The document provides tips for business journalists looking to conduct investigative reporting. It recommends journalists look for tips and leads from sources, beats, and obscure publications. When pursuing a story, journalists should assess how many people may be affected, whether there is a local or broader angle, and what data is available. An effective story will have an "outrage factor" with surprising facts that can be proven with documents and on-the-record sources. The document then discusses two examples of successful investigative stories the author worked on, focusing on starting small and building the story out while verifying allegations with data and named sources.

1. Business Journalists as
Investigators
Raquel Rutledge
Milwaukee Journal Sentinel
Reynolds Business Journalism Week
Jan. 2, 2014

2. Where to look?
• Tips from sources, beats, obscure pubs

3. Where to look?
• Tips from sources, beats, obscure pubs
• Make it easy for readers and
whistleblowers to send in leads

4. Where to look?
• Tips from sources, beats, obscure pubs
• Make it easy for readers and
whistleblowers to send in leads
• Play off breaking news events

5. When to bite
• Assess scope of problem How many might be affected?

6. When to bite
• Assess scope of problem How many might be affected?
• Is there a local angle? Broader potential?

7. When to bite
• Assess scope of problem How many might be affected?
• Is there a local angle? Broader potential?
• What data are available?

8. When to bite
• Assess scope of problem How many might be affected?
• Is there a local angle? Broader potential?
• What data are available?
• Outrage factor. Do any of the facts make
your jaw drop? Is it surprising?

9. When to bite
• Assess scope of problem How many might be affected?
• Is there a local angle? Broader potential?
• What data are available?
• Outrage factor. Do any of the facts make
your jaw drop? Is it surprising?
• Can you prove it with documents and
people on the record?

10. “Shattered Trust”
2011 Barlett & Steele Awards video

11. “Shattered Trust”
• Started with small story about lawsuit
involving a company near Milwaukee

12. “Shattered Trust”
• Started with small story about lawsuit
involving a company near Milwaukee
• Had many insiders telling of filthy
conditions. Caution: employees
sometimes carry baggage

13. “Shattered Trust”
• Started with small story about lawsuit
involving a company near Milwaukee
• Had many insiders telling of filthy
conditions. Caution: employees
sometimes carry baggage
• Accountability angle with FDA. Got decade
worth of inspection data. Used names

14. “Shattered Trust”
• Started with small story about lawsuit
involving a company near Milwaukee
• Had many insiders telling of filthy
conditions. Caution: employees
sometimes carry baggage.
• Accountability angle with FDA. Got
decade's worth of inspection data. Used
names
• Married investigative with narrative

20. Cashing in on Kids: The story behind the story