YouTube Reshaping the News Industry

What was the last search you conducted on YouTube? As today’s third most popular online destination with more than 72 hours of video uploaded every minute, there’s certainly plenty of content to choose from. But, while my last search was for the Sesame Street spoof of Carly Rae Jepsen’s hit song Call Me Maybe, the majority of people would likely answer with a news-related item. According to a new study from the Pew Research Center’s Project for Excellence in Journalism that examines YouTube as a new kind of visual news source, the most searched term of the month on YouTube from January 2011 to March 2012 was a news event.

Where Do Journalists Source Their Stories?

As part of PR outreach campaigns, we implement a lot of different strategies and tactics to get our clients’ news in front of journalists for potential inclusion in their upcoming articles. But are our pitches always the most effective way to help reporters source their stories? Perhaps our other efforts, including press releases, blog posts, and tweets are more preferable in some instances.

Social Media Growing as a News Source; If Trustworthy

More and more journalists are turning to social media channels as a source of news, as well as to validate stories and uncover new article angles, topics and ideas. And, who’s to blame them? With more than 632 million registered Twitter accounts and upward of 900 million active Facebook users, social media sites have a plethora of publically accessible content, opinions and posts that can act as a ready-made ecosystem for reporters to leverage.

Funny ProfNet Queries

A couple weeks ago, I wrote a post on funny HARO queries based on Peter Shankman’s Help a Reporter Out journalist sourcing and expertise sharing service. In that same vein, I decided it was only fitting to compile a list of amusing queries from a similar source that everyone in the PR industry should be familiar with.

ProfNet, created by PR Newswire, also serves the journalist and PR communities by connecting reporters easily and quickly with expert sources. Needless to say, some of the journalist requests can be a bit out there, especially out of context! Check out the list I’ve put together below and hopefully you’ll get a chuckle or two.

• Beards, Mustaches: Comeback?
• Sauces and Condiments: Emerging Flavors
• How Not to Look Old
• Effect of Bullfighting on the Meat of a Bull
• Artificial Sweeteners: Safest/Tastiest?
• Breaking up on Facebook
• Apple- and Pumpkin-Themed Products
• How to Be a Good Complainer
• Solo Earrings: What to Do with Half a Pair
• TOYS: Stuffed Animals with Benefits
• What Your Underwear Says About You as a Date

Seen any other funny ProfNet queries? Add them in the comments section below and share the laughs!

Social Media Evolving Journalism

It’s no secret that as the Internet and social media have taken off, print publications and newspapers have seen a steep decline in circulation, readership, and revenue. Just a little over a month ago, the Newspaper Association of America released its estimates for advertising revenue across the newspaper industry finding a 27.2% decrease in advertising revenue from $37.848 billion in 2008 to $27.564 billion in 2009. Going back even further, however, Ben Parr notes that in 2000, newspapers peaked at $48.67 billion in revenue, but in just the past four years, newspaper ad revenue has dropped an astounding 44.24%.

Despite these depressing statistics, journalism isn’t dead, it’s just evolving, and those who are embracing the online space and social media are at the top of the survival chain. Specifically, those familiar with data visualization, incorporating intelligently designed graphics, charts, pictures, and videos will rise to the top. As readers become increasingly comfortable with the short snippets of information that social media has mastered, it will become all the more important for newspapers and publications to incorporate the same kind of style – keeping attention grabbing headlines short and sweet with important facts called out in bullets or boxes while integrating plenty of multi-media to keep readers on their site, clicking around for more content.

Jeff Beer’s recent article demonstrates other ways new digital tools and social media capabilities are changing the media landscape. He notes that social media tools aren’t diminishing the importance of journalists and journalism as a whole, but, rather, they are bolstering the quality of the content. Twitter is giving journalists a real-time look into the thoughts and opinions of people on current events and trending issues.

Finding sources and gauging public opinion are two great uses of social media tools; however do these tactics influence the news too much and prevent journalists from getting at the straight facts? Blogging and social media have essentially given everyone the ability to publish. So, journalists, in order to stay above the general ability of the public, will need to better source their information and develop interesting angles, as only they, as experts, can.

What other ways do you see social media transforming journalism or helping it evolve?

Journalism Lessons from Tim Russert

Recently I was reminiscing about a great experience I had hearing the late Tim Russert speak at Boston College back in 2005.  Tim Russert gave accounts of his most memorable interviews, his political ploys, and endearing tales of his father from his book, Big Russ.  His comments were very inspiring and helpful, as he dropped advice for good journalism throughout his stories.

He spoke about how it is extremely important in everything, but especially in journalism, to be prepared and knowledgeable about the issues and your guest, when conducting an interview.  Tim Russert commented on how many politicians have a set script that they recite to the media of their stance on the issues, but this script can also be vague and leave out important points.  Tim Russert’s job was to pick out these points and corner his guest into giving an answer, oftentimes, an answer he or she didn’t want to give.  This, he said, is part of a journalist’s responsibility to their audience.  A journalist must attempt to get all the facts and as much information as he or she can because knowledge is a power to which everyone has the right.

Among all these facts, however, it is sometimes hard to see the big picture.  Tim Russert acknowledged this difficulty, but said it is important to speak to the big issues and not get caught up in all the tiny details.  He said that law school really helped him acquire this skill, which he was able to use to help educate his audience.

In addition to seeing the main issue, Russert said it’s up to the journalist to determine which issues are news worthy.  Understanding your audience is an important factor in this decision because what may seem news worthy to you may not be as relevant to your viewers.  A journalist must show people why that subject is worth learning something about, all the while being completely objective.  It is not a journalist’s job to tell people what to believe, but rather, to tell people the facts and allow them to make up their own minds on the issue.

In dealing with politics and politicians on Meet the Press, Tim Russert had to not only be objective, but bipartisan as well, no matter which political party he represented.  Being objective and bipartisan are two limitations of a journalist that he talked a lot about, but there are ethical limitations as well.  A journalist must take into account how a story will affect his or her audience.  Based on good judgment, a journalist must decide if a story would negatively or positively affect the quality of life of the audience.

A journalist gains an audience based, in part, on his or her credibility and one would think that if a mistake is made, the journalist’s credibility would diminish.  However, Tim Russert assed that a mistake can only be detrimental to ones credibility if it is not dealt with properly.  He advised that journalists and networks should admit to their mistakes immediately and offer an apology saying it would never happen again and that this kind of statement can actually increase ones credibility by making them seem more human and humble.

Tim Russert’s insights into the world of journalism captivated his audience while providing information about his profession and all the things he has to take into consideration when preparing for an episode of Meet the Press.  He was a fabulous speaker and even better journalist, one I count myself lucky to have had the pleasure to meet while he was still living.