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New Journalists For The New Media

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The document discusses how the role of journalists has evolved with new media. Traditionally, journalists physically went to sources to gather and transmit information, but now they can virtually access sources through email, websites, and social media. Contemporary journalists gather facts from many online sources and outlets like news agencies, TV, radio, blogs, and mobile phones. While they have more information available, journalists are now more dependent on sources and farther removed from realities on the ground. The document also provides guidance for PR professionals on effectively engaging with modern journalists through new media channels.

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New journalists for the new media How to honorably take their minds over
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
This... The Journalist, Thomas Rowlandson, 1786 New journalists 3
...became THIS Reuters Mobile Journalism Toolkit, 2008 New journalists 4
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. (鍖ngerwork, eyework, earwork) Information comes to him New journalists 5
Contemporary journalist News agencies Rolling news televisions Radio + News sites Blogs E-mail Mobile/鍖xed phone (SMS, talk) New journalists 6
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
New PR approaches:DO's Go for journalists' sources to in鍖uence journalists: blogs are easy to reach and unexpensive. Press agency journalists are valuable Look for attention, rather than for total control it's very dif鍖cult simply to be published Be very responsive to journalists' requests, no matter how exotic or hard to ful鍖ll 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 鍖irt: 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 鍖rst, and then use the attention you've got. New journalists 8
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 鍖nding 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 鍖ber, but consequences are dire once the lie is discovered. And it shall be. New journalists 9
Thank you www.comanescu.ro of鍖ce@comanescu.ro New journalists 10

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New Journalists For The New Media

  • 1. New journalists for the new media How to honorably take their minds over
  • 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. This... The Journalist, Thomas Rowlandson, 1786 New journalists 3
  • 4. ...became THIS Reuters Mobile Journalism Toolkit, 2008 New journalists 4
  • 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. (鍖ngerwork, eyework, earwork) Information comes to him New journalists 5
  • 6. Contemporary journalist News agencies Rolling news televisions Radio + News sites Blogs E-mail Mobile/鍖xed phone (SMS, talk) New journalists 6
  • 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. New PR approaches:DO's Go for journalists' sources to in鍖uence journalists: blogs are easy to reach and unexpensive. Press agency journalists are valuable Look for attention, rather than for total control it's very dif鍖cult simply to be published Be very responsive to journalists' requests, no matter how exotic or hard to ful鍖ll 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 鍖irt: 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 鍖rst, and then use the attention you've got. New journalists 8
  • 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 鍖nding 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 鍖ber, but consequences are dire once the lie is discovered. And it shall be. New journalists 9
  • 10. Thank you www.comanescu.ro of鍖ce@comanescu.ro New journalists 10