Whether you write articles, produce podcasts or shoot videos, it’s a fact of life that you face pressure to do things in a way you wouldn’t normally choose.
A key pressure point comes from your story sources - or the people you interview. They may openly ask you to include certain details, or construct or edit your piece in a certain way.
Or, due to their status or influence, you may feel a subconscious pressure to give disproportionate emphasis to their voice and opinions.
But there’s a conflict.
Weed out the weak
The objective of your creative work should be to give your audience something worth reading, listening to or watching. The best way to do that is to report and interpret your facts honestly, weed out the dull and weak quotes, and strive for accuracy and balance.
So if someone’s pressurising you to give them more space or emphasis, they’re asking you to compromise your values.
A couple of moments recently brought this threat to the creative process into focus.
1. Overt pressure from someone who’s strong-willed and aggressive
I was writing an article about weddings in France for a national newspaper.
I approached the owner of a hotel wedding venue that I knew well. I asked for an interview and explained the benefit of having his business featured in the pages of the publication. Its large circulation provided a platform to reach thousands of potential clients.
He asked me to send some questions and said he’d reply by email. Keen to cover all bases - and unsure at that stage exactly what direction the piece would take - I sent across a long list of questions.
True to his word, he responded. In great length and detail. A week or so later, he asked to review the piece - for factual accuracy - before publication.
Healthy disagreement
I have no problem with that. It leaves you open to some healthy disagreement and debate, but I’d much rather deal with a problem before publication than after it.
It would be fair to say that he wasn’t particularly wedded to my article.
He was miffed that I’d also interviewed one of his competitors as part of the piece and upset that I’d only included a small part of what he’d contributed.
He made out that I’d misled him. That he’d been made to believe he would get a large piece of publicity for his business - rather than a fairly small mention as part of a wider, balanced piece of editorial.
The unhappy source demanded that I give him more space and, for a moment, I felt pressure to do it. I didn’t want to burn my bridges with a contact I’d likely need to use again.
Pickle risk
There was also an indirect danger that if I said no, he might demand I remove his contribution at the 11th hour - leaving me in the most Branston of pickles.
After some reflection, I said no. I explained that I’d done a series of interviews and selected the best material from each. The article was fair and balanced and, above all, a great read.
If I gave this source more space, my article would be like the bus at the end of The Italian Job, dangerously off balance and teetering on a cliff of lousiness.
When a strong-willed source makes demands, you’ll have an easier life if you meet them. But you’ll also lose your integrity. You should remember that in most cases you’re the creator, you’re the expert. Listen to that voice in your head. We’ll call it your conscience, so you don’t think I’m mad. Stay strong and do the right thing.
2. Subconscious pressure from an influential and intimidating source
So I wrote a feature about the upcoming European Football Championships in France. One of my interviews was with a wealthy, powerful and influential former football club president.
He generously gave up his time to talk and provided some controversial and candid opinions.
The pressure I felt this time was less obvious, but no less strong. He’d made no demands on me. Yet because of his stature, I felt this weird force kicking me towards including a disproportionate amount of material from him.
Off target
My first draft was a long way offside.
So I revisited it and questioned whether each of his quotes was strong enough for inclusion. The article I eventually submitted was - I hope - more balanced and a more reliable read.
The pressure I’ve talked about goes beyond these two examples. I feel it, to some degree, in every piece I write - whether it’s mainstream journalism, or internal or external comms content for businesses.
What are the best ways to relieve it?
1. Shape your source’s expectations from the start
Don’t oversell your project when you’re trying to find people to contribute. It’s not necessary. That’s not to say you shouldn’t sell yourself at all - you will need to explain your vision for the piece you’re producing with enthusiasm and excitement. And if you want an interview with a big name, you may need to turn on the charm. Flattery, as long as you mean it, goes a long way. But never over-promise on things you can’t guarantee.
Also, if you’re upfront about the fact that your work is guided by the principles of good journalism, it gives you authority from the start.
2. Have truth and balance as your watchwords
Always interpret and report information you get from interviewees honestly and accurately. Produce work that is fair, honest and balanced and never give in to a request to withhold facts or give someone extra space or emphasis.
3. Plan your interview with the precision of an army general
It’s not professional to waste someone’s time - although we’re all guilty of it now and again. So before you pick up the phone, take the time to prepare exactly what you need to know from your source to produce the length of work you need to. Focus your questions and never ask more than you need to.
4. Make your audience your priority
Readers and listeners are hard to win and easy to lose. Edit your work based on their needs - not your sources'.