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30/4/2006 NextGen Journalists -- what's your advice?What do you say to a group of journalism students about a dying industry that they've spent several years learning to enter? Okay, that's my grabber. Do I really think journalism is dying? No. No more so than PR is dead...a mantra many bloggers were citing last summer. No more so than radio died when television went mainstream.
But I do think traditional journalism -- the kind that assigns a reporter a beat, clears his story with an editor, runs it through the copy desk, shrinks the column inches to fit space not taken by ads, and rolls it onto newsprint which then gets bundled, transported and delivered to your doorstep -- should apply for Extreme Makeover, professional edition.
And I'm not alone. At last week's annual meeting of the American Society of Newspaper Editors, much of the talk centered on the shift to online news and citizen journalism. Some spoke of new technology that will merge traditional reading with Tablet PCs. Others who follow the industry say the biggest challenge is to create a sustainable business model in a digital world where content is typically free. Tim Porter thinks traditional newspapers will be gone in 5-10 years. Jay Rosen has thought so for years.
I'm guest lecturing to Journalism and PR students at Western Washington University later this week, and meeting with faculty to discuss the convergence of mainstream media, PR and citizen journalism. I've been asked to speak with and/or teach seven classes (Newswriting, Reporting, Editing, Feature Writing, communications research, Principles of PR, and the Western Front student newspaper). Although I've prepared separate content for each class, my overall comments will focus on five things.
As you prepare for graduation and a professional role:
1) Evolve your thinking of journalism from "reporter" to "content developer/shaper/sharer."
2) Recognize the importance of good writing, analytical thinking and smart decision making -- regardless of what title you hold, or whether you work for a newspaper, online site, broadcast outlet, PR firm or corporate communications department.
3) Learn how audiences are accessing, consuming and sharing news and information; figure out what will engage them and connect them to your message.
4) Listen, listen, listen -- to those around you, to contrarian viewpoints, to global voices that offer new and different perspectives, and most importantly, to your own intuition.
5) Prioritize relationships -- regardless of how communication evolves and "technifies," our world is still built upon people.
I'm sure I'm missing something. If you were in my Birkenstocks, what would you say?
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