Developing a Newsroom Culture of Innovation


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These are slides I am using for a presentation to Swift Communications editors today, discussing newsroom innovation.

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Developing a Newsroom Culture of Innovation

  1. 1. Developing a Newsroom Culture of Innovation<br />Steve Buttry, Gazette Communications<br />Swift Communications<br />June 23, 2009<br /><br />@stevebuttry on Twitter<br />
  2. 2. Additional reading later<br />I’ll email links to:<br />These slides at<br />Tips on multimedia storytelling, Twitter, liveblogging<br />
  3. 3. What are obstacles <br />to innovation in your organization<br />(Swift and/or locally)?<br />
  4. 4. Think (and make a few notes)<br />about a time when your team<br />excelled in the face<br />of huge obstacles.<br />
  5. 5. Using digital tools is a start<br />Interactive databases<br />Interactive maps<br />Breaking news text alerts<br />Liveblogging<br />Video, including webcams<br />Slideshows, photo galleries<br />Flash multimedia projects<br />Crowdsourcing, user contributions<br />Social networks (Flickr, Twitter, Facebook …)<br />
  6. 6. That isn’t enough<br />
  7. 7. We need to transform:<br />Structure<br />Culture<br />Mindset<br />Business model<br />Relationships (community, businesses, competitors, vendors)<br />
  8. 8. Complete Community Connection<br />Idea born at API as part of Newspaper Next<br />Not included in Newspaper Next 2.0<br />Needed to find a place ready to make the leap<br />
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  11. 11. C3’s revenue approach<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, sports paraphernalia)<br />Lead generation<br />Targeted ads<br />Sponsorships, events<br />Local search<br />
  12. 12. Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
  13. 13. Driving<br />How often do you buy a car?<br />How often to you drive, gas up, service car, talk about cars, driving?<br />Databases, conversations, services focused on drivers’ everyday needs<br />Connect auto services with drivers (emergency repair services)<br />
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  15. 15. Personal content<br />Births<br />Youth milestones<br />School<br />Graduation<br />College life<br />Military service<br />Weddings<br />Parenthood<br />Divorce<br />Jobs, pets, holidays, food, interests, health<br />Illness<br />Empty nesters<br />Retirement<br />Reunions<br />Obituaries<br />
  16. 16. Personal Content: Graduation<br />Many newspapers gather mugs, names anyway for graduation section<br />Launch page for each graduate<br />Senior, family fill in stories, photos, videos<br />Fill in school, target ads appear<br />Fill in career, sign up for email, text alerts<br />Gift registry<br />
  17. 17. Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, events<br />Games<br />
  18. 18. Business services<br />Direct sales<br />Local search<br />Communication & marketing services<br />
  19. 19. Enriched news content<br />What’s happening now<br />Community engagement in news, enterprise, sports coverage<br />Storytelling (narrative, multimedia)<br />Aggregation, curation<br />
  20. 20. Why separate content from product?<br />Packaged products come and go<br />Demand for content is as strong as ever<br />
  21. 21. Content Room<br />Combines print, online, broadcast content producers in one organization<br />One breaking news team<br />One visual team<br />One watchdog team<br />One sports team<br />One weather team<br />
  22. 22. Community relationship<br />Recruit contributors from community <br />Independent and affiliated contributors<br />Help staff engage better with community<br />
  23. 23. Product Planning & Development<br />Product planners, editors, producers, anchors produce packaged products (newspaper, broadcasts, web sites), using our content & other sources<br />Three primary verticals of products: print, broadcast, online<br />
  24. 24. Production Services<br />Ad design & production<br />Imaging<br />Copy editing<br />News page design & pagination<br />
  25. 25. Production Services<br />Services don’t have to be done locally<br />Regional outsourcing to Gazette Communications may bring efficiency and still retain local knowledge<br />
  26. 26. Ethics<br />Independence, integrity and credibility remain crucial to success<br />Journalism ethics haven’t changed, but we have to pay attention to audience, revenue performance<br />API ethics seminar: Upholding & Updating Ethical Standards<br />
  27. 27. Innovation in a small staff<br />Engage the community (not free labor, but multiplying your labor)<br />Yes, you lack resources, but you’re more nimble<br />Use resources across the company<br />Write for web, edit for print<br />Consider innovation “vacations”<br />
  28. 28. About those war stories …<br />How did your organization overcome obstacles?<br />
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  41. 41. In innovation as in news …<br />Don’t let obstacles become excuses<br />
  42. 42. A short break<br />
  43. 43. Making innovation happen<br />Take your approach from Nike:<br />Just do it<br />
  44. 44. Three examples<br />Multimedia<br />Liveblogging<br />Twitter<br />
  45. 45. Why spend time with Twitter?<br />It improves your journalism<br />It connects you with the community<br />It changes your newsroom culture<br />You can use it quickly<br />It shows that you are learning and changing, too<br />
  46. 46. How Twitter helps journalists<br />Quickly locate eyewitnesses & participants in breaking news<br />Connect with sources, journalists<br />Monitor community discussion<br />Promote content<br />Write tight (no lead longer than a tweet)<br />
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  48. 48. Twitter’s value in breaking newsnot happening in Iran, Mumbai <br />DC Metro crash yesterday<br />@jkrums on Hudson emergency landing<br />@2drinksbehind on Denver plane crash<br />Fargo flooding<br />@MissRFTC on California earthquake<br />
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  58. 58. Additional reading later<br />I’ll email links to you:<br />These slides at<br />Tips on multimedia storytelling, Twitter, liveblogging<br />
  59. 59. Follow developments<br /><br /><br />@stevebuttry on Twitter<br />
  60. 60. Do we want to be the monks or Gutenberg?<br />