock businessman combines with questions
about court proceedings to create an interesting breaking story with strong local appeal.
Silver: Springfield Business Journal, Jeremy Elwood, Web editor
This Web-based exclusive about a new hotel for tourists and other visitors has community appeal
that transcends business interests. In that sense, it’s fitting that some of the most important details came
from a neighborhood association rather than city hall.
Gold: Los Angeles Business Journal, Richard Clough, staff reporter
There’s more to this scoop than high-impact news of national importance. The reporting and
writing carry an air of authority that begins at the outset and continues throughout. The original tips and
sourcing both reflect the kind of beat reporting that comes with knowing your territory.
27. Best Staff-Generated Blog
Bronze: Central Penn Business Journal, “The Gadget Cube,” Andréa Maria Cecil, managing editor
Cecil has blogging figured out. She writes for the Web: tight, bright and to the point. She updates
frequently. And, most important, she gives her readers easy but helpful tips on how to use social
networking and other cutting-edge technology to improve their businesses.
Silver: Crain’s Detroit Business, “Bill Shea,” Bill Shea, reporter
Shea appears to be in his comfort zone when he’s creating his blog. The writing is easy and
comfortable, but it’s packed with news and analysis. His blog posts read like front-page news delivered
with context by a friend over a cup of coffee. More traditional journalists could learn a lot from his style.
Gold: Indianapolis Business Journal, “The Score,” Anthony Schoettle, reporter
Schoettle excels at sharing with readers the intriguing business perspectives that underlie and
drive the sports we watch. Snappy writing and keen insight obviously are drawing readers, who contribute
their own ideas through an unbelievable number of comments.
28. Best Multimedia Story/Editorial Feature
Bronze: Crain’s New York Business, Glenn Coleman, managing editor; Adrianne Pasquarelli, reporter;
Elisabeth Butler Cordova, senior producer; Buck Ennis, videographer
“The Making of a NY Dress” provides a multimedia package by pairing an in-depth text story
with a well-produced video. Together they provide an inside look into the world of fashion. The fashion
designer’s own words tell the story of what goes on behind the scenes in the Garment District.
Silver: Crain’s Detroit Business, Ai-Tin Huang, Web producer; Nate Skid, multimedia reporter
Crain’s Detroit Business faced a creative challenge and succeeded with its cool interface for the
multimedia package of “Twenty in their 20s.” The stories provide multiple images and quick Q & A
profiles that demonstrate an understanding of how Web audiences are different from those who enjoy
stories in print. The overall effect is fun and engaging.
Gold: Crain’s Chicago Business, Joseph B. Cahill, editor; Brandon Copple, assistant managing editor;
Stephen J. Seno, videographer; Dustin Park, producer/editor
“Entrepreneurs in Action” is a fascinating video series that introduces the Crain’s Web audience
to a wide range of business owners and developers. Through powerful videography and smart editing,
each piece is engaging on its own. The series shows a commitment to excellence in multimedia
storytelling.
29. Best Daily E-mail
Bronze: The San Diego Daily Transcript, Joe Guerin, editor; Tracye Grimes, web editor; A.T. Nelson,
lead developer
The Daily Transcript provides an indispensible service to its subscribers. As an aggregator of
both local and national business stories, users can count on this e-mail to keep them informed. The
addition of bankruptcies, stocks and inside trades made this e-mail stand out from its peers.
Silver: Crain’s Cleveland Business, Mark Dodosh, editor
Well-written headlines and introductory text to stories provide just the right balance to help users
quickly skim through the day’s top business stories. Clean design helps separates content for users to find
news, blogs and carefully selected features.
Gold: Indianapolis Business Journal, Tom Harton, editor; Andrea Davis, assistant managing
editor/online; Jeff Newman, associate editor
IBJ daily provides a wealth of business news and information in a tidy summary that is easily
digestible. The e-mail’s advertisements are carefully positioned in a way that supports the user’s
experience. Links to social networks help users find additional methods of connecting with IBJ’s content
on a regular basis.
30. Best Industry-Specific E-newsletter
Bronze: Des Moines Business Record, Todd Razor, staff writer
A simple real-estate newsletter that has a couple of notable extras. Judges liked the links to
planning and zoning meetings in its region, as well as a database of notable transactions.
Silver: Crain’s Detroit Business, Cindy Goodaker, editor; Christine Lasek, Web editor
Crain’s Detroit has a great health care newsletter that has quick summaries of important news in
that field, as well as targeted ads that help drive revenue from the newsletter. The design is simple but
clean, and makes the newsletter extremely readable.
Gold: The San Diego Daily Transcript, Joe Guerin, editor
A high-quality real-estate newsletter with a lot of great features. Judges liked the balance between
scannability and depth in their short excerpts. The Notices of Completion and Notices of Default were
notable, as was a daily data dump.
BEST OF SHOW
31. Most Improved Publication
Winner: BizTimes Milwaukee, Steve Jagler, editor
Small Business Times reinvented itself as BizTimes Milwaukee. The result is a publication that
gives readers a bigger bang in both content and design. The magazine adopted a smaller format and
introduced short, crisp, well-edited features that cover a wide range of interests, from politics to finance,
real esta0te, manufacturing and innovation. A special report continues to anchor each issue, but it is better
packaged with strong visuals and break-outs. A section with area news and personnel is clean and wellorganized,
and columnists furnish sound advice on topics with currency, such as conflict resolution,
human resources and strategic planning. A reflective essay called “The Last Word” ends each publication
with wisdom from a local business leader. Overall, the renovation achieved a stronger editorial mix,
delivered in an attractive, contemporary design.
32. Best Web Site
Bronze: Crain’s Chicago Business, Michael McHugh, assistant managing editor online, Brandon Copple,
managing editor
Crain’s Chicago Business has a terrific blend of immediate daily content and feature stories with
staying power. The multimedia content for Crain’s Chicago is exceptional. Multi-layered pop-up menus
in the navigation bar allow users to dig deep into the content without having to click through multiple
pages.
Silver: Indianapolis Business Journal, Tom Harton, editor; Andrea Davis, assistant managing
editor/online
When it comes to Web sites, users want navigation that helps them find what they want — fast.
IBJ.com sets the perfect tone in its design for both readability and usability. The site’s blogs and social
networking opportunities spur robust comments from members of the business community.
Gold: Crain’s New York Business, Brian Tracey, web editor; Elisabeth Cordova, senior producer; Kira
Bindrim, producer
Crain’s New York Business Web site is everything a good Web site ought to be. The daily
content is the star of this page rather than its standing navigation. The headlines, photos and story text are
carefully edited to guide users through the most important stories of the day. The rest of the site is chock
full of original content, including blogs, graphics, lists, multimedia stories and community calendars with
ongoing events.
33. Best Magazine
Bronze: Business North Carolina, David Kinney, editor
The magazine offers a great combination of well reported and written feature stories, informative
infographics, and helpful front-of-the-book departments. Each issue reflects an insightful understanding
of North Carolina’s economics and the ability to communicate the factors that influence the business
community.
Silver: DBusiness, R.J. King, editor
Detroit is ground zero for the economic woes that have plagued the nation’s economy during this
recession, but covering the Motor City during the U.S. automobile industry’s darkest moments was just
one of the topics this magazine handled. A clear, narrative voice that is present in a wide array of feature
stories, profiles, and briefs reflects that this business community isn’t just about cars. All of this is
packaged in pages that are visually attractive and dynamically designed.
Gold: Florida Trend, Mark Howard, editor
This magazine banishes the stereotype that business coverage is hyper-technical and dreary. It’s a
top quality business magazine; it’s also a high quality state magazine, reflecting Florida’s rich diversity
both in terms of its population and the endeavors its people pursue. Its main strength is the
professionalism exhibited in its features, investigative reports and profiles, including impeccable
reporting, clear and accessible story lines, and compelling narratives.
34a. Best Newspaper: Small Tabloids
Bronze: Northwest Arkansas Business Journal, Worth Sparkman, editor
This is an authoritative publication that demonstrates a clear understanding of business reader
interests in the region. A March issue that focused on upscale real estate, for example, was packaged with
stories on builders and their projects, tax benefits in new federal legislation, a local market price analysis
and a contextual comparison of local and national transactions. It also has a lighthearted side: An edition
about 15 young professionals on the fast track took the subject up a notch with edgy text and playful
photographs. Clearly, the staff has pledged to deliver consistent, engaging, high-quality material to its
audience.
Silver: NJBIZ, Sharon Waters, editor, and Staff
NJBIZ impressed judges with its courageous stance and vigorous watchdog role in a package of
stories about corruption in New Jersey. The Aug. 3 issue included a half-dozen articles about the cost of
corruption to the state, the push for stricter legislation and reaction from business leaders, as well as two
pages of commentary about the toll of criminal activity on honest enterprise. Other factors made the
publication a standout as a progressive voice in the business community: solid news about important
economic issues such as taxation, state politics and the environment; thorough reporting on commercial
real estate ventures; inspiring profiles; and extensive listings of record items. This is a conscientious
business publication with a commitment to public service.
Gold: BizTimes Milwaukee, Steve Jagler, editor
A stunning redesign in 2009 was responsible for bringing stronger content and more compelling
design to an already striking publication. The strength of BizTimes Milwaukee is its sharp focus on area
news, but the editorial mix is broad enough to include Q&As about local business leaders, book reviews,
home-grown products and a column on trade in China. The cover story in each issue is consistently rich
with information, but often surprising as well. An example is the profile of a woman who will execute the
dreams of a visionary Milwaukee philanthropist to improve the city’s low-income neighborhoods.
Standards such as the business calendar, personnel file and business briefs are smartly written and
executed. “The Last Word,” a page of thoughtful advice from a business leader, wraps an outstanding
publication.
34b. Best Newspaper: Large Tabloids
Bronze: Crain’s New York Business, Xana Antunes, editor, and Staff
This publication is full of newsy stories and has good reporting page after page. It’s packed with
enterprise reporting and engaging features the community should be reading.
Silver: New Orleans CityBusiness, Mark Singletary, publisher; Lisa Blossman, associate publisher; and
Greg LaRose, editor
New Orleans has strong writing and does a good job of enterprise reporting. There are
investigative reporting packages and great inside stories to round out the mix.
Gold: Los Angeles Business Journal, Charles Crumpley, editor
Los Angeles is well organized and couldn’t be more informative. It is packed with expert
columnists that reflect its community and areas that cover all the hot-button issues in Los Angeles. It puts
a human face on the community with its strong reporting and feature stories. This publication is important
to this city and to its readers. It does a great job of telling the types of stories that readers need to be well
informed.

In: Stories 30 May 2013 0 comments

Rachel ButtBy Rachel Butt

Rachel Butt is a senior business journalism major from Hong Kong at the University of North Carolina at Chapel Hill.

Jim Mulvaney remembers writing a cocaine story in Bolivia and flying on a Learjet from La Paz to Cocha Bamba– a $25,000 trip that New York Newsday approved in hopes of beating The New York Times.

“We flew back to La Paz, triumphant in having matched the NY Times and celebrated with far too many Pisco Sours,” said Mulvaney, who covered the war on drugs in the 1980s.

Those were the days when the economic concern of producing quality investigative journalism was secondary, and when print media was a cash cow business at its best.

“It takes months to dig through SEC filings to uncover a Ponzi scheme, and the media doesn’t invest resources to do that anymore,” said Mulvaney, a managing director at Mesirow Financial Services. He is a former journalist and foreign correspondent who won a Pulitzer Prize for investigative reporting in 1996.

Amid shrinking newsrooms and budget cuts, the nuts and bolts of completing thorough investigative work are no longer considered affordable. Probe units at major news organizations such as The New York Times have shrunk and consolidated.

Mulvaney is among a long list of seasoned journalists who leapt to “The Dark Side,” a term that conjures up images of the “Star Wars” film and pokes fun at the public relations industry. He left reporting almost two decades ago when a change in management at the daily news “tossed out” all investigative reporters.

Other veterans who recently made the transition include Eric Savitz, from Forbes to a partner at Brunswick Group; Loren Steffy, from the Houston Chronicle to 30 Point Strategies; Catherine Arnst, from Xconomy to Robert Wood Johnson Foundation; and Lisa Getter, from Bloomberg Government to Invictus Consulting Group LLC.

Catherine ArnstArnst, a former New York editor for Xconomy and 13-year senior writer for medicine at BusinessWeek, shared Mulvaney’s sentiments.

“It was a difficult transition for sure… but my feeling is, the kind of journalism that I did for 30 years is difficult to do now,” she said. “I could no longer do the kind of in-depth pieces I used to do.”

After searching the Factiva database, Dean Starkman of the Columbia Journalism Review found that major papers have retreated in long-form reporting since a decade ago. The Wall Street Journal in the Murdoch era, for example, is publishing 35 percent fewer stories that measure more than 2,000 words.

While Mulvaney and Arnst’s move was a commentary on the sorry state of journalism, Eric Savitz’s switch wasn’t.

Savitz, who started covering tech in the mid-1980s and rose to San Francisco bureau chief at Forbes, highlighted that the publication was on the upswing when he left.

Despite giving up his visibility as a journalist, Brunswick’s offer was too good to pass up, he said.

“I have widespread understanding of the tech business, the financial media and the investment community,” said Savitz, after spending 30 years as a writer and editor. “Those qualities together provide useful tools in advising clients.”

Journalists and PR: more or less adversarial?

In “The Death and Life of American Journalism,” Robert McChesney and John Nichols found that the ranks of public relations specialists have multiplied while those of journalists have fallen drastically.

The PR-to-journalist ratio has more than tripled in 28 years. In 2008, there were 90 PR people per 100,000 population compared with 25 journalists. In 1980, there were only 45 PR workers per 100,000 population compared with 36 journalists.

Gil Rudawsky, a former reporter and editor at the Rocky Mountain News, went into crisis communications when the daily closed in February 2009.

“I don’t see it as the dark side at all,” he said. “If anything, journalism nowadays feels like the dark side, with the eroding standard and quality of journalism.”  Rudawsky now works at GroundFloor Media as director of communications.

Mark BraykovichMark Braykovich, who voluntarily left his job in print as the business editor of the Atlanta Journal-Constitution to work for Troutman Sanders LLP, an Atlanta-based law firm, said the transition is more acceptable nowadays.

“The move has been going on for decades and heightened by massive layoffs,” he said. “These journalists got to go somewhere.”

The American Society of News Editors found the number of newspaper reporters and editors hit a high of 56,900 in 1990. By 2012, the number had dropped to 40,600.

The trust issue

The relationship between journalists and public relations professionals has been an uneasy and complex one. There is inherently a power play between the two parties in controlling a particular message.

As the number of business journalists leaving to work for business communications firms grew, some questioned whether the jump would diminish the credibility of remaining reporters.

John Stoll, the Nordic bureau chief for The Wall Street Journal and Dow Jones Newswires, said his departure to Ford Communications in 2010 sparked much criticisms and surprises.

“I was a very critical journalist and tough in what I covered, so people thought I left behind ethics to make more money,” Stoll said. The point of contention was not difficult to understand, as Stoll had covered General Motors and Ford when the U.S. auto industry was in deep turmoil.

A Pew survey shows significant decline in news organizations’ believability ratings, which dropped to 56 percent in 2012 from 62 percent in 2010. Since 2002, the credibility rating of major news outlets has seen a double-digit drop, except for local daily newspapers and local TV news.

“It’s difficult for reporters to go to PR and remain viewed by their peers as objective, since PR people need to buy into the company’s vision,” Stoll said. “Your reputation as an objective journalist is going to be changed.”

Mulvaney viewed the issue of trust in less definite terms, and said it depends on the type of corporation and clients that the PR practitioner is representing. In his case, changing from a journalist to conducting investigations for an accounting firm did not diminish his reputation.

“When you get more into public relations, you are walking more of a tightrope,” he said.

From hack to flack

While some journalists did not imagine starting over as PR practitioners, they quickly recognized that their skill sets are well suited to become one.

Noam Neusner, an award-winning financial journalist who has worked at U.S. News & World Report and Bloomberg News, stresses the value of learning how to craft credible stories. “One thing I always tell my clients is that their story has to be rooted deeply in something credible,” Neusner said. “And that is what business journalism really is in one sense.”

Liz-HesterHis colleague, Liz Hester, agreed.

“It’s a good mix of skills– to think strategically and advise our clients. I really like that aspect of it,” she said.

As a co-founder of 30 Point Strategies, Neusner had an interest in hiring business journalists. Not only because both professions share a similar skills set, but also because he wanted to recreate the newsroom experience.

“You have a cast of characters that are powerful, interesting and often very intelligent, fun people to work with,” he said. “My fondest working memories are from newsrooms.”

The think-tank recently welcomed Loren Steffy to its team.

After spending 26 years in the journalism industry, the award-winning business columnist for the Houston Chronicle found that it’s time to shake things up.

“I have covered energy companies, so I have some understanding of those technical aspects,” said Steffy, who will now help clients break down complex and controversial issues and craft strong messages.

Some journalists who are well trained to write compelling stories under deadline pressures have found one of the biggest challenges they faced was adjusting to a more formal, slow-paced setting.

While journalists have to manage minute-by-minute deadlines, PR professionals may need to put weeks of energy into moving a communications project forward by only a couple of steps.

For Stoll, it did not take him long before making a U -turn back to journalism.

“When I started working there, I realized that I missed the passion about automobiles,” he said. “I miss the efficiency of journalism and its unstructured environment.”

Countering bitter diatribes

Many in the news media have long maintained that it is on the side of truth and “the light.” They view PR much less favorably, although those who have worked in both industries say PR is often misunderstood. They cite derogatory labels such as “the dark side,” “stonewallers” and “flaks” as an inaccurate reflection on the nature of their jobs.

“What I learned in the transition was that the PR person can actually get you to the door of the CEO,” Boynton said. “They can help corporate leaders to understand the value of talking to reporters.”

It is worthy to note, that there are still PR practitioners whose job is to keep the reporters away, and there is a “gotcha” mentality in the media that has challenged PR people from the beginning.

“Any reporter who is honest would say they couldn’t do their job without PR people,” said Arnst, who spent two years as the director of content development for health practice at Edelman. “The two sides should really have more understanding and respect for each other,” she said.

Rosanna Fiske, former president of the Public Relations Society of America and longtime faculty member at Florida International University, said putting out press releases is the least that PR professionals do.

On top of constantly researching, formulating, crafting, telling, and evaluating a message, PR specialists need to manage internal communications as well, she said.

“You’re no longer communicating with a reader of your publication, but your stakeholders, employees, consumers, and the reporters who cover you industry,” Fiske said.  “So it becomes a big multitude of audiences that you might not have needed to address before.”

Having the “right” fit

Those who made the jump identified some advantages of their journalism experiences, including the know-how to write a compelling story, the news judgment to know what stories to pitch, the ability to explain complex business issues, and the importance of media connections.

Most business journalists-turned-PR pros agreed that the learning curve would be much bigger if they had not dealt with companies and CEOs, and contend that those with a journalism background make the best PR pros.

While thinking and acting like reporters can prove helpful, it takes more than those skill sets to become a good and successful PR professional.

“Journalists are very skilled at writing and understand what’s realistic in terms of a real story pitch,” Neusner noted. “But they are not very good at handling clients and understanding how to strategize.”

Fiske agreed, and said that a journalist only has one-third of what it takes to be a good PR specialist.

“Aside from storytelling skills, you need to have incredibly good people management and time management skills,” she said.

Other pieces of advice: Work for a brand that you want to promote. Find the right corporate fit. Be sure that you are ready to leave journalism.

And on a slightly ironic note: Never do it solely for the better pay.

“It’s difficult to do a corporate job when in reality you want be a journalist,” Stoll said. “PR shouldn’t be an inevitable destination for journalists who want to make more money.”