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Development Editor - Interview Presentation
 

Development Editor - Interview Presentation

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A version (edited to remove commerical information) of the presentation I created for my interview for the position of Development Editor at The Birmingham Post.

A version (edited to remove commerical information) of the presentation I created for my interview for the position of Development Editor at The Birmingham Post.

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    Development Editor - Interview Presentation Development Editor - Interview Presentation Presentation Transcript

        • Interview Presentation
        • for the position of
        • Development Editor
    • About Me
      • Joined The Birmingham Post in 2004 as a business reporter. Currently Media & Marketing Editor.
      • Formerly administration manager of an independent multi-media production company in Digbeth.
      • Helped with development of in-house content management system: InSite .
      • Have recently project managed the launch of The Birmingham Post blogs and continue to coordinate development.
      • Enthusiastic blogger (when time permits).
    • The Tasks
      • Asked for:
      • An outline of a week-long training programme that is designed to turn traditional print journalists into fully-equipped and knowledgeable multi-media, multi-platform journalists.
    • The Response
      • I will:
      • Outline a five-day training programme focusing on the cultural and technological change needed to create multi-platform, multi-media journalists.
    • Training Week
      • Start point: Skills inventory would be useful.
        • Basic knowledge of search engines.
        • Awareness of YouTube (but may not use it)‏
        • Limited use of social networks (perhaps only Facebook).
      • End point:
        • Using online tools to process, search and filter large amounts of information.
        • Ability to identify when a story would be better told on in a format other than linear print and can use the tools to achieve that.
        • Regular engagement with social networks/online conversations.
    • Training Week
      • Day one: Why we need to change Overview of current market conditions, decline of the newspaper industry and how digital has changed the competitive landscape.
      • Day two and three: The web as a research tool
        • How journalists can better use the Internet to research
        • stories and gather information.
      • Day four and five: How to reach new audiences
        • Introduce new tools that journalists can use to tell
        • stories in addition to print. Demonstrate how to
        • distribute a story on the Internet. Undertake an
        • exercise to plan a story from inception using digital.
    • Day 1 Why we need to change
      • Be honest! The majority of journalists receive little information on business performance or market conditions. This leads to misunderstandings about changing consumer behaviour:
        • “ Young people will grow out of the Internet and will read newspapers when they are older.”
        • “ How dare someone think they can criticise me in a public forum without contacting me privately first?”
        • “ Those people who read our stories online are stealing from us unless they buy the newspaper as well.”
    • Day 1 Why we need to change
      • We can't expect people to change unless they understand
      • why they have to:
        • Be brave enough to show the bigger picture.
        • Highlight long-term print circulation trends.
        • Be truthful about revenue pressures.
        • Start acknowledging the competition - particularly digital
        • Stress the opportunities – digital offers new ways to reach out to readers.
    • Days 2 and 3 The web as a research tool
      • Important to stress the Internet is not “the enemy”. It is a
      • under-used resource for journalists:
      • Advanced search operators in Google: e.g site: , link: , cache: . Also Google Translation (good for local ethnic minority sites), Google Alerts, etc.
      • Tracking important sites via RSS and using filters. Keep an eye on local MPs by subscribing to theyworkforyou.com. No RSS? Make one with Page2Rss.com or get emails from Watchthatpage.com.
      • Monitor social networks. What is being said in your area? Twitterlocal or keep an eye on particular topics with Summize . Blog searches with Technorati or Google.
    • Day 2 and 3 The web as a research tool
      • Journalists need to develop their “virtual beat”:
      • Places where they go each day to check for new information. RSS Reader.
      • Build relationships and contacts on blogs and social networks. Journalists have to develop links to communities online as well as offline. This means being transparent and honest.
      • NB: Tools will change – it is the mindset that will keep journalism relevant.
    • Day 4 and 5 How to reach new audiences
      • An online audience engages with us for
      • different reasons at different times. Need to cater for
      • that:
      • Getting content up quickly and efficiently if needed. Understanding of CMS and basic html commands.
      • Providing content in the way that best illustrates the story.
      • Knowledge of platforms that allow the audience to be a part of the story – comments, blogs, mailing lists, groupsm livestreaming, liveblogging, etc.
      • Innovative content distribution. Don't have to always own it on our site: Flickr, YouTube, Utterz. This can be a way to promote brand and boost revenues. (e.g. Pictures for sale)‏
    • Day 4 and 5 How to reach new audiences
      • This requires technical training:
      • Use of a video camera and video editing.
      • Audio recording and editing.
      • Uploading.
      • Use of live streaming and live blogging platforms.
      • And a special mention for...
    • ...mobile Internet
      • According to Ofcom, one-third of people in
      • Birmingham access the Internet over their mobile
      • phones.
      • Huge market, yet untapped by regional newspapers.
      • Urgent need to get journalists using mobile phones both to consume and create content.
      • If we don't understand how to use them, then we don't understand a potentially lucrative mass-market.
    • Postscript
      • If this course is only targeted at journalists then it will fail.
      • Has to be a change of mindset across editorial at all levels. Sub-editors and department heads.
      • Change is uncomfortable and if one section is reverting to old practices, likely to drag others back into the old routine.