This document summarizes a presentation on the social journalist in the new media landscape. It discusses how the role of communicators has changed from teachers to those in the playground who engage in conversations. It also discusses how the media landscape is changing, the importance of content, and how companies can develop content strategies. Key aspects include generating content for customer audiences rather than executives and remembering that content should be personal.

1. The SOCIAL JOURNALIST Presentation at Nordic Media Days 2011 by @charlotteulvros, @jonobean, @cjacobsson MODERNI DIGITAALINEN PR JA VIESTINTÄ UUDESSA MEDIAYMPÄRISTÖSSÄ

2. The Brain of a Communicator around 2009

3. The SOCIAL JOURNALIST Presentation at Nordic Media Days 2011 by @charlotteulvros, @jonobean, @cjacobsson UUSI MEDIAYMPÄRISTÖ

4. http://www.youtube.com/watch?v=Jc8TQppzORE&feature=youtu.be&hd=1

5. The OLD WORLD – THE COMMUNICATOR AS the Teacher

6. THE NEW WORLD – all in the playground - Who’s in Your Gang

7. The conceptof Social news

8. Don’t be alarmedBUT THE MEDIA LANDSCAPE IS CHANGING

9. The SOCIAL JOURNALIST Presentation at Nordic Media Days 2011 by @charlotteulvros, @jonobean, @cjacobsson Sisällön merkitys uudessa mediaympäristössä

10. What does content do It drives decision making

11. Where is THE OPPORTUNITY Where Content is working

12. So what is digital and online pr?

13. Owned , Paid and Earned

14. Spend Levels - Creation & Distribution

15. How are companies using Content marketing

16. The Platforms & The Challenges

18. Who is generating my content?

19. Am I using multiple formats?

20. Am I making my contentaccessible?

21. Am I making my content easy to view?

22. Am I making my content easy to use and share??

23. The SOCIAL JOURNALIST Presentation at Nordic Media Days 2011 by @charlotteulvros, @jonobean, @cjacobsson ”Kuka haluaa olla mustetulostimen kasetin kaveri?”

24. MOVING FROM BRAND TO SOCIAL CONTENT

25. 95% of journalists use search when looking for story ideas.

26. Sisällön merkitys toimittajille, muille sidosryhmille ja loppuasiakkaille?

27. COMMUNICATION IS AND always has been a two way process x Today’s modern communicator needs to let go of news management and control… …and start thinking and engaging in news and reputation conversation

28. SO WHAT HAS CHANGED? Opportunity… Speed… Reach… ContentPlatforms… What has notchanged? The fundementals of good public relations …A good story is still a good story …Good writing is still goodwriting …A headline (or 140 character elevator pitch) is still whatcatchesattention …Good relationshipbuilding is still whatsecurescoverage

30. Start creating, writing and publishing content for your customeraudience

31. Remember - content is personal 