Recommendation of a Strategy

Interview Presentation

for the position ofDevelopment Editor

About Me

Joined The Birmingham Post in 2004 as a business reporter. Currently Media & Marketing Editor.

Formerly administration manager of an independent multi-media production company in Digbeth.

Helped with development of in-house content management system: InSite.

Have recently project managed the launch of The Birmingham Post blogs and continue to coordinate development.

Enthusiastic blogger (when time permits).

The Tasks

Asked for:

An outline of a week-long training programme that is designed to turn traditional print journalists into fully-equipped and knowledgeable multi-media, multi-platform journalists.

The Response

I will:

Outline a five-day training programme focusing on the cultural and technological change needed to create multi-platform, multi-media journalists.

Training Week

Start point:
Skills inventory would be useful.Basic knowledge of search engines.Awareness of YouTube (but may not use it)Limited use of social networks (perhaps only Facebook).

End point:Using online tools to process, search and filter large amounts of information.Ability to identify when a story would be better told on in a format other than linear print and can use the tools to achieve that.Regular engagement with social networks/online conversations.

Training Week

Day one: Why we need to change
Overview of current market conditions, decline of the newspaper industry and how digital has changed the competitive landscape.

Day two and three: The web as a research toolHow journalists can better use the Internet to research stories and gather information.

Day four and five: How to reach new audiencesIntroduce new tools that journalists can use to tellstories in addition to print. Demonstrate how todistribute a story on the Internet. Undertake an exercise to plan a story from inception using digital.

Day 1
Why we need to change

Be honest!
The majority of journalists receive little information on business
performance or market conditions.

This leads to misunderstandings about changing consumer
behaviour:

Young people will grow out of the Internet and will read newspapers when they are older.

How dare someone think they can criticise me in a public forum without contacting me privately first?

Those people who read our stories online are stealing from us unless they buy the newspaper as well.

Day 1
Why we need to changeWe can't expect people to change unless they understandwhy they have to:

Be brave enough to show the bigger picture.

Highlight long-term print circulation trends.

Be truthful about revenue pressures.

Start acknowledging the competition - particularly digital

Stress the opportunities digital offers new ways to reach out to readers.

Days 2 and 3
The web as a research toolImportant to stress the Internet is not the enemy. It is a under-used resource for journalists:

Advanced search operators in Google:
e.g site:, link:, cache:. Also Google Translation (good for local ethnic minority sites), Google Alerts, etc.

Tracking important sites via RSS and using filters.
Keep an eye on local MPs by subscribing to theyworkforyou.com.
No RSS? Make one with Page2Rss.com or get emails from Watchthatpage.com.

Monitor social networks. What is being said in your area? Twitterlocal or keep an eye on particular topics with Summize. Blog searches with Technorati or Google.

Day 2 and 3
The web as a research toolJournalists need to develop their virtual beat:

Places where they go each day to check for new information. RSS Reader.

Build relationships and contacts on blogs and social networks. Journalists have to develop links to communities online as well as offline. This means being transparent and honest.

NB:Tools will change it is the mindset that will keep journalism relevant.

Day 4 and 5
How to reach new audiences

An online audience engages with us fordifferent reasons at different times. Need to cater forthat:

Getting content up quickly and efficiently if needed. Understanding of CMS and basic html commands.Providing content in the way that best illustrates the story.Knowledge of platforms that allow the audience to be a part of the story comments, blogs, mailing lists, groupsm livestreaming, liveblogging, etc.Innovative content distribution. Don't have to always own it on our site: Flickr, YouTube, Utterz. This can be a way to promote brand and boost revenues. (e.g. Pictures for sale)

Day 4 and 5
How to reach new audiences

This requires technical training:

Use of a video camera and video editing.Audio recording and editing.Uploading.Use of live streaming and live blogging platforms.

And a special mention for...

...mobile InternetAccording to Ofcom, one-third of people in Birmingham access the Internet over their mobilephones.

Huge market, yet untapped by regional newspapers.

Urgent need to get journalists using mobile phones both to consume and create content.

If we don't understand how to use them, then we don't understand a potentially lucrative mass-market.

Postscript

If this course is only targeted at journalists then it will fail.

Has to be a change of mindset across editorial at all levels. Sub-editors and department heads.

Change is uncomfortable and if one section is
reverting to old practices, likely to drag others back into the old routine.