1. Christina Drain
Pensacola State College

2. Whether you end up working for a newspaper,
magazine, TV station or Internet start-up,
you will have the opportunity
– make that responsibility –
to do things
Differently

3. “Differently” means retooling newspapers,
converting them from news factories into
communication hubs
that connect to their communities
through multiple channels,
digital and print.

4. “Differently” means audiences that have
thousands of news
choices
every day
and can control how and when

5. “Differently” means journalists
who can collect the news once
and distribute it
in many different ways and media.

6. “Differently” means editors who can make plans,
set goals, communicate and lead.
And “differently” means training everyone
to be able to take on
a new role.
Everyone, starting at the top.
Michele McLellan and Tim Porter, News, Improved

7. “You have too many people that are old,
or my age, that are moaning . . .
and they are really missing the tidal wave.
My students are riding
the crest of that tidal wave.
As a matter of fact,
they don’t even know it’s a tidal wave
. . .
that they are in a digital tsunami.
They are just having fun in the water,
and guys my age are on the beach
and seeing this tsunami and running like hell.”
Benjamin Davis, Rutgers University instructor

8. • A multitasker, juggling various responsibilities and roles, many
which may have nothing to do with "traditional" journalism.
• Technologically savvy, having at least a basic
understanding of programming, web tools, and web culture.
• A gatekeeper for a particular beat, directing readers to the
most current and trustworthy news, regardless of who wrote it or where
it's housed.
• A versatile storyteller, who knows how to present a story
online in various formats.
• A brand and a community manager, who cultivates a
constant and interactive conversation with their readership.
MediaShift

9. Print local
newspaper
(50%)
Print
national
newspaper
(17%)
Radio (54%)
Local TV
news (78%)
National TV
news (73%)
Menu of Choices for News on a Typical Day
Internet (61%)
Pew Internet
Project

10. Pew Internet
Project

11. Pew Internet
Project

12. 59%
84%
69%
49%
20%
% who connect to the internet wirelessly using a laptop or handheld device
All adults 18-29 30-49 50-64 65+
Pew Internet
Project

13. 61
86
52
17
27
13
0
20
40
60
80
100
SNS Twitter
Total 18-29 30+
Pew Internet
Project
Social Networking Sites

14. 70
65
56
35
0
20
40
60
80
100
18-29 30-49 50-64 65+
% who
follow news
all/most of
the time
Young Adults are the Least Avid News
Consumers
Pew Internet
Project

15. 39
51
45
48
57
55
57
72
25
37
38
42
44
48
48
68
Follow on soc media
Ability to comment
Interactive material
Customize news
Easily share content
Portal/News aggregator
Multi-media content
Links to related material
Total
18-29
Most Popular Features of Online News Sites
% of Online News Consumers Who Say Each Feature is Important
Pew Internet
Project

16. 17
23
15
27
13
Breakdown of U.S. Population
by Generation
Pre-boomers before 1946
Baby Boomers 1946-64
Generation X 1965-76
Millenials 1977-97
Generation Next 1998 to present
Source: U.S. Census Data

18. Growing up digital
has had a profound impact
on the way this generation thinks,
even changing the way
their brains are wired.
Don Tapscott, Grown up Digital

19. 1. They want freedom in everything they do
◦ Freedom of Choice
◦ Freedom of Expression
2. They love to customize, personalize
◦ Blogs, videos, Facebook, MySpace
3. They are the new scrutinizers
4. They look for corporate integrity and
openness when deciding what to buy and
where to work.

20. 5. They want entertainment and play in
their work, education and social life.
6. They are the collaboration and
relationship generation.
7. The Net Gen has a need for speed – and
not just in video games.
8. They are the innovators.

21.  Recruit
 Train
 Supervise
 Retain

22.  Initiate
 Engage
 Collaborate
 Evolve

23.  Design work systems according to the eight
norms.
◦ Freedom of choice, expression
◦ Customization
◦ Scrutiny
◦ Integrity
◦ Collaboration
◦ Entertainment
◦ Speed
◦ Innovation

24.  Rethink authority.
◦ Sometimes you may need to be the student
◦ Digital Natives need plenty of feedback, but recognition
must be authentic.
 Rethink recruitment; initiate relationships
◦ Use social networks to influence potential workers
 Rethink training; engage for lifelong learning.
◦ Train on the job
◦ Encourage employees to blog

25.  Don’t ban Facebook or other social media
◦ Teach them how to use social media in journalism
and marketing
 Rethink retention; evolve lasting relationships
◦ Create alumni networks
◦ Create Facebook groups, chat
 Unleash the power of Digital Natives
◦ Listen
◦ Include them in finding solutions for designing
workspaces, processes, collaborative working
models.

26. Throw out the traditional
newsroom structure
THINK
outside the box

27. Get rid of the online editor
All editors need to learn to post stories,
should be part of their job description

28.  What is the best way to tell
the story?
Some stories are better told
through visuals or sound.
Look beyond text.
Does the story need a timeline, map,
or other interactives that can be achieved
online?
Livestream, livechat.

29.  Keep site stats in the forefront
Add Google Analytics to the site
to track information.
Make sure editors get a monthly report
of page views, most read, other stats.

30.  Cut back on the print edition
If you are weekly, go bi-weekly.
If you are bi-weekly, go monthly.
Print the best-of the web in the edition or
change the format of the paper to more
in-depth reporting and opinion, leaving
the more immediate news
for online.

31.  Recruit outside the journalism
department
Marketing - Facebook and Twitter
Art – web designers, Flash designers,
videographers, photographers
English – bloggers
Honors - opinion

32.  Set up a Facebook Fan Page
◦ Embed the Facebook widget on your site
◦ Encourage others to become fans through
a cross-promotion ad in the newspaper
◦ Post stories of interest or photos from an
event on the fan page

33.  Set up Twitter
 Use Twitter to break news
 Tweet links to stories of interest. (Use
sparingly.)

34.  Events
 Invite students to Student Center or other
gathering place with WiFi and demonstrate
interesting parts of site.
 Ask to be announced at sporting and campus
events. (Thank photographer and
videographer and remind attendees to check
online to view photos and video.)
 Make business cards with site name and URL to
pass out in the crowd and to visiting team.

35.  Decentralize
Consider using Editorial Board
vs. Editor in Chief

36.  eCorsair Model
Five Sections – Editor for each
News (includes sports)
Features
Community Conversation
Arts & Entertainment
Multimedia

37. News and Sports
 Work primarily online
◦ Breaking stories and upcoming events through Twitter
◦ Short news and sports stories
◦ Coverage of campus events and advances
◦ Sports coverage through livestreaming or live
blogging
◦ Story sharing on Facebook
◦ Mobile journalists at various campuses

38. Features
 Produces multimedia packages for print and
online on specific topics
◦ Features on student profiles, programs, instructors
◦ Main focus is on providing several stories per topic
for print issue
◦ Package will also contain online components such
as video, audio, interactive graphics, polls

39. Community Conversation
 Staff members work both online and in print
 Includes:
◦ Staff (unsigned) editorials
◦ Editorial cartoons
◦ Columnists
◦ Bloggers
◦ Poll questions
◦ Monitor comments area

40. Arts & Entertainment
 Responsible for local and campus coverage of
arts and entertainment events
 Profiles local arts and entertainment talent
 Posts selected upcoming campus events
online through Twitter

41. Multimedia
 Responsible for producing multimedia
content for online.
 Also produces graphics and design for print
 Produces video, audio, graphics, photo
galleries, in support of other sections as well
as content which originates with the
multimedia team
 Podcasts, webcasts, livestreaming, design for
multimedia packages

42.  Combines print, online, broadcast
content producers in one
organization
◦ One breaking news team
◦ One visual team
◦ One watchdog team
◦ One sports team
◦ One weather team

43.  Multimedia - video, audio, audio slide
shows
 Social media - Twitter, Facebook, LinkedIn
 Blogging
 Google Maps
 Live streaming video, chat
 Basic HTML

44.  Web site that can be accessed by the staff –
content management system works the best
 Place story budget online – Google site,
Google Docs, or protected area on main site
 Equipment – video camera, digital camera,
digital recorder, cell phones, laptop,
accessories