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New Journalists For The New Media


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New Journalists For The New Media

  1. 1. New journalists for the new media How to honorably take their minds over
  2. 2. What is a journalist?  „The conductor of a public journal, or one whose business it to write for a public journal; an editorial or other professional writer for a periodical” (Webster Unadbridged, 1913)  „A person who practises journalism, the gathering and dissemination of information about current events, trends, issues and people” (Wikipedia, 2008). New journalists 2
  3. 3. This... • „The Journalist”, Thomas Rowlandson, 1786 New journalists 3
  4. 4. ...became THIS • Reuters Mobile Journalism Toolkit, 2008 New journalists 4
  5. 5. Then & now • Write • Gather • Think • Copy • Speculate • Establish facts • Transmit • Receive • Phisically go to source • Virtually go to source or, (legwork) rather, • Goes to information • The source gets close via e-mail, press release, CCTV etc. (fingerwork, eyework, earwork) • Information comes to him New journalists 5
  6. 6. Contemporary journalist News agencies ● ● Rolling news televisions ● Radio + News sites ● ● Blogs ● E-mail ● Mobile/fixed phone (SMS, talk) New journalists 6
  7. 7. Evolution ● The emphasis stands now on factual, and the amount of facts the journalist is to choose from is overwhelming ● The knowledge is acquired via proxy – be it the internet, radio or something else ● The journalist is color-blind - reality or realities described via words and images are faint, far-away ● Distance can be overcome but can't be erased via the „information superhighways”. ● The journalist is more dependent on his sources than his predecessors. New journalists 7
  8. 8. New PR approaches: DO's ● Go for journalists' sources to influence journalists: blogs are easy to reach and unexpensive. Press agency journalists are valuable ● Look for attention, rather than for total control – it's very difficult simply to be published ● Be very responsive to journalists' requests, no matter how exotic or hard to fulfill they might be. You can always build something on responsivity ● Be concise. Serve the plain news - if you have none, your efforts are useless ● Intellectual flirt: disclose a small piece of info to arise journalists' curiosity ● Go multimedia – send the full pack (pictures & audio & movies) ● Look for redundancy without repetition – send your message via various channels in various forms ● Break your topic into pieces and negociate them as exclusive separately with various journalists ● Take over a broader area of a journalist's interest with neutral, newsworthy messages and then use the channel created to disseminate your own message, assuming again it's a powerful one. Become a valuable source on various topics first, and then use the attention you've got. New journalists 8
  9. 9. New PR approaches: DONT'S ● Don't insist – journalists' patience is decreasing ● Don't try to bury the problem by delaying the answer. Journalists armed with mobile phones and internet are very effective in finding their info elsewhere ● Avoid „marketese”, messages stuffed with weasel words are hard to digest, at least for journalists, no matter what copywriters might think ● Never try to impose an unique form for your message. Repetition is advertising, PR is diversity ● Don't lie. You might easily fool a journalist connected to you only via optic fiber, but consequences are dire once the lie is discovered. And it shall be. New journalists 9
  10. 10. Thank you ● ● New journalists 10