Bloomberg News co-founder on news writing and PR

One of the founders of Bloomberg News gave UNC Hussman students an insider’s view of writing, editing and pitching to news organizations in a class discussion this week. Matthew Winkler, Bloomberg’s co-founder and editor-in-chief emeritus, also spoke to Mike MacMillan's public relations writing course about the growth of business news.

He gave the class behind-the-scenes details of the company’s rise, from founder Michael Bloomberg’s creation of the Bloomberg terminal, to Bloomberg News’ development as a financial reporting powerhouse under Winkler and Bloomberg’s leadership. Their goal, Winkler said, was “giving people who have the most at stake the ability to see with accuracy and clarity what things are worth.”

Hussman students in the class asked Winkler about Michael Bloomberg’s presidential run, but he said the news organization would continue in its mission. “Aside from it being a real curiosity among our colleagues in the press, I don't think it is much of a news story,” he added.

Winkler, who served as Bloomberg editor-in-chief for 25 years, instead focused on useful writing and editing advice for the class. He walked the PR students through his own writing philosophy as publicized in the book “The Bloomberg Way.” He outlined the “Five F’s” he believes are key to a convincing story: “First word. Fastest word. Most factual word. Final word. Future word.”

The purpose of writing for either news or public relations, Winkler said, should be “to provide the details that help me understand why I should care.” He told students they should know everything about their subject and include as much information as possible in short, focused stories and pitches. “Learning the context of people’s opinion is everything,” he added, praising the class’ focus on opinion survey research.

“I’m impressed that it was our PR instructor Mike MacMillan, who invited a journalism pioneer, Matt Winkler, to talk to his class. We believe that journalism leaders like Matt can give all students in our school insights to the digital era,” said Susan King, dean of UNC Hussman. “We are grateful for the school’s connection and partnerships around diversity with Bloomberg.”