Development Editor - Interview Presentation


Published on

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.

Published in: Business, News & Politics
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Development Editor - Interview Presentation

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