How to set your news apart (now with practical examples!)

See that definition of "ombudsman" up there on the top of the page? It doesn't mean I'm a Scandinavian government official. It means I'm a reader representative for anyone who reads video game news sites (this one included, so I represent all of you). So far most of my articles have been on topics I've chosen and found interesting, but now that I'm getting more visitors, I expect you guys to write me and tell me what you'd like me to address with this space.



To that end, today I'll be responding to an e-mail I received from new reader Marek Bronstring from the UK. Marek has been dabbling in the video game industry for six years through web sites and fan zines, he tells me, and now wants to start a volunteer European gaming site. Marek wants to make his news section respectable, but doesn't know exactly how to go about it:



I'm worried that we'll end up copy/pasting the same press releases and promotional material that everyone else uses. I'd love to do more background checking and research, but I'm not sure how to approach that with our limited resources. Our news editors will be spread all over the world, and the web is going to be our most important source. You know how unreliable the web can be. Sure, we can pick up the phone from time to time, but we don't have a large network of contacts like GameSpot has.



Don't worry, Marek, you don't need a Gamespot size network of contacts or paid staff to have a semi-respectable news section. Here's a few bullet points:



1) Always remember to add context:



Promotional materials and press releases are a fine starting point for most stories. They're where you'll be getting most of your ideas from. But don't let the press material be the end of your story. Add some value to the story by including important contextual information gleaned from your previous work.



If the story is about Final Fantasy: Crystal Chronicles getting delayed again, mention that it's the second time that it's been delayed. Mention that it's the first Square game for a Nintendo console in a long long time (don't assume everyone knows this, not everyone watches the game news as much as you). Perhaps analyze potential business implications for Nintendo, or talk about some of the interesting features of the game (like the 4-player link-up mode).



Best of all, adding context is usually relatively easy, since you're already a purported expert on the world of video games. Fans who just keep up with the news casually will look to your site because you keep up with all the news and are able to piece together what's important for them to know.



2) Don't be afraid of publishing "no comment"



Given the tight controls most companies have with their proprietary information, it can be hard to pursue leads and follow up on potentially interesting avenues. But that doesn't mean you shouldn't try. A quick e-mail or phone call to a publishing house or development studio is worth the time (numbers and e-mails aren't that hard to find with Google around). A lot of the time you will get the stonewall, but at least your story will contain the important words, "Company X declined to comment." The credibility boost these words give you is enormous, in my eyes at least. Plus who knows, you may get lucky and get a talkative representative who has a scoop for you (and don't let them take anything back after the fact by saying it was "not for publication." If they said it without telling you not to print it beforehand, it's fair game).



Two sidenotes to this: 1) Not every story requires a comment. If it's just the releae of new screen shots or something, just let it pass unless there's something extremely interesting about the screenshots. Not every story is going to be a blockbuster. Use your best judgement here. 2) Don't send an e-mail or leave a phone message and then in an hour post that the company had no comment when they don't get back to you. In that case, you can say they didn't immediately respond to a call for comment, and perhaps post an update later if they do respond. Use your judgement to decide how long is too long to wait until you say that a source definitely hasn't responded.



3) Be observant and slightly critical



Journalism is all about observing. Read between the lines of everything you see. Always be looking for interesting angles to a story that might not be immediately apparent. Don't take anything from a comapny at face value; question it in your mind's eye and see if it stands up on its own.



This is where your professonal analysis comes in. In a story about a console unveiling, see if the stated price point seems to match the hardware power. Analyze how the market might react to this new entry. Consider how important developer support and exclusive games will be, and tell your readers your thoughts on the subject. Almost every big story has some avenue for analysis for those who are willing to look for it. Check out GameIndustry.biz for some great examples of putting this kind of analysis into practice



One last warning: Be wary of letting your analysis go too far or you risk the danger of turning it into opinion. A contrived example:



The PR quote: "[The head of Nokia marketing said that] we think the N-Gage can capture 30%-40% of the market if we play our cards right."



Analysis: "However, the N-Gage may have a tough time competing in a market dominated by one console giant (Nintendo) and about to be entered by another (Sony)"



Opinion: "Of course, anyone who thinks the N-Gage has a chance against the GBA and the absolutely awesome-looking PSP probably has some form of brain damage. But I guess he's paid to say that, right?"