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Saving Scholastic Journalism in 2012: A blueprint to move online

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This is a presentation I gave the the Scholastic Journalism Division mid-winter meeting of AEJMC in Tampa in January of 2012.

This is a presentation I gave the the Scholastic Journalism Division mid-winter meeting of AEJMC in Tampa in January of 2012.


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Transcript

  • 1. Saving Scholastic Journalism in 2012 start here
  • 2. #sjd2012 @manfull [email_address] aaronmanfull.com
  • 3.  
  • 4.
      • Problems today
        • Budget cuts eliminate electives
        • Budget cuts eliminate subsidies
        • Non-networked teachers
        • Technology Divide for Teachers
        • Minimal Recruiting
        • No way to publish work
        • Skittish districts
  • 5. Class Structure newspaper yearbook Writers Designers Photographers Writers Designers Photographers
  • 6.
      • Rethink your newsroom
      • Rework your playbook
      • Refresh your content
    Advising a 2012 Newsroom It’s not 1993 anymore
  • 7.  
  • 8.  
  • 9. Class Structure newspaper yearbook photography broadcast web
  • 10. For Scholastic programs as they move online. The Roadmap
  • 11. Define your purpose. What is your mission?
    • How do each of the student media at the school differ?
    • What niche will the Web find itself fitting into?
    1
  • 12. Everything must revolve around it. This is not an extra appendage. 2
    • Put an editor in charge
    • Offer incentives for students. Writing for the Web shouldn ’t be used as punishment.
    • Create web-specific positions
    • This is probably the toughest thing to grasp for advisers
  • 13. Get an easy, memorable URL. 3 Our progression: FHN026.com Northstartoday.com Excaliburyearbook.com FHNtoday.com (considered francishowellnorth.com)
  • 14.
    • Ways of going about it:
    • Putting PDFs of your publication online ( issuu.com )
    • Using an application like Dreamweaver
    • Using a CMS like my.hsj.org, Joomla, Drupal or Wordpress
    Choose your platform 4
  • 15.
    • Find free tutorial handouts and videos by searching the Web
    • Pay for video tutorials from some place like Lynda.com
    • Hire someone in your community to come in and train you and your staff (they may even do it for free)
    • JEADigitalMedia.org
    Learn all you can about the platform you choose 5
  • 16. Develop a sitemap and choose a theme. 6
  • 17.
    • Make it a part of your news organization, not just a novelty or an “extra” – establish beat reports
    • Teach them how to post their own content
    • Make Web postings part of grading criteria – don ’t use Web work as punishment
    • Plan special coverage for the Web. Don’ t just regurgitate.
    Develop a system for generating frequent updates 7
  • 18.
    • Start trying to just get a new story and photo up each day
    • Each month, try something new: add Twitter, Facebook, short videos, photo galleries, etc.
    Start small and add in small increments 8
  • 19.
    • Work with existing events first and tie in with the print publication
    • Expand to include other, web-only stories
    • Coveritlive, Livestream, Ustream, Soundslides, Smugmug, hyperlinks
    • Tools such as ‘College Guide’ or ‘Guide for New students’
    After you get a solid foundation, look to add bells and whistles 9
  • 20.
    • Wait to promote widely until a system is in place and working
    • Email alerts, Text Messages
    • Twitter & Facebook
    • News website as in-school home page
    • Contests
    • Cross-promotions between Print, Web
    Promote what you do every chance you get 10
  • 21. Common questions and concerns in the scholastic realm that keeps them from moving online. What’s holding people back.
  • 22.
    • Better than it was, still crazy.
    • Students should run accounts.
    • Advisers need to follow and coach and have their own, separate accounts
    • “ Now, social media is a job. Soon, social media will be a skill…You know what else used to be a job? Typing.” – Jay Baer
    • Should be teaching best practices, not avoiding it.
    “ Social Media is the Devil’s tool.” Yah, but didn’t I see your church on Facebook and Twitter? 1
  • 23.
    • What puts students in the best possible place?
    • What does your audience want?
    • Revaluate the program to figure what to dump, what to remain committed to, and what to try out.
    • We’ve got to get beyond the fact that learning new skills takes time.
    I’m too busy to add more. ‘ Busy’ is such a relative word. 2
  • 24.
    • The laws for printed press and web press are the same.
    “ You can’t put faces and names of high school kids online.” Actually, you don’t know what you’re talking about. 3
  • 25.
    • What puts students in the best possible place?
    • What does your audience want?
    • Revaluate the program to figure what to dump, what to remain committed to, and what to try out.
    • We’ve got to get beyond the fact that learning new skills takes time.
    I’m too busy to add more. ‘ Busy’ is such a relative word. 4
  • 26.
    • Teachers need a rough idea of how this works.
    • Districts tend to not want to deal with databases.
    • Upload videos to places like Youtube or Schooltube.
    • They need to understand how FTP works.
    • It helps to not bother overly stretched tech people.
    • Hosting offsite is like printing offsite (np/yb).
    “ The district said they’d host it.” Make sure you read the fine print they didn’t show you. 5
  • 27.
    • Platforms change. Programs change.
    • Most beneficial classes: “Build an Online Presence” & “We Have a Site, Now What?”
    • I’d teach Wordpress. It’s the “Best Buy” in terms of ease of use and flexibility.
    Planning for summer workshops These classes aren’t ones you’re going to just dust off each year. 6
  • 28.
    • Free Alternatives like Wordpress.com
    • Hosting @$65/year
    • Premium Theme @$70/one-time fee
    • Ads could easily support that (not the larger program though)
    We Can’t Afford This. Actually, you can’t not afford it. 7
  • 29.
    • We need to be more networked between high school, college and the professional levels
    • If the bleeding continues in high school, it definitely will trickle upwards.
    • Valerie Kibler, former DJNF TOY has talked with me about creating a network to help tackle this divide.
    What Can I Do To Help? You just actually asked this question. 8
  • 30.  

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