Going back to school
The good folks at API have asked me to speak to a seminar of newsroom leaders in September. For that I'm honored and flattered. But that means homework and preparation. Here's the description of the session: Thriving in a Digital World: Explore the possibilities and ramifications when hyper-local content meets interactive platforms. And discover how to establish priorities in a multi-platform newsroom.
One of the requests is that I bring a list of "lessons learned." (Go into investment banking comes immediately to mind, but it's probably not why they asked me.)
I'm going to begin a list of lessons we've learned or are learning inside the newsroom. If you want to create a list here of lessons you either want us to learn or you're learning, that'd be very cool. As we go along, I'll also hone and add to this list, particularly as it pertains to open source journalism.
1. Presumably, you got to where you are because you know what you're doing. Don't make the mistake of thinking that's now enough. The world has changed. You've seen the readership trend lines. You've heard Phil Meyer's provocative calculation that the last newspaper reader will die in 2044. Status quo thinking isn't working. Start learning something new. Open your mind to all the possibilities.
2. Don't judge blogs or citizen journalism based on what you read in the trade press. Spend some time visiting sites. Leave some comments and watch what happens. Decide who and what you like. If you think blogs are all alike, just self-styled experts spouting opinion, gossip and wild conspiracies, then expand your blog reading list because, well, you're wrong.
3. It's the message, not the medium. The medium is faster, more versatile and more selective than a kid riding a bike throwing papers, but it's still just a delivery system. What you need to care about is the message -- the journalism -- you're delivering, and the way you're helping readers connect to each other. We see blogging, podcasts, audio and video as an extension of our mission. The integrity and credibility of your report -- this is key -- will not be harmed by moving aggressively into participatory journalism.
(I know this is long, but keep reading. I really want your thoughts.)
4. Let loose of the reins. Dan Gillmor is right: readers do know more about a lot of things than you. And now they have their own printing presses – blogs – to tell everyone else what they know. Don't be intimidated or passive-aggressive. Embrace it. Open the doors to interaction and listen to the people coming inside. These are your customers, after all. It's risky, yes, but be bold. You'll learn something and be able to do better journalism.
5. Don't plan yourself into paralysis. Experimentation is good. People forgive your missteps if they sense you're trying, listening and learning. A corollary: Ignore those who trash you right out of the gate without any constructive criticism.
6. If you aren't an innovator -- I'm not -- be an imitator. Lots of creative experimentation is happening; steal their ideas. Besides, as someone else said, a head start in cyberspace lasts about five minutes.
7. Lead the revolution. The quickest way to transform the organization is to become a blogger yourself. That will empower your folks -- particularly the younger ones who genetically seem to understand how online works -- to follow your lead. But make sure you have strong editors -- as I do -- who understand and support the direction the organization is going. And communicate to your folks what you're doing and why often.
8. Don't even think of entering the blogosphere unless you are committed to transparency, active listening and engaging with readers. It helps to have a thick skin, too.
9. Blogging takes time out of the day, and the editors who supervise those who blog need to understand that and support it. Need to find time? Flush those newspaper stories that run on page B7. They won't be missed.
10. There's a good chance that there are people on your staff who currently have personal blogs, who know about podcasts and video. Find them and put them to work on your site, even if it's only for a few hours a week. A corollary: Don't force anyone to play in the participatory journalism world. It won't work.
11. Think seriously about registration. While the advertising and marketing folks will insist upon it, you should also insist that it be absolutely non-intrusive. That said consider a different sort of registration for those who want to leave comments on blogs or on letters or on stories. Requiring more information, including a valid e-mail address, will discourage some of the trolls.
12. You may be frustrated by bloggers who write first and report second, if at all. I was and still am sometimes. Get over it. It's part of the culture. Besides, your journalistic standards of reporting first and writing second gives you a leg up. Use it.
13. Video and audio are key extensions of your journalism. As others can take away your business, you can take theirs. After years of television and radio beating you to your readers and showing their customers video and audio, now you can do it back to them. There's nice karma to that.
14. Citizen journalism and blogging are not online strategies alone. Use them to transform your newspaper. Visit www.readership.org to find out how.
15. Don't worry about resources. You're in the news business. You know better.
Comments (5)
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I especially like #5. Many people (and not just bloggers) feel as if corporate America has no interest in anything but our paychecks and while we know the bean-counters will forever remain that way (it's their job) to see others in management take an interest in us is enough to allow them some mistakes. Now that we have the attention of the MSM, can it be no more than a matter of time before the rest of corporate America begins to wake up to the fact that the working class is demanding empowerment? After all, isn't empowerment what blogging is really all about?
For all your newspaper buddies reading today, this is the reason Mister Robinson and the N&R have been embraced by Blogsboro.com.
Posted on July 30, 2005 7:50 PM
"8. Don't even think of entering the blogosphere unless you are committed to transparency, active listening and engaging with readers..."
Time. It takes time to do the above. Remind them that it takes time and that you should never blog when you've been drinking or are angry.
"14. Citizen journalism and blogging are not online strategies alone. Use them to transform your newspaper."
And give the blogger a linkback, a mention, a pat on the back or even some cash when you use their ideas. Don't be afraid to link off-site.
Posted on July 30, 2005 9:35 PM
Billy, call me John, please.
Sue, I should have said that these lessons would complement the "standards and practices" list I posted a week or so today. So, they'll hear the advice about linking all over the place.
Posted on July 31, 2005 5:34 PM
"standards and practices" list
(those who have not read it should do so)
Posted on August 12, 2005 10:36 PM
Excellent insights on the wherefores and whys of blogging. I'm sure, John, you've opened many minds (among old school journalists--especially and hopefully)about blogging. I think blogging is here to stay--in one form or another. Thanks again for sharing your thoughts.
Posted on June 28, 2006 4:29 PM