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The Secrets
of Great Journalism
David Sheets, former newspaper content editor;
past-president, St. Louis Pro Chapter,
Society of Professional Journalists
I know what you’re thinking.
I know what you’re thinking.


What secrets?
There are no secrets to journalism.
All you have to do is this:
All you have to do is this:




Just show up and go to work, right?
That’s why so many people today think
they can be journalists overnight.
That’s why so many people today think
they can be journalists overnight.

The end result of journalism is obvious.
The amount of work required for it is not.
So, before considering a career in
journalism, consider everything that goes
into doing it ...
Good
writing
Good
writing
You can’t tell a story
or convey a message
unless you do it
clearly, concisely.
Becoming a good writer requires doing
a lot of this ...
Becoming a good writer requires doing
a lot of this ...
Why?
Why?

Because the only way to know how words
work is by seeing them in action, in books,
magazines, newspapers ... everything.
So, if you’re not a reader, but you want
everyone to respect your writing, get into
the habit of reading.
So, if you’re not a reader, but you want
everyone to respect your writing, get into
the habit of reading.

Now.
Strong
curiosity
Strong
curiosity
Show an interest in
everything around
you; be nosy.
Pay special attention to:
Pay special attention to:
 Who, What, When, Where, Why, How, and my personal
 favorites: Who cares? So what?
Pay special attention to:
 Who, What, When, Where, Why, How, and my personal
 favorites: Who cares? So what?
 Color, size, shape, location, sound, aroma, texture,
 mood, behavior.
Pay special attention to:
 Who, What, When, Where, Why, How, and my personal
 favorites: Who cares? So what?
 Color, size, shape, location, sound, aroma, texture,
 mood, behavior.
 Looking past the obvious.
Pay special attention to:
 Who, What, When, Where, Why, How, and my personal
 favorites: Who cares? So what?
 Color, size, shape, location, sound, aroma, texture,
 mood, behavior.
 Looking past the obvious.
 The potential for surprise and shock.
Of course, the talent of paying attention
requires that you develop a second
habit ...
The ability
to listen
The ability
to listen
Keep your ears open,
your attention
focused, and your
mouth shut.
Sometimes, that’s a tough thing to do.
Sometimes, that’s a tough thing to do.

People love to talk at length about
themselves; that’s their favorite subject.
Sometimes, that’s a tough thing to do.

People love to talk at length about
themselves; that’s their favorite subject.

Listen, anyway. Guide the conversation, if
you must (‘That’s interesting, but ...’).
Somewhere in the middle is the golden
detail you seek.
Fearless
research
Fearless
research
Rock-solid, thorough
background detail
is at the foundation
of good journalism.
This can be the toughest part of the job:
sifting through reams of files and data. It
requires immense diligence and patience.
This can be the toughest part of the job:
sifting through reams of files and data. It
requires immense diligence and patience.


It also requires more than a Google search.
This can be the toughest part of the job:
sifting through reams of files and data. It
requires immense diligence and patience.


It also requires more than a Google search.

Get comfortable with sites such as PACER,
Pipl, and Portico, and learn how to do
advanced searches on Facebook and
LinkedIn.
Respect for
deadlines
Respect for
deadlines
Meet them, strive to
beat them, but don’t
ever miss them.
Deadlines have many purposes:
Deadlines have many purposes:
 Scheduling — They form frameworks for accomplishing
 important tasks.
Deadlines have many purposes:
 Scheduling — They form frameworks for accomplishing
 important tasks.
 Budgeting — Within those frameworks, accountants
 and bookkeepers figure how much money to spend.
Deadlines have many purposes:
 Scheduling — They form frameworks for accomplishing
 important tasks.
 Budgeting — Within those frameworks, accountants
 and bookkeepers figure how much money to spend.
 Managing — They are the easiest tools for bosses
 to determine whether you’re professional enough for
 the job of journalism.
Miss a deadline or two, or more,
and a couple of things could happen:
Miss a deadline or two, or more,
and a couple of things could happen:

 You’ll be fired.
Miss a deadline or two, or more,
and a couple of things could happen:

 You’ll be fired.
 You’ll be labeled as untrustworthy, receive only boring
 assignments, and your input will be ignored no matter
 its value. (Worse, colleagues may steal your ideas
 and get all the credit for them.)
Strong
planning
Strong
planning
Don’t just hope things
will work out. Figure
out what to do before
doing anything.
This can be achieved by:
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
 Managing your time — to the hour if necessary.
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
 Managing your time — to the hour if necessary.
 Taking detailed notes.
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
 Managing your time — to the hour if necessary.
 Taking detailed notes.
 Having a filing system for important documents.
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
 Managing your time — to the hour if necessary.
 Taking detailed notes.
 Having a filing system for important documents.
 Having a support system (people who can help collect
 information, data).
This can be achieved by:

 Getting organized, collecting all the necessary
 equipment (pen, paper, smartphone, tablet/laptop,
 microphone, video/still camera, etc.)
 Managing your time — to the hour if necessary.
 Taking detailed notes.
 Having a filing system for important documents.
 Having a support system (people who can help collect
 information, data).
 Developing good, trustworthy sources.
And speaking of sources, it’s crucial these
days to have ...
Social media
expertise
Social media
expertise
Because networking
is an essential
reporting tool.
When I started out, this was all you needed:
When I started out, this was all you needed:
And one of these:
And one of these:
Now, all those
things, and
more, fit into
one of these:
Now, all those
things, and
more, fit into
one of these:
In 2008, the phone function became
the least-used part of a mobile phone.
In 2008, the phone function became
the least-used part of a mobile phone.

In 2010, social media became the
most-used function.
In 2011, social media proved its value as
a reporting tool when it was used to break
news of the Arab Spring uprisings in the
Middle East.
In 2011, social media proved its value as
a reporting tool when it was used to break
news of the Arab Spring uprisings in the
Middle East.

In 2012, social media outpaced the major
media in breaking-news coverage of the
presidential election campaign.
In 2013, social media may become the
only tool you need to collect and publish
the news.
In 2013, social media may become the
only tool you need to collect and publish
the news.

So, start using it properly.
Build social interaction by:
Build social interaction by:
 Posting regularly
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
 Sharing links, to show people what you’re reading.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
 Sharing links, to show people what you’re reading.
 Starting chats / discussions with other journalists.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
 Sharing links, to show people what you’re reading.
 Starting chats / discussions with other journalists.
 Distributing original content.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
 Sharing links, to show people what you’re reading.
 Starting chats / discussions with other journalists.
 Distributing original content.
 Attending meetups and tweetups.
Build social interaction by:
 Posting regularly
 Creating a content calendar based on interests.
 Responding to posts, tweets.
 Sharing links, to show people what you’re reading.
 Starting chats / discussions with other journalists.
 Distributing original content.
 Attending meetups and tweetups.
 Asking for help, advice.
When using social media for journalism:
When using social media for journalism:

 Always identify yourself as a journalist.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
 Try many, but master a few.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
 Try many, but master a few.
 Everything you publish becomes public.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
 Try many, but master a few.
 Everything you publish becomes public.
 Be ethical; admit when you’re wrong.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
 Try many, but master a few.
 Everything you publish becomes public.
 Be ethical; admit when you’re wrong.
 Consider there are people out there who are paid good
 money to mislead you.
When using social media for journalism:

 Always identify yourself as a journalist.
 Remember — social networks are not toys.
 Try many, but master a few.
 Everything you publish becomes public.
 Be ethical; admit when you’re wrong.
 Consider there are people out there who are paid good
 money to mislead you.
 Verify everything.
Learn how to verify tweets:
Learn how to verify tweets:
 Check the sender’s
 Twitter biography.
Learn how to verify tweets:
 Check the sender’s
 Twitter biography.
 Do a Google search.
Learn how to verify tweets:
 Check the sender’s
 Twitter biography.
 Do a Google search.
 Scrutinize sender’s other
 social media sites.
Learn how to verify tweets:
 Check the sender’s
 Twitter biography.
 Do a Google search.
 Scrutinize sender’s other
 social media sites.
 On breaking news,
 review timestamps.
Learn how to verify tweets:
 Check the sender’s
 Twitter biography.
 Do a Google search.
 Scrutinize sender’s other
 social media sites.
 On breaking news,
 review timestamps.
 Be mindful of user
 context.
Learn how to verify tweets:
 Check the sender’s          Check the frequency
 Twitter biography.          of tweets.
 Do a Google search.
 Scrutinize sender’s other
 social media sites.
 On breaking news,
 review timestamps.
 Be mindful of user
 context.
Learn how to verify tweets:
 Check the sender’s          Check the frequency
 Twitter biography.          of tweets.
 Do a Google search.         Check for related tweets.
 Scrutinize sender’s other
 social media sites.
 On breaking news,
 review timestamps.
 Be mindful of user
 context.
Learn how to verify tweets:
 Check the sender’s          Check the frequency
 Twitter biography.          of tweets.
 Do a Google search.         Check for related tweets.
 Scrutinize sender’s other   Examine past tweets;
 social media sites.         search for patterns in
                             the sender’s stream.
 On breaking news,
 review timestamps.
 Be mindful of user
 context.
Learn how to verify tweets:
 Check the sender’s          Check the frequency
 Twitter biography.          of tweets.
 Do a Google search.         Check for related tweets.
 Scrutinize sender’s other   Examine past tweets;
 social media sites.         search for patterns in
                             the sender’s stream.
 On breaking news,
 review timestamps.          Send a direct message.
 Be mindful of user
 context.
Signs that Facebook account may be fake:
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
 Too few updates, and those that exist are mostly spam.
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
 Too few updates, and those that exist are mostly spam.
 Photos turn up in Google file-art searches.
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
 Too few updates, and those that exist are mostly spam.
 Photos turn up in Google file-art searches.
 Dozens, even hundreds of tags on one photo.
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
 Too few updates, and those that exist are mostly spam.
 Photos turn up in Google file-art searches.
 Dozens, even hundreds of tags on one photo.
 Missing or suspicious contact information.
Signs that Facebook account may be fake:

 Too many friends, and most of them are of the opposite
 gender.
 Too few updates, and those that exist are mostly spam.
 Photos turn up in Google file-art searches.
 Dozens, even hundreds of tags on one photo.
 Missing or suspicious contact information.
 Birth dates on Jan. 1, or major holidays.
The Secrets
of Great Journalism
David Sheets
Email: dksheets@gmail.com / Facebook: DKSheets
LinkedIn: DKSheets / Twitter: @DKSheets

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The Secrets of Great Journalism

  • 1. The Secrets of Great Journalism David Sheets, former newspaper content editor; past-president, St. Louis Pro Chapter, Society of Professional Journalists
  • 2. I know what you’re thinking.
  • 3. I know what you’re thinking. What secrets? There are no secrets to journalism.
  • 4. All you have to do is this:
  • 5. All you have to do is this: Just show up and go to work, right?
  • 6. That’s why so many people today think they can be journalists overnight.
  • 7. That’s why so many people today think they can be journalists overnight. The end result of journalism is obvious. The amount of work required for it is not.
  • 8. So, before considering a career in journalism, consider everything that goes into doing it ...
  • 10. Good writing You can’t tell a story or convey a message unless you do it clearly, concisely.
  • 11. Becoming a good writer requires doing a lot of this ...
  • 12. Becoming a good writer requires doing a lot of this ...
  • 13. Why?
  • 14. Why? Because the only way to know how words work is by seeing them in action, in books, magazines, newspapers ... everything.
  • 15. So, if you’re not a reader, but you want everyone to respect your writing, get into the habit of reading.
  • 16. So, if you’re not a reader, but you want everyone to respect your writing, get into the habit of reading. Now.
  • 18. Strong curiosity Show an interest in everything around you; be nosy.
  • 20. Pay special attention to: Who, What, When, Where, Why, How, and my personal favorites: Who cares? So what?
  • 21. Pay special attention to: Who, What, When, Where, Why, How, and my personal favorites: Who cares? So what? Color, size, shape, location, sound, aroma, texture, mood, behavior.
  • 22. Pay special attention to: Who, What, When, Where, Why, How, and my personal favorites: Who cares? So what? Color, size, shape, location, sound, aroma, texture, mood, behavior. Looking past the obvious.
  • 23. Pay special attention to: Who, What, When, Where, Why, How, and my personal favorites: Who cares? So what? Color, size, shape, location, sound, aroma, texture, mood, behavior. Looking past the obvious. The potential for surprise and shock.
  • 24. Of course, the talent of paying attention requires that you develop a second habit ...
  • 26. The ability to listen Keep your ears open, your attention focused, and your mouth shut.
  • 27. Sometimes, that’s a tough thing to do.
  • 28. Sometimes, that’s a tough thing to do. People love to talk at length about themselves; that’s their favorite subject.
  • 29. Sometimes, that’s a tough thing to do. People love to talk at length about themselves; that’s their favorite subject. Listen, anyway. Guide the conversation, if you must (‘That’s interesting, but ...’). Somewhere in the middle is the golden detail you seek.
  • 31. Fearless research Rock-solid, thorough background detail is at the foundation of good journalism.
  • 32. This can be the toughest part of the job: sifting through reams of files and data. It requires immense diligence and patience.
  • 33. This can be the toughest part of the job: sifting through reams of files and data. It requires immense diligence and patience. It also requires more than a Google search.
  • 34. This can be the toughest part of the job: sifting through reams of files and data. It requires immense diligence and patience. It also requires more than a Google search. Get comfortable with sites such as PACER, Pipl, and Portico, and learn how to do advanced searches on Facebook and LinkedIn.
  • 36. Respect for deadlines Meet them, strive to beat them, but don’t ever miss them.
  • 37. Deadlines have many purposes:
  • 38. Deadlines have many purposes: Scheduling — They form frameworks for accomplishing important tasks.
  • 39. Deadlines have many purposes: Scheduling — They form frameworks for accomplishing important tasks. Budgeting — Within those frameworks, accountants and bookkeepers figure how much money to spend.
  • 40. Deadlines have many purposes: Scheduling — They form frameworks for accomplishing important tasks. Budgeting — Within those frameworks, accountants and bookkeepers figure how much money to spend. Managing — They are the easiest tools for bosses to determine whether you’re professional enough for the job of journalism.
  • 41. Miss a deadline or two, or more, and a couple of things could happen:
  • 42. Miss a deadline or two, or more, and a couple of things could happen: You’ll be fired.
  • 43. Miss a deadline or two, or more, and a couple of things could happen: You’ll be fired. You’ll be labeled as untrustworthy, receive only boring assignments, and your input will be ignored no matter its value. (Worse, colleagues may steal your ideas and get all the credit for them.)
  • 45. Strong planning Don’t just hope things will work out. Figure out what to do before doing anything.
  • 46. This can be achieved by:
  • 47. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.)
  • 48. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.) Managing your time — to the hour if necessary.
  • 49. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.) Managing your time — to the hour if necessary. Taking detailed notes.
  • 50. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.) Managing your time — to the hour if necessary. Taking detailed notes. Having a filing system for important documents.
  • 51. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.) Managing your time — to the hour if necessary. Taking detailed notes. Having a filing system for important documents. Having a support system (people who can help collect information, data).
  • 52. This can be achieved by: Getting organized, collecting all the necessary equipment (pen, paper, smartphone, tablet/laptop, microphone, video/still camera, etc.) Managing your time — to the hour if necessary. Taking detailed notes. Having a filing system for important documents. Having a support system (people who can help collect information, data). Developing good, trustworthy sources.
  • 53. And speaking of sources, it’s crucial these days to have ...
  • 55. Social media expertise Because networking is an essential reporting tool.
  • 56. When I started out, this was all you needed:
  • 57. When I started out, this was all you needed:
  • 58. And one of these:
  • 59. And one of these:
  • 60. Now, all those things, and more, fit into one of these:
  • 61. Now, all those things, and more, fit into one of these:
  • 62. In 2008, the phone function became the least-used part of a mobile phone.
  • 63. In 2008, the phone function became the least-used part of a mobile phone. In 2010, social media became the most-used function.
  • 64. In 2011, social media proved its value as a reporting tool when it was used to break news of the Arab Spring uprisings in the Middle East.
  • 65. In 2011, social media proved its value as a reporting tool when it was used to break news of the Arab Spring uprisings in the Middle East. In 2012, social media outpaced the major media in breaking-news coverage of the presidential election campaign.
  • 66. In 2013, social media may become the only tool you need to collect and publish the news.
  • 67. In 2013, social media may become the only tool you need to collect and publish the news. So, start using it properly.
  • 69. Build social interaction by: Posting regularly
  • 70. Build social interaction by: Posting regularly Creating a content calendar based on interests.
  • 71. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets.
  • 72. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets. Sharing links, to show people what you’re reading.
  • 73. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets. Sharing links, to show people what you’re reading. Starting chats / discussions with other journalists.
  • 74. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets. Sharing links, to show people what you’re reading. Starting chats / discussions with other journalists. Distributing original content.
  • 75. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets. Sharing links, to show people what you’re reading. Starting chats / discussions with other journalists. Distributing original content. Attending meetups and tweetups.
  • 76. Build social interaction by: Posting regularly Creating a content calendar based on interests. Responding to posts, tweets. Sharing links, to show people what you’re reading. Starting chats / discussions with other journalists. Distributing original content. Attending meetups and tweetups. Asking for help, advice.
  • 77. When using social media for journalism:
  • 78. When using social media for journalism: Always identify yourself as a journalist.
  • 79. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys.
  • 80. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys. Try many, but master a few.
  • 81. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys. Try many, but master a few. Everything you publish becomes public.
  • 82. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys. Try many, but master a few. Everything you publish becomes public. Be ethical; admit when you’re wrong.
  • 83. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys. Try many, but master a few. Everything you publish becomes public. Be ethical; admit when you’re wrong. Consider there are people out there who are paid good money to mislead you.
  • 84. When using social media for journalism: Always identify yourself as a journalist. Remember — social networks are not toys. Try many, but master a few. Everything you publish becomes public. Be ethical; admit when you’re wrong. Consider there are people out there who are paid good money to mislead you. Verify everything.
  • 85. Learn how to verify tweets:
  • 86. Learn how to verify tweets: Check the sender’s Twitter biography.
  • 87. Learn how to verify tweets: Check the sender’s Twitter biography. Do a Google search.
  • 88. Learn how to verify tweets: Check the sender’s Twitter biography. Do a Google search. Scrutinize sender’s other social media sites.
  • 89. Learn how to verify tweets: Check the sender’s Twitter biography. Do a Google search. Scrutinize sender’s other social media sites. On breaking news, review timestamps.
  • 90. Learn how to verify tweets: Check the sender’s Twitter biography. Do a Google search. Scrutinize sender’s other social media sites. On breaking news, review timestamps. Be mindful of user context.
  • 91. Learn how to verify tweets: Check the sender’s Check the frequency Twitter biography. of tweets. Do a Google search. Scrutinize sender’s other social media sites. On breaking news, review timestamps. Be mindful of user context.
  • 92. Learn how to verify tweets: Check the sender’s Check the frequency Twitter biography. of tweets. Do a Google search. Check for related tweets. Scrutinize sender’s other social media sites. On breaking news, review timestamps. Be mindful of user context.
  • 93. Learn how to verify tweets: Check the sender’s Check the frequency Twitter biography. of tweets. Do a Google search. Check for related tweets. Scrutinize sender’s other Examine past tweets; social media sites. search for patterns in the sender’s stream. On breaking news, review timestamps. Be mindful of user context.
  • 94. Learn how to verify tweets: Check the sender’s Check the frequency Twitter biography. of tweets. Do a Google search. Check for related tweets. Scrutinize sender’s other Examine past tweets; social media sites. search for patterns in the sender’s stream. On breaking news, review timestamps. Send a direct message. Be mindful of user context.
  • 95. Signs that Facebook account may be fake:
  • 96. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender.
  • 97. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender. Too few updates, and those that exist are mostly spam.
  • 98. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender. Too few updates, and those that exist are mostly spam. Photos turn up in Google file-art searches.
  • 99. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender. Too few updates, and those that exist are mostly spam. Photos turn up in Google file-art searches. Dozens, even hundreds of tags on one photo.
  • 100. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender. Too few updates, and those that exist are mostly spam. Photos turn up in Google file-art searches. Dozens, even hundreds of tags on one photo. Missing or suspicious contact information.
  • 101. Signs that Facebook account may be fake: Too many friends, and most of them are of the opposite gender. Too few updates, and those that exist are mostly spam. Photos turn up in Google file-art searches. Dozens, even hundreds of tags on one photo. Missing or suspicious contact information. Birth dates on Jan. 1, or major holidays.
  • 102. The Secrets of Great Journalism David Sheets Email: dksheets@gmail.com / Facebook: DKSheets LinkedIn: DKSheets / Twitter: @DKSheets

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