As a Marketing and PR Professional I am fascinated by the evolution of the industry. Marketing, PR, Journalism, Digital Media have all evolved to become an Integrated Marketing Communication platform that offers a new business model for generations to come. Below is my take on an article written by Mark Briggs for the Winter Edition of the Nieman Reports, published by the Nieman Foundation for Journalist at Harvard.
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Journalism today must be transparent, authentic and collaborative, but most importantly it must be business savvy. Journalism today requires a business model, with major marketing initiatives that understand market segmentation and its potential reach. The journalism we have known has reached its peak, and today it has taken a very different and ambitious path. Journalism has change, and it now has a business like face.
THE END OF JOURNALISM AS USUAL – AN ARTICLE WRITTEN BY MARK BRIGGS
Mark Briggs in his article The End of Journalism as Usual, narrates how journalism as usual is about to be extinct. Journalism has changed, and it now entails a clear understanding of business, marketing and audience segmentation. Why? Because the world has changed. For several years now, journalists have taken positive steps into the digital age by adding blogs and multimedia to their craft while increasing interactivity and immediacy. Digital tools such as blogs, microblogs and social-networking sites bring journalists closer to readers and readers closer to journalism by removing barriers to a more networked conversation. But why is that? Well, because today’s journalists communicate with a specific target audience, one able to navigate through the web and be as selective as possible of the content they want to read on or participate in. Journalist today must have a strong awareness of the business side of media, thus they must understand the real needs and wants of their targeted audience. Being involved in the business side of media also keeps journalist in touch with what kinds of news and information people “really” value (that is, what they'll demonstrably support with money or engagement). That's often quite different from the kind of news and info they might claim -- or even believe -- is important to them.
Nowadays, blogs like Twitter and social networks such as Facebook work well with news organizations. Neither will replace traditional journalism, and that shouldn’t be the objective. However, such entities are creating “social capital” by becoming the “trusted center” within a structure of relationships through digital communication. An example? President’s Obama inauguration ceremony, broadcasted by CNN in partnership with Facebook. Two giants, united for a specific cause, with a huge network of participants and hungry advertisers fighting for a piece of the crowd. Journalism now moves through entrepreneurial mindsets, and its success is measured by its established social capital (popularity). However, it must keep offering authentic, transparent and collaborative work. This is an era of media relations, of marketing and networking activities that require above all honesty and integrity.
The End of Journalism as Usual. Mark Briggs. Nieman Reports. Nieman Foundation for Journalist at Harvard.. Winter 2008 http://www.nieman.harvard.edu/reportsitem.aspx?id=100689
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