Journalists need to get better at considering their audiences says Walkley winning reporter

(l-r) Nick McKenzie, Katie Rigg-Smith, Rob Pyne, Mark Hollands, Trish Stafford

Agencies should “reframe the question” to be disruptive and break through complacency while even experienced journalists are “hopeless at asking the key questions” according to the head of Mindshare and a top investigative journalist.

Speaking on a panel about asking the right questions at the Mumbrella 360 conference in Sydney Mindshare’s Katie Rigg-Smith explained: “For us, when we get the brief, that’s the part where you need to actually reframe the question.

“We get a brief telling us to do something: raise awareness, launch a brand. But that’s not actually the question we need to be answering.”