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Building an audience

 

Journalism is changing

Journalism's traditional economic model is becoming less viable; many news organizations are making much less of a profit than they once did.

Consequently, many of the traditional news organizations -- newspapers, magazines, TV newsrooms -- are reducing the number of people they have on staff. That means journalism students have less opportunity to get a job with those organizations.

Journalism students need to

-- begin making themselves more marketable even as they begin their journalism courses

-- take advantage of the professional opportunities while on campus

-- understand the economics of the news media as they are today

-- understand also that the economic picture is likely to change before they graduate

-- prepare themselves for a changing world

We in journalism education believe that it's important now for journalism students to establish a professional presence on the web and to begin building an audience.

 

Buy your domain name

Find some iteration of your name -- JohnSmith.com, JSmith.com, John-Smith.com, etc. -- and purchase that domain name. You can do this for less than $10 a year at any number of websites such as GoDaddy.com.

Build your professional web site

A professional web site is one where people can find information about you and what you have done professionally. Such a web site should have the following:

  • Home page - introduction

  • Resume page - with an up-to-date resume

  • Interests - describe the things you are interested in, what you've done, how you spend your time

  • Samples of your professional work - writing, photos, audio and video

  • Contact information - physical addresses, email address (just one), telephone number

One way to build a site without knowing how to do so with HTML coding is to get a site on Wordpress.com (you're URL would be something like www.John-Smith.wordpress.com) and use the pages functions to building these different pages.

Your interests and specialties

What are you interested in? What are you interested in enough to write about?

What ae your activities?

What are your passions?

It may be a type of music . . .

. . . a type of sports

. . . a type of movies

. . . something about politics

. . . a historical period

. . . a public issue (literacy, the environment, medical care)

. . . or (what)_______________

Find an interest or specialty (or more than one). Study the field. Find out what's being written about it and who's doing it. Is the topic well covered? Could you offer something that no one else is doing?

 

Blogging (web logs)

Much has been written about web logs, or blogs. In general, blogs are akin to personal journals. They can be produced by individuals or groups, and they can cover a variety of topics. Usually, they contain comment functions, which allow readers to respond to what the writer has said or to what others have said about the writing. A few general observations:

  • Blogs are easy and inexpensive to create. Some free services (Blogger and Wordpress, to name a few) allow anyone to start a blog within a few minutes. If you are a member of Facebook or other social networking sites, you can start a blog there. All of these services have any number of add-ons that can enhance the look and functionality of the blog.

  • Blogs are difficult to maintain. Blogs should be updated or added to on a regular basis. This takes work and sustained effort. Not many people have the mental or physical stamina for this effort.

  • As with almost anything else on the web, information is more valuable than opinion. A good blog can be entertaining with good writing, but information builds audiences.

  • The best blogs look outward not inward. That is, successful bloggers -- those who build sustain an audience -- not only create original content but point to other good content on the web. Linking (discussed in the previous lecture) is part of the formula for a good blog.

  • Engagement builds an audience. Good bloggers often join in commenting on the comments they receive. They do not run from criticism, even when it is unfair, misinterprets what they say, or even uncivil.

  • Good reporting and writing -- concise, coherent, information-rich writing -- is still relatively rare among bloggers, despite their growing numbers. The well-written blog with original information and a good sense what else is on the web will gather an audience.

For a bit of inspiration, take a look at what some of your fellow students have done:

Country Music News Today (Sarah Wyland)

Camels and Chocolate (Kristin Luna) Read her FAQ to see how she got to where she is now.

Social networks

Chances are, you're a member of a social network -- probably several. You probably at least have a Facebook account, and if you're typical, you probably check that regularly. Sometime before long (the sooner the better), you will need to change your thinking from being a participant in social networking to being a professional who uses social networks.

It won't be much of a shift, but it will be a shift.

A professional sees social networking not as a means of staying in touch with friends but as a way of building an audience for what you are doing and as a means of keeping up the professional interests that are relevant to you. Consequently, here's what you should be doing:

Facebook is just the start, and you should start there because you are probably already there. But you should also be joining professional networking site, beginning with Linkedin. This is a general professional site that has attracted many people in the professional realms in the last few years. There are specialty groups in Linkedin that you can join and participate in. Professional networking is going to be an important part of your life, and Linkedin is a good place to start.

Twitter

 Twitter is a combination of what me might call micro-blogging and social networking.

 An entry on Twitter can be no longer than 140 characters, including the URL if you are pointing to something on the web. But in the last couple of years, Twitter has become a major means of communication among journalists and media professionals as an efficient means of gather. It is one that beginning journalism students should learn to use. 

Writing a Tweet

Once you are on Twitter and are following a few people, read a page or two of tweets. You will get a sense of what is there and how people use it. You will be attracted, repelled, fascinated, confused -- and possibly even appalled. Remember that when you write a tweet, the people following you may have those same reactions, so begin deciding right away what kind of personality you want to form.

As a journalist writing for Twitter, you are trying to inform the people who are following you. But, remember too that as one of twitters, you are part of an ongoing conversation, and you should feel free to react to what others have said as well as introducing original information into the conversation. Here are some things to think about and some guidelines:

  • What's the point? Why are you posting? Have a goal in mind. Understand how you want people to feel when they have read you post.

  • Information is more important, and interesting, than opinion.

  • One or two points (of information, opinion, whatever) max. Not three. You'll quickly use up your space.

  • Think: subjects and verbs. Complete sentences are not always necessary, but complete thoughts are.

  • Emphasize verbs. Active, descriptive verbs. It's one of the basic truths of good writing.

  • As in headline writing, "to be" verbs can be understood rather than written.

  • Drop articles (a, an and the) unless they are necessary for clarity.

  • Punctuate for clarity, not necessarily just to follow the rules.

  • Same thing goes for AP style. Often AP style rules will help with brevity, but sometimes they don't.

  • Use abbreviations only if you are sure your audience will immediately understand them. Don't use them just to show that you're hip to techno lingo.

  • Don't be afraid to direct your tweets to individual users. Done correctly, this can help build your audience.

  • Maintain a sense of professionalism. Using profanity and scatological language may give you a sense of coolness about yourself, but it's also likely to lose you followers. (On the day I wrote this, I stopped following an acquaintance for just this reason.)

  • Ask and ye shall receive. One of the great things about Twitter (and the web in general) is that there are people ready to respond, particularly if what you want is reasonable and interesting. A well-formed question will attract responses and followers.

  • Respect. Respect the language, your audience and yourself. Honesty, courtesy, modesty and civility are values in the Twitter society. Strive for them.
These are guidelines, not rules. They are mean to help you get started, not to lock you into a certain style or convention. Once you are on Twitter and a participant in the conversation, you can decide who you want to be and how you can use Twitter to be effective.

Read more about writing for Twitter here on JPROF:

Writing for Twitter: good journalism in 140 characters

Legal and ethical issues


Writers for the mass media in America work without a great number of legal restraints. Yet the legal restraints that do exist are important, and understanding them is a necessary part of the writer’s job.

Writers are much more likely to encounter ethical guidelines and restraints. Here, again, knowing the general basis of ethical behavior is an important part of the writer’s work.

Legal protections and restraints

Can we say anything we want to say, write anything we want to write, broadcast anything and put anything on the web?

The answer, of course, is no.

While we have a great deal of freedom in this nation, that freedom is not absolute -- even though there have been advocates of an “absolutist” point of view.

Legally, we do not have the right to libel someone. But libel is a tricky concept. In a practical sense, it does not mean that we cannot say something that will damage someone’s reputation. We do that all the time. Newspapers, magazines, broadcast news operations -- all of them say things every day that will damage someone’s reputation.

What libel really means in a practical sense is that under certain conditions, we cannot damage someone’s reputation. We might say about a politician, “He’s a dirty, lying thief,” and we would probably get away with it. If we said the same thing about our next door neighbor.

Another legal restraint that writers have is copyright and trademark laws.

People in the mass media cannot take work that someone else has created and use it for their own purposes. Even if they do not gain any commercial advantage from doing this, they still cannot use substantial portions of copyrighted material without the permission of the owner. Using small portions of copyrighted material is sometimes protected under the concept of fair use, but this concept should not be interpreted broadly. Permission to use copyrighted material is almost always necessary.

Trademark protection gives the creators of products, logos and slogans some protection against their commercial use by others.

Both copyright and trademark protection are more fully explained on pages 316-319 of Writing for the Mass Media (7th ed).

First Amendment

-- basis for laws concerning media content

-- what it says

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

-- written by James Madison

-- names the freedoms that are important to society: religion, speech, press, assembly and petition

Why is each of these so important?

Are there other freedoms or rights that are equally as important?

One can look upon the First Amendment as the description of the "open society" that many of us assume for our civil life.

The First Amendment specifically prohibits Congress from enacting laws in there areas, but the meaning of the FA is far greater than that; over the years, this meaning as grown, changed, morphed by inferences and court decisions. Every generation interprets the First Amendment (and the rest of the Constitution); we do not feel totally bound by what the Founding Fathers meant – their understanding was incomplete, and they could not foresee all of the contingencies.

So, what does it mean?

-- no prior restraint

government has no role in restricting or prohibiting speech, press, particularly political speech,

  -- during recent political campaigns we have seen an erosion of that principle; political ads requiring candidates to say they approved of the message; criticism of 527 groups in spending money for campaign ads and other activities

  -- gag orders by judges

  -- proposals to restrict the communication between doctor and patient in abortion counseling

  -- national security; wartime communication, especially from war zones

-- campus regulations restricting offensive speech

Despite these restrictions, the limits to prior restraint by the government – particularly in political speech – are strong both in tradition and practice; those limits extent to what we might call civic speech, the kind we are engaging in here in a classroom.

. . . but the First Amendment goes beyond that into a positive realm

-- enabling the right of people to speak and the process of speech; courts have been sensitive to easing or enabling the process of speech

  -- recognizing, to some extent, the value of symbolic speech, using symbols, actions rather than spoken words

  -- recognizing the value of offensive speech – speech that people do not agree with or that offends beliefs, attitudes, public values

• criticizing the president; we tried curbing that once with the Alien and Sedition Acts

• burning the flag; burning a draft card

 -- understanding that restricting speech in one area can lead to restrictions in other areas

-- enabling the processes of the press, particularly reporting and publishing

 -- open government meetings

  . . . and the First Amendment has been used to foster the public's right to know

  -- open government records; gaining access to public information

  -- information that businesses must disclose

  -- reporters protection of sources and information

 

Limits of First Amendment protection

• Can we worship in any way we want?

• Can we gather – even peaceably – any way we want?

• Can we petition the government in any way we want? (symbolic speech)

• Can we say anything we want?

• Can we print anything we want?

No, there are restrictions to all of these. For the mass media, the most prevelant and difficult restriction is defamation.

 

Defamation

-- ancient principle of common law – a person's reputation has value

yet there is the First Amendment, which says society has value in being able to speak freely; how do we resolve this conflict.

Modern defamation laws say you must prove

            • publication (more than just two people have to see/hear it)

            • identification (can the person defamed be identified)

            • defamation (did the words have potential to do real damage)

            • fault (was there negligence or some mitigation)

            • harm (is there provable damage)

  -- defenses against defamation

            • truth – powerful defense (society values truth)

            • qualified privilege – is the situation one that relieves responsibility

            reporters depend on qualified privilege to report public affairs; such as, the arrest of a person who is innocent

            • absolute privilege

            • statute of limitations

            • Constitutional privilege

            protects media from suits by public officials and public figures

            comes from 1964 decisions New York Times v. Sullivan

            makes virtually impossible for any well known figure to recover

            still, the threat of the costs of litigation is there

 

Criminal laws

            • fraud and trespass

            • public nuisance

Privacy

Copyright and trademark

Obscenity and pornography


Possible news quiz questions for this week's lecture session.




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