new media landscape executive summer school lecture
TRANSCRIPT
Networked journalism
• Combination of citizen and professional• Public participation throughout• Interactive• Connected• Service not manufacturing• Process not product
Old
• Barriers• Top down• Push• Expensive• Profitable• Closed• Scarce• Linear
New
• Easy access• Bottom up• Demand led• Marginal cheap• Loss making• Open• Abundant• Multi-channel
• Have a management strategy: eg produce when your audience consumes
• Know your audience – behaviour as well as type• Show the value of curation in a complex world• Build engagement through relevance• Content is still King – always add value• Networking finds (free) content – but also share• Traditional values in a modern setting: critical,
independent, trust-worthy, experts in an uncertain world
• Invest in communications & analytics as well as design
• Identify, segment, specify – listen and learn
• Align your organisation and your message before making the call to action