25+ takeaways from this 21 minute video:
Research more than you could possibly need on each particular subject. Why? Because if you research only according to your first impressions on a project, or according to preconceived ideas about what you will finish up with, your end product will be constrained by the limites of your own conformity.
Advertising Concept Book (Second Edition) by Pete Barry
In most cases journalists have to create the story from scratch, usually by following leads. They will have to research the facts to get to the heart of the matter, discover the different viewpoints and opinions, and bring this material together accurately and coherently. The message has to be factually correct, balanced, and fair, but the writer is allowed to take a stance, which could reflect that of the newspaper or, in the case of a column, the writer’s own opinion.
Copywriting for Design, Advertising, and Marketing by Mark Shaw