CHAPTER 10 (CHAPTER 11 IN NEWER EDITIONS OF MENCHER) TALKS ABOUT DIFFERENT LEVELS, OR LAYERS, OF REPORTING.

LAYER I IS SOURCE-ORIGINATED MATERIAL. THIS INCLUDES PRESS RELEASES, SPEECHES, ETC.

LAYER I CONSISTS OF GIVING READERS BASIC INFORMATION - TELLING THEM WHAT THE MAYOR SAID OR THE DISTRICT ATTORNEY SAID IN A PRESS RELEASE.

BUT LAYER I DOESN'T GO BEYOND THAT, AND THE DANGER OF LAYER I REPORTING IS THAT SOMETIMES IT BECOMES INDISTINGUISHABLE FROM PUBLIC RELATIONS. THAT'S BECAUSE IN LAYER I REPORTING THERE IS NO QUESTIONING BY THE REPORTER - THE REPORTER IS SIMPLY REPORTING WHAT WAS SAID.

LAYER II INCLUDES SPONTANEOUS EVENTS - BREAKING NEWS EVENTS SUCH AS FIRES, BANK ROBBERIES, ETC. - AND ENTERPRISE REPORTING, IN WHICH REPORTERS UNCOVER STORIES ON THEIR OWN. LAYER II INVOLVES REPORTERS GOING BEYOND MERELY REPORTING WHAT IS SAID AND ACTUALLY ASKING QUESTIONS. WHENEVER THE SITUATION MOVES BEYOND THE CONTROL OF THOSE TRYING TO MANAGE IT, THE REPORTER IS WORKING IN LAYER II.

FOR INSTANCE, A REPORTER ATTENDING A PRESS CONFERENCE IS DOING LAYER I REPORTING WHEN SHE SIMPLY WRITES DOWN WHAT IS BEING SAID. BUT SHE MOVES INTO LAYER II REPORTING WHEN SHE STARTS ASKING QUESTIONS.

REPORTERS WHO DIG DEEPEST IN LAYER II REPORTING ARE CALLED INVESTIGATIVE REPORTERS. THEY MUST HAVE THE ABILITY TO FIND INFORMATION THROUGH PUBLIC RECORDS, AND THE INTESTINAL FORTITUDE TO QUESTION AUTHORITY. MENCHER CITES THE EXAMPLE OF NY TIMES REPORTER RAYMOND BONNER, WHO WROTE ABOUT THE EL MOZOTE MASSACRE IN EL SALVADOR, IN WHICH INNOCENT VILLAGERS WERE SLAUGHTERED BY A U.S.-TRAINED MILITARY UNIT. 

LAYER III REPORTING INCLUDES INTERPRETATION AND EXPLANATION. THIS OFTEN INVOLVES EXPLAINING THE HOW AND WHY OF THE STORY. FOR INSTANCE, AFTER AN ELECTION, POLITICAL REPORTERS MIGHT WRITE STORIES ABOUT WHY ONE PARTY OR THE OTHER DID WELL OR POORLY. THESE TYPES OF STORIES ARE OFTEN CALLED NEWS ANALYSIS.

TERMS TO KNOW:

PSEUDO-EVENTS - an event arranged or brought about merely for the sake of the publicity it generates, especially one designed to appear spontaneous or unplanned.

TRIAL BALLOONS - is information sent out to the media in order to observe the reaction of an audience. It can be used by companies sending out press releases to judge reaction by customers, or it can be used by politicians who deliberately leak information on a policy change under consideration.