Accidental journalism: lessons for newsmedia

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President dies in a plane crash. Flood hits the country. When news breaks, it's a moment of truth for all newsmedia -- run by professional journalists with a legacy and those amateurs turned into accidental reporters. A story by Grzegorz Piechota, head of social campaigns at Gazeta Wyborcza, the best read quality newspaper in Poland. Presented at the WAN-IFRA Newsroom Summit in London (9/9/2010).

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Accidental journalism: lessons for newsmedia

  1. 1. ACCIDENTAL JOURNALISM TWO STORIES, DIFFERENT LESSONS FOR NEWSMEDIA PRESENTATION BY GRZEGORZ PIECHOTA GAZETA WYBORCZA, POLAND WAN-IFRA NEWSROOM SUMMIT LONDON 9/9/2010
  2. 2. 10/4/2010 TEXT MESSAGE IN THE MORNING: “TURN ON A TV SET. NOW!”
  3. 3. POLISH PRESIDENT IS DEAD GOV’T PLANE CRASHES IN RUSSIA / NO SURVIVORS
  4. 4. DAMNED PLACE FOREST IN KATYN NEAR SMOLENSK
  5. 5. 1940 POLISH OFFICERS MURDERED BY SOVIETS ALL SHOT IN THEIR HEADS, NECKS
  6. 6. 22,000 KILLED GERMAN ARMY DISCOVERED GRAVES HERE IN 1943
  7. 7. LIES STALIN BLAMED GERMANS FOR KILLINGS TABOO TOPIC IN POLAND UNTIL 1989
  8. 8. 70 YEARS LATER: 96 DEAD TOP POLITICIANS, ARMY OFFICERS, KATYN FAMILIES ALL COMING HERE TO COMMEMORATE ANOTHER TRAGEDY
  9. 9. BACK TO GAZETA NEWSROOM IS ALREADY FULL
  10. 10. ONLINE LIVE COVERAGE / NEWSWIRES, OWN STAFF, GAZETA, OTHER MEDIA
  11. 11. REDESIGN SWITCH TO B&W IN 3 HOURS MAJOR RE-DESIGN IN 8 HOURS
  12. 12. EXTRA SATURDAY AFTERNOON EXTRA EDITION READY IN 5 HOURS AFTER THE CRASH
  13. 13. EXTRA SUNDAY MORNING EXTRA EDITION READY IN 15 HOURS AFTER THE CRASH
  14. 14. EXTRA MONDAY’S BOOK OF THE DEAD / ALL 96 VICTIMS FEATURED IN 30 HOURS
  15. 15. MAGS WEEKLY SUPPLEMENTS RECALLED, RE-EDITED FROM SCRATCH IN 36 HOURS
  16. 16. ADS NO ADVERTISING IN ANY MEDIA OUTLETS EXCEPT OBITUARIES IN PRINTED PAPERS
  17. 17. TV NETWORKS SHIFT TO 24/7 LIVE COVERAGE FILLED WITH OFFICIAL EVENTS, STUDIO DEBATES
  18. 18. TEARS THE MOST EMOTIONAL NEWS COVERAGE SINCE DEATH OF POPE JOHN PAUL II
  19. 19. VOX POPULI RUMOURS, RESENTMENTS SNEAK INTO UN-EDITED STREET POLLS
  20. 20. UGC USER GENERATED KITSCH / NO ADDED VALUE TO LEGACY MEDIA FOR DAYS
  21. 21. UGC AMATEUR VIDEOS USED TO SPREAD HOAXES, CONSPIRACY THEORIES
  22. 22. SOCIAL NET CRASH-RELATED PROFILE GETS MORE FANS THAN OUR GAZETA
  23. 23. JOURNALISM NEWSPAPERS LEAD IN INVESTIGATIONS, SCOOPS
  24. 24. LEGACY MEDIA IN FACT SET AGENDA FOR THE PUBLIC, AGAIN
  25. 25. THE PUBLIC SOCIAL NET HELPS ACTIVISTS TO COORDINATE ACTIONS...
  26. 26. RESPONSE ... AND THESE ACTIONS HAVE AN IMPACT ON NATIONAL AGENDA
  27. 27. CHRONICLE OF GRIEF IMAGES I’LL REMEMBER
  28. 28. IMAGES EXHIBITED ON STREETS PUBLISHED AS A BOOK
  29. 29. THE MOST WISHED PICTURE? RUSSIAN PRESIDENT COMING DESPITE THE ASH CLOUD
  30. 30. INITIATIVE CALL FOR RECONCILIATION: LIGHT CANDLES ON WW II ANNIVERSARY
  31. 31. INSPIRATION FOUND ONLINE, PICKED-UP BY GAZETA, INTELLECTUALS
  32. 32. CANDLES OLD CEMETERIES OF RUSSIAN SOLDIERS BURIED IN POLAND
  33. 33. THE AFTERMATH
  34. 34. EARLY PRESIDENTIAL ELECTION IN THE SHADOW OF COFFINS TWO OUT OF FOUR MOST POPULAR CANDIDATES DIED
  35. 35. IN THE NAME OF THE BROTHER PRESIDENT’S TWIN BROTHER ALMOST WINS, GETS 47%
  36. 36. FRONT-RUNNER’S SOUR VICTORY NEW PRESIDENT GETS HAUNTED BY THE GHOSTS
  37. 37. DEFENDERS OF THE CROSS NEW PRESIDENT’S FIRST CHALLENGE: DIVIDED SOCIETY
  38. 38. AND WHY DID THEY CRASH? WHY DID THEY TRY TO LAND? RECKLESS PILOTS? PRESSURE OF THE BOSSES? ERROR OF CONTROLLERS?
  39. 39. LESSONS FOR NEWS MEDIA? CRISIS: A MOMENT OF TRUTH PAPERS MAKE A DIFFERENCE PUBLIC NEEDS JOURNALISM LEGACY CAN BE AN ASSET
  40. 40. BETWEEN THE CRASH AND ELECTIONS
  41. 41. THE BIG FLOOD 15 OUT OF 16 REGIONS AFFECTED / 25 DEAD
  42. 42. WAVE COMES TO WROCLAW PEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY
  43. 43. REPORT FROM A STRONGHOLD KOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM
  44. 44. REPORT FROM A STRONGHOLD BARTEK | PEOPLE TAKE AWAY CARS FROM PARKINGS AND ESCAPE. WHERE ARE THE CITY OFFICIALS? MICHAL | KOZANOW DISTRICT’S FIGHTING. 9 LORRIES WITH SOLDIERS, 4 DIGGERS, HUNDREDS OF PEOPLE HELP KAJETAN | I AM BACK FROM KOZANOW. WORKING ALL NIGHT. NEIGHBOURS BROUGHT US STRAWBERRIES KIEPAS | FOG OVER THE CITY. TEMPERATURE 13 DEGREES. HUMIDITY 93%. NO RAIN AT THE MOMENT
  45. 45. REPORT FROM A STRONGHOLD AMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE
  46. 46. WROCLAW UNDER WATER
  47. 47. WHERE ARE THE MEDIA?
  48. 48. MEDIA MOGUL OF THE FLOOD 29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER
  49. 49. BLOG VS. NEWSPAPERS 24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS
  50. 50. PAWEL’S BLOG IN 5 DAYS 157,000 UNIQUE USERS 499,000 VISITS 2,489,000 PAGE VIEWS 50% TRAFFIC VIA SEARCH
  51. 51. PAWEL’S BLOG IN 5 DAYS 300 CONTRIBUTORS 3,000 NEWS ITEMS RECEIVED 4 GB MULTIMEDIA UPLOADED 8,500 COMMENTS POSTED
  52. 52. HOW THE HELL DID HE MAKE IT?
  53. 53. BIG HUNGER FOR LOCAL NEWS POOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN
  54. 54. DISTRUST TOWARDS GOV’T MAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”
  55. 55. TV FOCUSED ON HOT SPOTS TV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER “THEY ALWAYS SHOW OTHER STREET THAN MINE”
  56. 56. COULDN’T THE RIVER WAIT? WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS
  57. 57. LOCAL INTERNET SHINES MORE COMPREHENSIVE THAN BROADCASTING, BUT...
  58. 58. EVERYBODY’S A REPORTER NOW DIGITAL CAMERAS / MOBILE PHONES / 3G INTERNET
  59. 59. PEOPLE WANT TO SHARE LEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS
  60. 60. COMMUNITY ALREADY EXISTED BLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES 2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT
  61. 61. PROMOTED BY LEGACY MEDIA COOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES
  62. 62. COMMITMENT IS CRUCIAL SIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW
  63. 63. POST-FLOOD GRILLING OPINION BY LEGACY MEDIA STILL COUNTS MORE
  64. 64. BOLD OPINION DEBUNKING MYTHS ABOUT 2010 FLOOD IN WROCLAW
  65. 65. SO WHAT ARE THE LESSONS? CRISIS: A MOMENT OF TRUTH TECH MAKES A DIFFERENCE JOURNOS NEED THE PUBLIC LEGACY IS NO LONGER ENOUGH
  66. 66. HOW IS IT TO BE CHALLENGED BY OUR OWN READERS?
  67. 67. WE’VE BROUGHT IT UPON OURSELVES!
  68. 68. 1989 UNDERGROUND OPPOSITION, COMMUNISTS AGREE ON THE FIRST FREE ELECTIONS
  69. 69. GAZETA UNDERGROUND JOURNALISTS LAUNCH IT TO PRESENT NON-COMMUNIST CANDIDATES
  70. 70. 21 YEARS SUPPORTED REFORMS, NATO, EU HELPED TO CREATE OPEN SOCIETY
  71. 71. TODAY GAZETA + MAGS + BOOKS + OUTDOOR + WEB + RADIO + MUSIC, TV PROD. + CINEMAS
  72. 72. GAZETA BESTSELLING QUALITY NEWSPAPER 38% SHARE IN DAILIES’ AD MARKET 347 thousand copies sold in newstands on average day in 2009 4.2 million readers reached in an average week (2009) Source: PBC, Agora, 2009
  73. 73. GAZETA.PL POLISH PORTAL NO. 2 / SITE NO. 4 UMBRELLA FOR 90+ NICHE BRANDS In websites’ categories 11.7 Category total Polish online market Position 4 million real users Recruitment 1 in March 2010 Real estate 1 Social networks 2 6.1 Sport News, opinions, media 2 2 million real users Education 3 on news services Lifestyle 4 Automotive 5 64.4% New technologies Business, finance, law 5 6 total reach among Culture, entertainment 8 Polish internet users Tourism 11 Source: PBI/Gemius, Feb. 2010
  74. 74. FORUMS MEETING PLACES ON 6,294 TOPICS 111,194,000+ POSTS / 1,854,000+ PHOTOS
  75. 75. BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGS BIGGEST BLOGGING PLATFORM IN PL
  76. 76. ONE OF US PAWEL’S BLOG BECAME NO. 1 OF OUR PLATFORM’S TOP 1000
  77. 77. WE MAKE MONEY TOGETHER PAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK
  78. 78. AD NETWORK FOR NICHE SITES 80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS
  79. 79. ADVICE FOR NEWSMEDIA DO CARE ABOUT YOUR LEGACY
  80. 80. BUT GO BEYOND
  81. 81. GRZEGORZ PIECHOTA HEAD OF SOCIAL CAMPAIGNS AT GAZETA WYBORCZA | VICE-PRESIDENT OF INMA EUROPE LEARN MORE: FORUM4EDITORS.COM FOLLOW ME: TWITTER.COM/FORUM4EDITORS ALLPICTURESFEATUREDINTHISPRESENTATIONARESUBJECTTOCOPYRIGHTOFGAZETAWYBORCZA ANDOTHERCREATORS,ANDWEREUSEDHEREFORINFORMATIONALPURPOSESONLY

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