To be a great reporter/writer? Always ask yourself what it is concerning a story, YOU would like to know more about. If you're not satisfied with the facts you've collected? SAY so.
The WHY, is most often what the public wants to know. More than any other of the W's.
Then, when writing your story, after sorting thru all the info you've collected? You just HAVE to "talk" to your reader as if you're having a one-on-one with them. Say, over a cup of coffee at Denny's. Make an effort to keep note of any emotions you experienced when digging into the facts. Were you curious about why an unlikely person was involved? Did you try to find out who was behind it, but couldn't? The "how did it feel" question most TV reporters ask, is not the primary question in a readers/viewers mind. Irrespective of what they might tell you in "J" school.