Accidental journalism: lessons for newsmedia

ACCIDENTAL JOURNALISM TWO STORIES, DIFFERENT LESSONS FOR NEWSMEDIA PRESENTATION BY GRZEGORZ PIECHOTA GAZETA WYBORCZA, POLAND WAN-IFRA NEWSROOM SUMMIT LONDON 9/9/2010

10/4/2010 TEXT MESSAGE IN THE MORNING: “TURN ON A TV SET. NOW!”

POLISH PRESIDENT IS DEAD GOV’T PLANE CRASHES IN RUSSIA / NO SURVIVORS

DAMNED PLACE FOREST IN KATYN NEAR SMOLENSK

1940 POLISH OFFICERS MURDERED BY SOVIETS ALL SHOT IN THEIR HEADS, NECKS

22,000 KILLED GERMAN ARMY DISCOVERED GRAVES HERE IN 1943

LIES STALIN BLAMED GERMANS FOR KILLINGS TABOO TOPIC IN POLAND UNTIL 1989

70 YEARS LATER: 96 DEAD TOP POLITICIANS, ARMY OFFICERS, KATYN FAMILIES ALL COMING HERE TO COMMEMORATE ANOTHER TRAGEDY

BACK TO GAZETA NEWSROOM IS ALREADY FULL

ONLINE LIVE COVERAGE / NEWSWIRES, OWN STAFF, GAZETA, OTHER MEDIA

REDESIGN SWITCH TO B&W IN 3 HOURS MAJOR RE-DESIGN IN 8 HOURS

EXTRA SATURDAY AFTERNOON EXTRA EDITION READY IN 5 HOURS AFTER THE CRASH

EXTRA SUNDAY MORNING EXTRA EDITION READY IN 15 HOURS AFTER THE CRASH

EXTRA MONDAY’S BOOK OF THE DEAD / ALL 96 VICTIMS FEATURED IN 30 HOURS

MAGS WEEKLY SUPPLEMENTS RECALLED, RE-EDITED FROM SCRATCH IN 36 HOURS

ADS NO ADVERTISING IN ANY MEDIA OUTLETS EXCEPT OBITUARIES IN PRINTED PAPERS

TV NETWORKS SHIFT TO 24/7 LIVE COVERAGE FILLED WITH OFFICIAL EVENTS, STUDIO DEBATES

TEARS THE MOST EMOTIONAL NEWS COVERAGE SINCE DEATH OF POPE JOHN PAUL II

VOX POPULI RUMOURS, RESENTMENTS SNEAK INTO UN-EDITED STREET POLLS

UGC USER GENERATED KITSCH / NO ADDED VALUE TO LEGACY MEDIA FOR DAYS

UGC AMATEUR VIDEOS USED TO SPREAD HOAXES, CONSPIRACY THEORIES

SOCIAL NET CRASH-RELATED PROFILE GETS MORE FANS THAN OUR GAZETA

JOURNALISM NEWSPAPERS LEAD IN INVESTIGATIONS, SCOOPS

LEGACY MEDIA IN FACT SET AGENDA FOR THE PUBLIC, AGAIN

THE PUBLIC SOCIAL NET HELPS ACTIVISTS TO COORDINATE ACTIONS...

RESPONSE ... AND THESE ACTIONS HAVE AN IMPACT ON NATIONAL AGENDA

CHRONICLE OF GRIEF IMAGES I’LL REMEMBER

IMAGES EXHIBITED ON STREETS PUBLISHED AS A BOOK

THE MOST WISHED PICTURE? RUSSIAN PRESIDENT COMING DESPITE THE ASH CLOUD

INITIATIVE CALL FOR RECONCILIATION: LIGHT CANDLES ON WW II ANNIVERSARY

INSPIRATION FOUND ONLINE, PICKED-UP BY GAZETA, INTELLECTUALS

CANDLES OLD CEMETERIES OF RUSSIAN SOLDIERS BURIED IN POLAND

THE AFTERMATH

EARLY PRESIDENTIAL ELECTION IN THE SHADOW OF COFFINS TWO OUT OF FOUR MOST POPULAR CANDIDATES DIED

IN THE NAME OF THE BROTHER PRESIDENT’S TWIN BROTHER ALMOST WINS, GETS 47%

FRONT-RUNNER’S SOUR VICTORY NEW PRESIDENT GETS HAUNTED BY THE GHOSTS

DEFENDERS OF THE CROSS NEW PRESIDENT’S FIRST CHALLENGE: DIVIDED SOCIETY

AND WHY DID THEY CRASH? WHY DID THEY TRY TO LAND? RECKLESS PILOTS? PRESSURE OF THE BOSSES? ERROR OF CONTROLLERS?

LESSONS FOR NEWS MEDIA? CRISIS: A MOMENT OF TRUTH PAPERS MAKE A DIFFERENCE PUBLIC NEEDS JOURNALISM LEGACY CAN BE AN ASSET

BETWEEN THE CRASH AND ELECTIONS

THE BIG FLOOD 15 OUT OF 16 REGIONS AFFECTED / 25 DEAD

WAVE COMES TO WROCLAW PEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY

REPORT FROM A STRONGHOLD KOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM

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

REPORT FROM A STRONGHOLD AMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE

WROCLAW UNDER WATER

WHERE ARE THE MEDIA?

MEDIA MOGUL OF THE FLOOD 29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER

BLOG VS. NEWSPAPERS 24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS

PAWEL’S BLOG IN 5 DAYS 157,000 UNIQUE USERS 499,000 VISITS 2,489,000 PAGE VIEWS 50% TRAFFIC VIA SEARCH

PAWEL’S BLOG IN 5 DAYS 300 CONTRIBUTORS 3,000 NEWS ITEMS RECEIVED 4 GB MULTIMEDIA UPLOADED 8,500 COMMENTS POSTED

HOW THE HELL DID HE MAKE IT?

BIG HUNGER FOR LOCAL NEWS POOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN

DISTRUST TOWARDS GOV’T MAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”

TV FOCUSED ON HOT SPOTS TV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER “THEY ALWAYS SHOW OTHER STREET THAN MINE”

COULDN’T THE RIVER WAIT? WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS

LOCAL INTERNET SHINES MORE COMPREHENSIVE THAN BROADCASTING, BUT...

EVERYBODY’S A REPORTER NOW DIGITAL CAMERAS / MOBILE PHONES / 3G INTERNET

PEOPLE WANT TO SHARE LEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS

COMMUNITY ALREADY EXISTED BLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES 2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT

PROMOTED BY LEGACY MEDIA COOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES

COMMITMENT IS CRUCIAL SIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW

POST-FLOOD GRILLING OPINION BY LEGACY MEDIA STILL COUNTS MORE

BOLD OPINION DEBUNKING MYTHS ABOUT 2010 FLOOD IN WROCLAW

SO WHAT ARE THE LESSONS? CRISIS: A MOMENT OF TRUTH TECH MAKES A DIFFERENCE JOURNOS NEED THE PUBLIC LEGACY IS NO LONGER ENOUGH

HOW IS IT TO BE CHALLENGED BY OUR OWN READERS?

WE’VE BROUGHT IT UPON OURSELVES!

1989 UNDERGROUND OPPOSITION, COMMUNISTS AGREE ON THE FIRST FREE ELECTIONS

GAZETA UNDERGROUND JOURNALISTS LAUNCH IT TO PRESENT NON-COMMUNIST CANDIDATES

21 YEARS SUPPORTED REFORMS, NATO, EU HELPED TO CREATE OPEN SOCIETY

TODAY GAZETA + MAGS + BOOKS + OUTDOOR + WEB + RADIO + MUSIC, TV PROD. + CINEMAS

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

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

FORUMS MEETING PLACES ON 6,294 TOPICS 111,194,000+ POSTS / 1,854,000+ PHOTOS

BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGS BIGGEST BLOGGING PLATFORM IN PL

ONE OF US PAWEL’S BLOG BECAME NO. 1 OF OUR PLATFORM’S TOP 1000

WE MAKE MONEY TOGETHER PAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK

AD NETWORK FOR NICHE SITES 80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS

ADVICE FOR NEWSMEDIA DO CARE ABOUT YOUR LEGACY

BUT GO BEYOND

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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Accidental journalism: lessons for newsmedia

by Grzegorz Piechota on Sep 17, 2010

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Accidental journalism: lessons for newsmedia — Presentation Transcript