Real-Time Ethics: Balancing Journalism and Social Media in the Digital Age

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With the news cycle ever accelerating, how can PR practitioners track public sentiment on social media and, if need be, correct erroneous information? Join us for a discussion about real-time ethics and accuracy in social media, with examples ranging from breaking Supreme Court decisions to celebrities' Twitter tussles with airlines.

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Real-Time Ethics: Balancing Journalism and Social Media in the Digital Age

  1. 1. Real-Time Ethics:Balancing Journalismand Social Media in theDigital Age Jake Batsell, Assistant Professor SMU Division of Journalism @jbatsell
  2. 2. June 28, 2012
  3. 3. Credit: @garyhe
  4. 4. In 2012,News = Galaga
  5. 5. The 2012 News Landscape• The threshold for news is lower.*• Stories unravel in real time.*• “Google juice” makes micro news have amacro afterlife.*• Journalists increasingly rely on socialmedia for source material.• Gatekeepers are losing control. * “Rules of the Road: Navigating the New Ethics of Local Journalism” www.J-Lab.org/ethics
  6. 6. What does this mean forPR?need to stay informed and monitor• Youyour message ON ALL CHANNELS.• If misinformation circulates, you needto correct it quickly.• If unfavorable – but true – informationcirculates, you need to act quickly.• People distrust spin more than ever.• When ethical dilemmas arise,transparency and authenticity win theday.
  7. 7. In 2012, ‘Never has it been so easy to expose an error, check a fact, crowdsource and bring technology to bear in service of verification.’Craig Silverman, “A New Age for Truth,” Nieman Reports Summer 2012 www.nieman.harvard.edu/reports
  8. 8. In 2012, a PR crisiscan erupt instantly (& outside the filter of mainstream media)
  9. 9. In 2012,fake spin is sniffedout in a heartbeat –and can damage a brand.
  10. 10. Credit: Time In 2012,insensitive tweets are amplified exponentially.
  11. 11. “In an era where we have nearly unlimited amounts of information at our fingertips, one of the key issues is how toseparate the good from the bad,the reliable from the unreliable, the trustworthy from the untrustworthy, the useful from the irrelevant.” Dan Gillmor, Mediactive(2010) www.mediactive.com
  12. 12. Thanks! jbatsell@smu.ed u @jbatsell Slideshttp://j.mp/batsellprsa

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