Dark Arts for StateWatch news directors

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Plus - how to apply the dark arts in practice, by Elise.

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Dark Arts for StateWatch news directors

  1. 1. Dark secrets online overlords of the
  2. 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  3. 3. what I will dwell on: sensibility & desire
  4. 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  5. 5. lifehacker.com I. Package, repackage, repeat
  6. 6. lifehacker.com I. Package, repackage, repeat
  7. 7. lifehacker.com I. Package, repackage, repeat
  8. 8. lifehacker.com I. Package, repackage, repeat
  9. 9. lifehacker.com I. Package, repackage, repeat
  10. 10. packaging reinforces
  11. 11. packaging extends reach
  12. 12. stock and flow
  13. 13. N Umbering is narrative. Flickr photo courtesy of user svenwerk.
  14. 14. popurls.com II. Numbering is narrative.
  15. 15. popurls.com II. Numbering is narrative.
  16. 16. theatlantic.com II. Numbering is narrative.
  17. 17. lists promisecomprehensiveness
  18. 18. lists promise limits
  19. 19. lists promise hierarchy
  20. 20. lists promise authority
  21. 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  22. 22. “Imagine youre writing aheadline for a magazine (one with tight deadlines) “rather than a newspaper. source: Gawker founder/CEO Nick Denton
  23. 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  24. 24. focus on implications, not events
  25. 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  26. 26. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  27. 27. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  28. 28. COmments are content. Flickr photo courtesy of user nolifebeforecoffee.
  29. 29. ta-nehisicoates.theatlantic.com IV. Comments are content.
  30. 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  31. 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  32. 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  33. 33. content gets assigned
  34. 34. content gets curated
  35. 35. content gets edited
  36. 36. content gets promoted
  37. 37. L et the telling fit the story. Photo courtesy of the U.S. Army.
  38. 38. nytimes.com | theatlantic.com V. Let the telling fit the story.
  39. 39. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  40. 40. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  41. 41. slate.com VI. Explain, explain, explain.
  42. 42. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  43. 43. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  44. 44. I Llustrate everything. Flickr photo courtesy of user movimente.
  45. 45. huffingtonpost.com VII. Illustrate everything.
  46. 46. A transportation blog?! Really?
  47. 47. *actual transportation blog headlines VIII. Illustrate everything.
  48. 48. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VII. Illustrate everything.
  49. 49. images courtesy of roadguy VII. Illustrate everything.
  50. 50. Compete through co-optation. Photo courtesy of the U.S. military.
  51. 51. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  52. 52. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  53. 53. npr.org VIII. Compete through co-optation.
  54. 54. Streams, not stories. Flickr photo courtesy of user Mr. T in DC.
  55. 55. city room and l.a.now IX. Streams, not stories.
  56. 56. gothamist network IX. Streams, not stories.
  57. 57. feed > post
  58. 58. subscriber > visitor
  59. 59. city room vs. gothamist IX. Streams, not stories.
  60. 60. M inimal is magical. Flickr photo courtesy of user Stuck In Customs.
  61. 61. [Noun] [verb]:[Blockquote]
  62. 62. A reader writes:[Blockquote]
  63. 63. marginalrevolution.com X. Sully ledes.
  64. 64. marginalrevolution.com X. Sully ledes.
  65. 65. slate.com X. Sully ledes.
  66. 66. nytimes.com X. Sully ledes.
  67. 67. it’s quick
  68. 68. it demands listening
  69. 69. it evokes a conversation
  70. 70. it triggers awareness
  71. 71. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven
  72. 72. Let’s apply this, friends.
  73. 73. proposed themeTEXAS: The ongoing conflictbetween the state government andthe EPA regarding air quality rules.
  74. 74. •  Buildup posts, key interviews, etc.•  The banner narrative•  The illustration•  Promotion strategy•  Follow up
  75. 75. How does story this break down? Flickr photo courtesy of user scmgee.
  76. 76. ideas?
  77. 77. maybe something like•  Who’s in charge of what? Table?•  Six Key Lieutenants in the Battle Againstthe EPA•  Other ideas? (This is where you participateso Elise doesn’t feel like a fool.)
  78. 78. expectations of the digital reporter •  Enterprise everyday •  Curate community •  One banner piece a week •  Follow-up
  79. 79. the digital reporter’s day typical internet traffic Analysis/ standoutReading, post Enterprise work/curating finish or have sketched out tomorrow’s lede7am 9am 12pm 3pm
  80. 80. what you can expect from us•  Weekly story planning calls for those who need it•  Check-in anytime to shape data projects•  “Challenges” to improve skill sets•  Facilitating monthly “clean-up day” for explainer topic pages•  Support site so reporters can help each other
  81. 81. thank you xie xie

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