The Art of Asking the Right Question with Julie Pace, The Associated Press

Julie Pace, the Executive Editor of The Associated Press, joins Katie in this episode to share her journey and insights from covering major news stories and leading a historic news organization. She reflects on her career, from breaking the news of Osama Bin Laden’s death to guiding the AP through pivotal events. Julie discusses the importance of authenticity in building a personal brand and offers advice on crafting a compelling narrative.

Get Mic’d is all about teaching individuals and company leaders how to make your brand notable. Here today to share her experience and insights is Julie Pace, Executive Editor of The Associated Press. She dives into the critical moments in her career and the lessons learned in building a trustworthy and influential brand in journalism.

Join us for this episode of Get Mic’d and gain valuable insights into the world of journalism, leadership, and personal branding from Julie today.

Here are three reasons why you should listen to this episode:

1. Hear Julie’s inspiring story of how she went from a young journalist in South Africa to becoming the Executive Editor of The Associated Press.
2. Learn about the art of asking the right questions, like the “Julie Pace question,” to get the answers you need.
3. Get an insider’s view of what it’s like to engage with prominent political figures and navigate high-stakes interviews.

Resources

• The Associated Press
• Harvard Business Review
• Connect with Julie Pace: LinkedIn | Twitter | Instagram | Facebook
• Listen to more Get Mic’d episodes

Episode Highlights

[02:45] Reshaping the AP to Match the New Landscape of Journalism

• Julie reflects on the transformation of the AP from a primarily text-driven organization to a comprehensive digital news provider. She highlights the shift toward integrating multimedia elements such as video, audio, and photos into news stories, which has become a crucial part of the organization’s strategy.

• Julie discusses how the proliferation of social media platforms like TikTok, Instagram, and Reddit has changed how audiences consume news. She emphasizes the importance of staying competitive in this landscape by understanding and meeting the diverse needs of the digital audience.
• Addressing the challenge of appealing to Gen Z, Julie explains that the AP must demonstrate its relevance and build trust with a generation that demands transparency and authenticity. She notes that younger audiences are less concerned with the organization’s legacy and more interested in how it serves their immediate information needs.
• Julie talks about the critical role of fact-based journalism in an era rife with misinformation. She underscores the necessity of educating the public on the rigorous processes behind AP’s reporting and the value of receiving news from a reputable, independent source.
• Julie describes the AP’s distinctive status as a global, independent news organization without a corporate owner or government funding. She outlines the AP’s mission to provide fact-based, nonpartisan journalism and its recent efforts to engage consumers directly through its platform, APNews.com.

[09:52] Julie Pace: “They don’t care that the AP is 178 years old; they don’t care that we have this long history. They want to know, ‘How are you relevant to my life?’ How do I trust you to tell me why I need to get my information from you? And I think it’s forced us again, in a positive way, to think about what we bring to the table that’s unique. And how do we pull back the curtain a little bit more and say, it’s not just trust this story, because it’s from the AP, it’s, here’s what that journalist was doing in the field. Here’s the work that went into producing that story; here’s why it’s valuable to get information from a fact-based, independent journalist instead of the number of other places where you can get information on that subject.”

[10:28] Selecting a Career in Journalism

• Julie shares her lifelong passion for journalism, tracing it back to her childhood role as the editor of her elementary school’s newspaper. She recounts her unexpected career trajectory from aspiring foreign correspondent to political reporter, finding fulfillment in making complex political issues understandable to a general audience.

[11:25] Julie Pace: “ It’s one of those things I can’t tell you exactly when it started. It’s just that I always wanted to do it. And I think it was just because I’m a nosy person. I like knowing what’s going on. I like being able to ask people questions.”

[16:59] AI at the AP

• Julie elaborates on the AP’s long-standing use of AI, particularly in automating routine tasks like sports scores and stock tables, freeing up journalists for more in-depth reporting. She mentions ongoing experiments with AI, such as enhancing Spanish language translation and generating headline prompts, always with a human editor’s final oversight.
• She explores potential future applications of AI, such as personalizing news experiences for individual users and making news consumption more relevant and engaging. Julie acknowledges concerns about AI’s misuse but emphasizes its potential to enhance journalism’s relevance and accuracy.

[19:05] Julie Pace: “We have this excellent track record of showing you can add automation AI to your newsroom and not have to lay off a bunch of journalists if you make that choice, right?”

[19:17] Building Your Personal Brand as a Journalist 

• Julie reflects on how her approach to personal branding has evolved throughout her career. As a former White House correspondent for the AP, she was acutely aware of her public persona and how it intersected with the broader brand of the AP. She discusses the cultural significance of journalists in Washington, where individual journalists often become part of the political and media landscape.

Julie Pace: “If it becomes too much about the person, you’re taking away from your company’s brand.”

• In her current role, Julie’s focus has shifted from her personal brand to amplifying the AP’s work and mission. She stresses the importance of not overshadowing the organization with personal identity, particularly in leadership positions. This perspective highlights a crucial aspect of journalistic integrity: ensuring the organization’s values and journalistic standards remain at the forefront.
• Julie contrasts the considerations of personal branding as an individual reporter versus her current role. She notes that in environments like Washington, where journalists can become public figures, there is a unique dynamic. However, as a leader, her role is to serve as a reflection of the organization rather than focus on personal notoriety.

[22:19] The “Julie Pace” Question 

• Julie emphasizes the importance of tailoring questions to the interviewee’s style. She recounts how she adapted her approach depending on whether she was interviewing President Obama or President Trump, highlighting the need for different questioning techniques based on the individual’s communication style. With Obama, she could pose multi-part, complex questions due to his tendency to provide thorough, detailed responses. In contrast, with Trump, she focused on short, direct questions to match his more concise style.
• The primary goal is to elicit valuable information, which sometimes requires adjusting one’s natural questioning style. Julie discusses the importance of anticipating how someone might respond and crafting questions accordingly to avoid allowing them to dodge the question. This strategic adaptation ensures that the interviewer can extract the most pertinent information.
• Julie recalls a notable moment during a press conference with President Trump, where her direct question about ties to Russia became a significant and widely replayed exchange. Dubbed the “Julie Pace” question, this moment illustrated her ability to cut through evasive responses and demand clarity, ultimately securing a yes-or-no answer. Julie’s preparation and willingness to prompt a straightforward response exemplified effective questioning techniques in high-pressure situations.

[25:38] Julie Pace: “Sometimes you have to think about it. My style would be to ask the question this way, but if that’s not going to work to get the information I need for this person, then you need to modulate, right? You need to adapt to it.”

[27:00] AP and the US Elections 

• Julie underscores the intense effort and expertise involved in calling races, from the presidency down to local elections. The AP’s track record of accuracy is vital, not only for their reputation but also for maintaining public trust in the democratic process. The integrity of these calls is paramount, particularly in today’s politically charged climate.
• Julie explains the importance of transparency in their process. While historically, it may have sufficed to simply announce a winner, today’s media environment requires more. The AP now emphasizes explaining the reasoning behind each call, helping the public understand the data and decisions that lead to declaring a winner. This transparency aims to build trust and confidence in the electoral process.
• In preparation for election night, the AP engages in extensive rehearsals and practice scenarios, ensuring that their team is ready to handle the real-time influx of data and make swift, accurate decisions. This involves a coordinated effort across news, technology, and business teams, all working towards a common goal of delivering reliable results.
• Julie paints a vivid picture of election night at the AP headquarters, where a large team converges to manage the operation. The environment is bustling with activity, from monitoring incoming data to managing communications. Julie’s primary focus is on the accuracy and speed of race calls and ensuring the public receives clear and transparent explanations.

[31:27] Authenticity and Taking Your Moment 

• Success in politics (and life) can depend on timing. Opportunities may arise unexpectedly, and seizing the moment is crucial. For instance, Barack Obama capitalized on his moment in the 2008 campaign, while Beto O’Rourke’s moment came and went with his Senate race.
• Being ready to act when the opportunity presents itself is vital, as the chance may not come again.
• Authenticity is a common trait among successful politicians. Leaders like Donald Trump and Barack Obama are consistent with their true selves, both publicly and privately.
• The public tends to forgive personal flaws if they perceive authenticity. Politicians who stay true to their brand and personality, even with imperfections, are more likely to gain public trust.
• People can see through inauthenticity, and trying to present a polished but insincere image often backfires. Authenticity builds a stronger connection with the audience.

[34:32] The Future of the AP

• Work towards providing fact-based information in underserved communities in the US, where traditional news business models struggle.
• Continue to maintain and expand on-the-ground coverage in critical areas with limited independent news presence, such as Gaza, Israel, Ukraine, and Russia.
• Develop strategies to attract and engage younger audiences, providing them with the information they need to be informed citizens regardless of their location.

[36:56] Julie’s MicDrop Moments

• Notable Brand Definition:

“To me, building a notable brand means being authentic.”

• Memorable MicDrop Moment:

Julie recalls the night the US killed Osama Bin Laden, a challenging and proud moment as she led the story. It was an exciting and defining experience in her career.

• Brand Admiration:

Julie admires Taylor Swift, praising her for fully owning her brand and becoming a business powerhouse, taking control in ways other artists haven’t.

• Recommended Resources for Brand Building:

• • Spend time on business and news sites like Harvard Business Review.
  • Look at the editorial pages of various news organizations for insights.
  • Identify and learn from brands you admire.
  • Don’t hesitate to reach out to those you admire; many are willing to share their experiences.

• Upcoming Projects and Connection:

Julie’s preparing for the Olympics in Paris and focusing on the upcoming US election.

About Julie

Julie Pace is Senior Vice President and Executive Editor of The Associated Press, leading global news coverage from more than 100 countries. Since Pace assumed the role in 2021, AP has significantly expanded its digital news offerings, been awarded three Pulitzer Prizes, and produced an award-winning documentary on the Ukraine war that won an Academy Award and a BAFTA. 

Previously, Pace was Washington Bureau Chief for AP, directing AP’s coverage of the presidency, politics and the U.S. government. Before that, Pace was AP’s White House Correspondent, contributing aggressive news reporting and sharp analysis to the AP news report. Pace won the White House Correspondents’ Association Merriman Smith Award in 2013 for her work explaining the Obama campaign’s complex approach to voter turnout.

She joined AP in 2007 as a multimedia reporter, developing and executing AP’s plans for live video coverage of 2008′s Election Day and the inauguration of President Barack Obama.

A native of Buffalo, New York, Pace began her career as a reporter in 2003 at South Africa’s only independent television network, before spending two years reporting on politics and elections at the Tampa Tribune and its partner television station WFLA. She is a graduate of Northwestern University and lives in New York.

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