Like Hollywood, it's who you know. The best journalists have a wide range of sources, and are careful not to burn valuable sources through overzealous or careless reporting. The best journalists also know the value of a well-connected source: basically, sources who have sources.
But how to build that base of credible, valuable sources? You'll run across some bad eggs on that journey and need to cross them off your source list. And you'll stumble upon some excellent sources in the most unlikely of places -- some will fall into your lap by approaching you for a story, and some you may literally bump into at a political cocktail party.
As you do build that source list, keep some things in mind:
- Have a concentrated content area. Your best sources need to be developed in the areas on which you write about most frequently. If word gets around that you're a Hollywood expert and your work reflects knowledge and good sourcing in this area, you'll begin to draw invitations to screenings or P.R. people looking to get client info out. If you build your reputation writing about Iran, there is a vast network of opposition activists who have contacts everywhere.
- Tread lightly at first to see how well they can be trusted. A B-list actor once told me that he'd recently visited a Hollywood superstar and that the guy was on his last leg. If I wrote a column on Hollywood's disregard of this star in his final hours, he asked, would I be sure to quote him? I pitched the story to editors too soon, and had to backtrack when I checked with the star's confidants to find that not only was the story untrue, but the B-list actor hadn't been around his house for months. As a journalist you're an arbiter of truth, but can also be seen as a mouthpiece for those seeking attention or conduit for bad sources wanting to get back at another person.
- Network. If you get invitations to go to events related to your topic(s) of concentration, go to as many as possible. You never know who you'll meet -- and who you might need later. Carry business cards and collect them in return. I've also met some of my best sources through an acquaintance at an event introducing me to someone they think might be useful.
- Keep it light. A friendly attitude with sources tends to put both of you at ease, and a conversational trading of information usually gets more information to flow. To put it in journalism terms, milk your sources for information. To do this best, don't be too stiff.
- Treat your sources with tender loving care. This doesn't mean weekends in Tahoe, but not burning a source. Burning a source can occur when perhaps they ask to remain unnamed, and you name them, or if you misrepresent what they say or do. Burning a source means that, because of something you did, you're not going to get any more cooperation from them. And even worse, word can spread that you burned a source, and other potential sources may be less likely to work with you. Burn one source, and the fire speads.
- Don't take gifts from sources. You may be the most honest person in the world and a cushy present from a source may have no bearing on how/what you write, but try telling that to the skeptical observer. Plus, whereas a source's intentions may seem harmless at the time, they may expect something in return. Not only will your relationship with the source be soiled, but your reputation could get damaged as well. The golden rule as a journalist is to best avoid things that can come back to bite you in the butt.
- Don't become a news poodle. Some public relations folks can be great sources, but it is also their job to get as many stories out of their relationship with you as possible. Managing your sources also means learning to say "no." Be nice about it -- thank them for thinking of you, thank them for the story tip or information. That's it. Many get the hint, but if they doggedly pursue you, give a short answer as to why you're not using their information. If they really hound you, weigh whether the relationship is that key to your work, and leave the response on a topic to one e-mail.
- Use the Internet to reach out across the globe. I have Iraqi sources, but have never set foot in Iraq. And thanks to e-mail, contacting them is a snap, though because of time differences you may have to wait a bit longer for that great quote. Hesitant sources may also like to communicate this way -- just be sure to independently verify their identity, or cite in your story the way in which you received the information.
Think of building your network of sources like building a Christmas card list -- your inbox will never be lonely for information, and you occasionally get gifts from them in the form of great quotes and possibly that big scoop.