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Accidental journalism: lessons for newsmedia
 

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 ...

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 Accidental journalism: lessons for newsmedia Presentation Transcript

    • 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