Push journalism is what's happening now:
- The reporter has a hunch about a story
- The reporter checks with a couple of sources and their editor
- The story is published
- Then everyone in the organization PUSHES LIKE HELL to get the story in front of as many people as possible
Pull journalism would be the alternative (better) approach:
- Have a hunch about a problem that people might be experiencing
- Interview those people – perhaps a dozen of them – and listen for signals that your hunch is correct
- Also listen for signals that your hunch is incorrect
- Formulate a hypothesis based on these conversations about what might address the problem
- Go back to those dozen people, if possible, and present your work. Rinse. Repeat.
- Publish it, and then present it to all of the people that you’ve spoken with and ask them, if they believe it’s useful, to let people know.