Philosophy

A story that educates a reader doesn't have to be as dry as a week-old cracker. Likewise, an entertaining story doesn't have to be shallow. I'm not afraid to mix education and entertainment and I'm not afraid to swing for the fences, and that approach has paid dividends throughout my career.

A story I wrote on the lead singer of multiplatinum-selling band the Cherry Poppin' Daddies name-dropped legendary molecular biologists and earned the highest international honor in higher education communications. One about the nation's No. 1-ranked football recruit was responsible for 6% of all traffic to the University of Oregon's School of Journalism and Communication homepage in the year following its publication. I interviewed Kobe Bryant and Diana Taurasi for a feature on Sabrina Ionescu, then weaved a plug for the UO's Advertising and Brand Responsibility master's program into a story that is the sixth-most read story in UO history. A feature on Garth Brooks' backing singer overcoming racism and drug addiction was notable for more than just Garth excitedly dropping f-bombs during my interview with him - it also saw his backing singer credit the training he received in college with helping his voice hold up on stage every night.

Educate. Entertain. But most of all, endeavor to tell the biggest stories you can.

Case Study

After I was hired to lead the University of Oregon's alumni communications efforts in 2013, I conducted an audit of all alumni news content from the previous three years to learn more about the audience and what their interests were. Not surprisingly the answers were "sports" and "pop culture," but, interestingly, the things they were least interested in included "academics" - a potential problem for a university that, understandably, wants to promote its academic excellence.

Though it's really not a problem at all if you have a philosophy of combining education with entertainment, and you're constantly on the hunt for new angles and opportunities to help you tell the best story possible.

After the nation's No. 1-rated football recruit, Kayvon Thibodeaux, signed with the UO in 2019, he posted a tweet praising the university's School of Journalism and Communication. At his first media day on campus, I sat down with him for a 1-on-1 interview to hopefully leverage his fame to shine a light on the SOJC. Humanizing him came easily: "KT" spoke at length about his desire to make it to the NFL so that he could earn enough money to invest back in his South Central LA hometown to make a difference in the lives of others. But he also waxed lyrical about how a journalism career would enable him to continue investing in his community after his playing days concluded, and talked about specific classes that he'd already enjoyed.

A dedicated story about the SOJC's Oregon Reality Lab that was published in the campus news garnered a few hundred hits. But by using KT as the draw to tell a similar story, I put together a feature that:
• Is among the 10 most-read stories in UO history
• Drove 6% of all traffic to the SOJC's homepage within a year of publication
• Drove 10x more traffic to the Oregon Reality Lab's home page than the dedicated story had - even though the link to the lab was in the 20th paragraph of my feature (now THAT is getting readers to stick with you!)
‍
Missions accomplished.

Select Results

• 114% increase in average clicks per story at the University of Oregon.
• Two stories that are among the top-10 most-read all time in UO history.
• 2016 recipient of the CASE Circle of Excellence Grand Gold. The award is the highest international honor in higher education communications.

Select Feature Stories

Science and Swing

In the late 1990s, multiplatinum band the Cherry Poppin' Daddies had the world in the palm of their hands. And then singer Steve Perry walked away from it all to follow his first love: molecular biology. 2016 CASE Circle of Excellence Grand Gold Award for writing for the web.

The Gospel According to Sab

The story of womens basketball icon Sabrina Ionescu, as told by those who know her best: Kobe Bryant, Diana Taurasi, and other fans of the triple-double queen. Sixth-most-read feature story in University of Oregon history.

A Design for Life

Jess Kokkeler studied fire lookout towers in the hopes that he would be able to save the lives of those affected by wildfires. His work may just save the lives of wildlife nearing extinction in Africa as well. 2019 CASE District VIII bronze award for feature writing.

Why Thibodeaux Chose theUO

When the nation's No. 1-ranked high school football player sat down to choose a college to attend, he had one thing on his mind: saving his community. Ninth-most-read feature story in UO history. Responsible for 6% of all traffic to the SOJC homepage.

Answered Prayers

As a gay Black man struggling to make it as a gospel singer, Robert Bailey thought his stint in rehab for drug addiction would be the final nail in his professional coffin. But then Garth Brooks called.

The Duck in Death Cab

The list of touring musicians who would run a marathon on the day of a gig may include just one name. But Death Cab for Cutie's Dave Depper wouldn't live any other way. Among the top 2% most-read feature stories in UO history.

Second to None

Brother of baseball icon Jackie Robinson. Silver medalist behind Jesse Owens. Considered inferior in his own country. But Mack Robinson was a born winner whose legacy continues to this day. Among the top 10% most-read feature stories in UO history.

The Sound of Bones

Mohamed Siad Barre was a brutal Somalian dictator who, in 1988, authorized the bombing of his own country, killing more than 50,000 civilians and causing the world’s largest refugee crisis. Now, Winsome Lee is providing long awaited closure for the survivors.