Attitude & Organisation Changes needed in structuring in structuring Journalism
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Attitude & Organisation
Changes needed
in structuringin structuring
Journalism
Part 1:
New Attitudes in
Journalism
We all know…
• Journalism's first obligation is to the truth.• Its first loyalty is to the citizens.• Its essence is discipline of verification.• Its practitioners must maintain an independence from those they cover.
• It must serve as an independent monitor of power.• It must provide a forum for public criticism and • It must provide a forum for public criticism and compromise.
• It must strive to make the news significant, interesting, and relevant.
• It must keep the news comprehensive and proportional.
• Its practitioners must be allowed to exercise their personal conscience.
…but is it still enough?
20 Golden Rules
Golden rules, built upon:
• Research• Experience• Experience• Success and failure elsewhere• Some ambition• And a lot of gut feeling
1. Think Niche
2. Get Personal
© Rikkert Walbeek
3. Be Social, Act Social
© Bullmarketing
4. Publish Real-Time
5. Mistakes are no #Fail
6. Be Easy-to-Use
7. Be Transparant
8. Be Serendipitous – Not?
9. Outside knowledge &
10. & your own skills
11. Avoid Acting “Special”
12: Be Involved
13. Collaborate, don’t Invent
14. Cherish & Curate
15. Mutualize
Meg Pickard, The Guardian
16. Accept lurking
17. Act Entrepreneurial
18. Pile up Small Change
19. Automate
20. Break down the Castle
Part 2:
Organising Journalism
Roles in Media-
organisationsorganisations
How it was.
How it might be
How it was
One takes…
and…
One builds…
And one adds
a refereea referee
Result:Result:
Journalist Sales
Traditional roles in media
Uitgever
Journalist Sales
UitgeverPublisher
Traditional roles in media
One adds…
A new role
in mediain media
Enable conversations
Activate knowledge
Connect (to) groupsConnect (to) groups
Facilitate contact
Manage the community
In short:
communitymanager
A new role in media
Communitymanager
Journalist Sales
Old
Journalist Sales
+ new
Journalist Sales
Old + New
Journalist Sales
Old + New
Publisher
Communitymanager
Journalist Sales
Oud + Nieuw
Publisher
Communitymanager
Journalist
Entrepreneurial
Journalist
Sales
Publisher
Communitymanager
Journalist Sales
Publisher
Entrepreneurial
Journalist
Niche journalist
Communitymanager
Journalist Sales
Publisher
Entrepreneurial
Journalist
Marketeer,
SEO-manager
Communitymanager
Niche journalist
No organisation
without innovation
R&D, Innovation
• The triangle Journalist / Sales / Communitymanager is a substantial addition
to the existing two-legged model
• But to safeguard further steps in the future, • But to safeguard further steps in the future, attention is needed for permanent innovation.
• The triangle can be the bottom of a 3D-model with 4 corners.
• Journalism – Sales – Community – Innovation
1
4
1
32
1.1.
The bottom
of the model
JournalistJournalist
JournalistJournalist
Sales
JournalistJournalist
Sales
Communitymanager
JournalistJournalist
Sales
Communitymanager
Niche-
journalist
JournalistJournalist
Sales
Communitymanager
Marketeer,
SEO-manager
Niche-
journalist
JournalistJournalist
Sales
Communitymanager
Marketeer,
SEO-manager
Entrepreneurial
JournalistNiche-
journalist
2.
Connect theConnect the
bottom-triangle
with innovation
Journalist
R&D, innovation
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Niche-
journalist
Entrepreneurial
Journalist
Journalist
New business-
models
R&D, innovation
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Niche-
journalist
Entrepreneurial
Journalist
Journalist
R&D, innovation
New business-
models
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Yield
Manager?
Niche-
journalist
Entrepreneurial
Journalist
Journalist
Demand
Media?
R&D, innovation
New business-
models
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Yield
Manager?
Niche-
journalist
Entrepreneurial
Journalist
In short:
4 leading roles
Journalist
Demand
Media?
R&D, innovation
New business-
models
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Yield
Manager?
Niche-
journalist
Entrepreneurial
Journalist
And 6 fields
Journalist
Demand
Media?
R&D, innovation
New business-
models
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Yield
Manager?
Niche-
journalist
Entrepreneurial
Journalist
Journalist
Demand
Media?
R&D, innovation
New business-
models
Journalist
Sales
Communitymanager
Marketeer,
SEO-manager
Yield
Manager?
Niche-
journalist
Entrepreneurial
Journalist
A Last Request
&
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