Results matching “training.php/09/free online journalism training”

In Janowo, an 850-person village in north eastern Poland, on a Monday last month, a dozen people - mostly teenagers or over 40s - were gathering in a multi-activity meeting hall. They were listening to Igor Hrywna, a journalist at Gazeta Olsztynska, the dominant newspaper in this "Warmia-Mazury voivodship" (Varmia-Masuria). That day he left his base in the regional capital of Olsztyn to meet this group for the third time in one month. With his assistance, they are learning how to contribute to the recently launched hyperlocal website janowo.wm.pl, covering the 3,000 people "gmina" (commune) centered on Janowo, one of the smallest of the region.

"There are fewer than 120 broadband Internet subscribers today. Our goal by the end of the year is to have at least 6000 unique users", explains Hrywna, who supervises Gazeta Olsztynska's commune portals. "To achieve this, we are organizing two to three hour long training sessions for citizen journalists. I also learn from them!" The training for citizen journalists always begins with the easiest things, like sending pictures with a short description. It includes how to search and browse in the website, how to write, and how to be accurate.

Gazeta Olsztynska's hyperlocal websites like Janowo's are typically 80% filled by local citizens, with user generated content (UGC) mostly on social events. Staff journalists provide the rest, through their assistance and through their own written and edited pieces. "Small communities know what kind of information they need. That is why we base our portals on civil journalism supported by our professional knowledge. The goal is to have the so far marginalized villages really exist in the social cyberspace," comments editor-in-chief Ewa Bartnikowska.

During the Janowo training session, a retired music teacher, Janina Sadowska, who has been a reader of the regional daily for a long time, explained that she was there for two reasons. "First, it is a natural prolongation of my habit of sending readers' comments to the editor. Second, I am at the head of a women's club, and we want to have a presence in our gmina's website."

The young aspiring journalists, between 12 and 18 years old, came from a nearby agricultural school. One of them was filming the reunion with a small camera, planning to post some sequences in the website. Another one, Przemyslaw Ciesielski, 18, explained in clear English: "We don't buy newspapers, but we are interested in news."

For Jarek Tokarczyk, the president of Edytor, Gazeta Olsztynska's publishing house, the involvement of the young in his online projects is critical, because "they already know the Internet, which is accessible at school, even in the most remote villages; through them we can also reach their parents for other publications." Bartnikowska added: "It is very important for us to have roots in print, even though we go at the lowest geographic or smallest community levels only online. This strategy for localism is also only possible if we have social and not only media projects."

Edytor is already managing 35 such hyperlocal websites, as a way to get closer also to small advertisers. In the villages, the biggest companies are often the bakery which employs only eight persons, or the hairdresser with a staff of four. "We want to reach the places where print is not profitable, asking our advertising salespersons to monetize potential markets which have been ignored until now. For this purpose we also train our print representatives to understand the web, setting online revenue goals for each of them," explains Tokarczyk. "We know that the number of Internet users in the country and small towns is going to grow. We have to do it now because tomorrow will be too late." This "deep in localities" strategy is timely with new legislation to be implemented in the coming weeks, for broadband access everywhere in Poland. There are also local governments elections in September, which will boost the interest for hyperlocal news.

Gazeta Olsztynska and its separate edition Dziennik Elblaski, covering an area integrated only ten years ago into the region, have a quasi-monopoly in Varmia-Masuria, one of Poland's 17 voivodships. National daily Gazeta Wyborcza has local editions, but they are read principally in the biggest cities like Olsztyn, where they have a weaker position. In addition to the Internet portals, Edytor controls 21 hyperlocal weekly freesheets, which encompass numerous news areas, social to e-commerce activities. Each has its online version, is available as a supplement of the daily, and corresponds more or less to a county ("powiat").

Janowo, for instance, is attached to the local newsroom based in Nidzica and covering a 35,000 people powiat. Weekly Gazeta Nidzicka's editor-in-chief Jerzy Grala is assisted by four reporters and three sales representatives. The portal nidzica.wm.pl is updated at least twice a day, and links to and sometimes feeds the central newspaper's website gazetaolsztynska.wm.pl. It is enriched by content provided by its communal websites, including janowo.wm.pl, which is updated a few times a week. Grala also posts occasional on his blog grala.wm.pl, which is easily accessible from his newsroom's portal.

There are 25 regional dailies in Poland in total, Edytor being an exception as an independent group. Most others are controlled either by Polskapresse (owned by Germany's Verlagsgruppe Passau) or Media Regionalne (owned by Great Britain's Mecom). The Varmia-Masuria voivodship is one of the less populated, with 1.4 million inhabitants, out of a total population of 38 million in the coutry (plus about 6 millions Poles living abroad). The region has a particularly high unemployment rate, exceeding 19% versus less than 12% on average nationally.

Given this context, Gazeta Olsztynska's intense efforts to develop online activities and "deep localism" are unusual. "We have over 30 equipped multimedia journalists covering the region, who already produce around 600 pieces of different information every month. With the contributions of the mobilized civil journalists, we expect to double within one year the level of 500,000 unique visitors we got last month," explains Bartnikowska.

Edytor is multiplying editorial and marketing projects, both in print and online, including 200 different supplements and freesheets, family service and obituary websites, a schools of excellence campaign (proposing pupils to write about their schools), celebration contests requiring payment via SMS, special publications promoting the natural wonders of the region and its lakes. "The wm.pl suffix that we use online [for "Warmia-Mazury"] is the most important brand here. We want to be a regional Google!" Tokarczyk says.

Another illustration of Edytor's focus on "hyperlocalities" are its Nowe Miasto operations. In this 11000 people town - or large village - about 85 kilometers far from Olsztyn, it publishes weekly Gazeta Nowomiejska, covering a population four times bigger. Its online hyperlocal news endeavours are already one year old, as shown in the "gminas" listed at the bottom of portal nowemiasto.wm.pl. Unlike in Nidzica, the newsroom is not based on a main central square, but its position may be more strategic. Gazeta Nowomiejska is located on a street in front of the church where, for deeply catholic Poland, mass sermons easily hit the headlines and a significant part of social life relates to religious activities. "The priest sometimes promotes our portal during the mass," says chief editor Stanislaw Ulatowski, also a local celebrity as a print journalism veteran.

His deputy, Lukasz Paczkowski, is a young online and multimedia reporter and Internet geek, who manages his blog paczkowski.wm.pl, which is also displayed in the front page of Gazeta Nowomiejska's portal. "We start updating the website before 10 am, when most people open their computer, until 8.30pm", he says. His partnership with Ulatowski also illustrates the complementary cross-promotion between the platforms. "The photo galleries encourage user generated content" comments Paczkowski. "Our online correspondents are very helpful, because our staff cannot be everywhere in the county, and they are more likely to create communes' portals. Then we print the most newsworthy pieces in the weekly."

To extend his team's expertise, Tokarczyk has built a partnership with the promoters of the C3 concept ("Complete Community Connection"), Chuck Peters and Steve Buttry in the United States (the former is the CEO of Iowa's Gazette Communications, and the latter just left this paper to be the director of community engagement at a high-profile, Washington DC based digital start-up). In spite of being based in a remote region of central Europe, Edytor is being very pro-active in looking for ideas directly provided by the world's top experts in its fields of coverage.

Along with the hyperlocal websites, the Gazeta Olsztynska team has also launched numerous thematic portals about students, community centers, and even an "ethnic" group recently. Website ukraincy.wm.pl is dedicated to the 60,000 strong Ukrainian community, made of descendents or survivors of the group displaced by force to this part of Poland in 1947. It is benefitting from and promoting the revival of their language and religion (Greek Orthodox). "Our aim is to have half of the community visit the portal at least once a month by the end of this year. It will be 100% UGC, and fun," says Hrywna, who is also Polish-Ukrainian.

It's a question that can get lost in all the talk of business models and content creation: how might journalism best serve the public?

In Australia, the latest group to ponder this is The Foundation for Public Interest Journalism, directed by a group of journalists, editors, academics and members of the community. Part of the Institute for Social Research at Swinburne University in Melbourne, it is setting up a project called YouCommNews, modeled on the American site Spot.Us, which will allow the audience to commission the stories they want to see.

The Editors Weblog spoke to Dr Margaret Simons, chair of the foundation, and to David Cohn, founder of Spot.Us.

Journalism.co.uk reports that the website for not on the wires, a digital reporting social enterprise, has now gone live.

The multimedia cooperative of five journalists believe their chances of success and depth of involvement in covering event-based news stories are increased by working in collaboration - individually they are accomplished freelancers with varied areas of expertise.

A number of proposals to 'shore up' science journalism were set out today in a UK government-commissioned report titled "Science and the Media: Securing the Future", according to an article on the PressGazette.

A new initiative from the BBC will grant the general public access to online material used to train the industry's elite, with masterclasses delivered by the likes of John Simpson and John Humphrys, the Guardian reported.

The move comes as the international broadcasting agency launches the BBC Academy today, a centre dedicated to turning out the journalists of tomorrow.

Video blogging, quite simply a blog which employs video as its medium, is a phenomenon which hasn't shown the same success as its text-based parent amongst everyday web users. Despite the fact the 'tools of the trade' - cameras, editing software, and a platform to broadcast - are no longer unaffordable or complex obstacles, the significant investment of time to produce something that is of a publishable quality is still a drawback for many.

Adam Singer, in his blog The Future Buzz, writes that in video blogging professionals still have a 'leg-up': "In text-based communications, professional writers don't... In fact, amateurs are in many cases more compelling than the professionals of yesterday because they are not bound by rules that constrain and constrict the emotion possible through words." In the realm of video, however, Singer says: "It's hard to compete against professional personalities who have honed their skills in a competitive environment and have sharp writing and production staffs behind them."

John Ridding, Financial Times chief executive, has said that newspapers need to start charging for online content if they are to safeguard the future of quality journalism. 

Ridding told MediaGuardian.co.uk that newspapers need to abandon the "free is good" mentality and said that he fundamentally believed that readers would support the move.  "One of the worries for the industry in general is kind of a cultural expectation that news information should be free and we would challenge that because we believe quality journalism requires investment and investment requires revenues."

The problem is that publications appear to have little faith in their own products, fearing a drop in readership if they attempt to start charging for content. But Ridding stressed: "Do you gain more in revenue than you lose in readership?"

Ezio Mauro, the Italian editor whose newspaper is being sued for defamation by Prime Minister Silvio Berlusconi for questioning his behaviour, and Mario Garcia, who defines contemporary newspaper design, have joined the programme of "The 2015 Newsroom: High Standards & Low Cost Solutions," to be held on 1 and 2 October in Prague, Czech Republic.
    
Mr Mauro is Editor-in-Chief of La Repubblica, which is being sued for defamation by Mr Berlusconi for repeatedly publishing 10 questions asking the Prime Minister to explain his extra-marital relationships, the subject of widely reported public scandals this year. "This is the first time in memory of a free country that a politician is suing because of questions directed at him," Mr Mauro has said.
 

If a journalist is a master of communication, can a great communicator simply pass his or herself of as a journalist? This is question that web professional, Sandra Ordonez poses in the introduction to a rounding up piece on the project conducted by OurBook.com concerning the future of journalism.

The proliferation of social media tools such as Twitter and Facebook as circulators and generators of the news, and the popular trend of citizen journalism, which has been encouraged by mainstream publications, as well as designated start-ups, have all served to somewhat blur the definitions of a reporter and a communicator, professional or amateur. Or have they?           

It's not news that in order to break into the news industry, one must take it upon themselves to complete an internship. Trouble is, journalism is somewhat of a financially exclusive profession to enter. A UK government report, published yesterday, called Unleashing Aspirations suggests that media companies provide grants and loans for interns who come from lower socio-economic classes.  Many of today's less well-off young people cannot accept unpaid internships because of the cost factor or living in cities such as New York or London which are very dense with media associations.

The NUJ (National Union of Journalists) told the panel that a Journalism Training Forum poll in 2002 revealed that fewer than 10 per cent of new entrants to journalism came from a working class background and just three per cent came from homes headed by semi-skilled or unskilled workers.

The Paris-based Organisation for Economic Co-operation and Development (OECD) is embarking on a study of online news distribution amid rising concern about the news industry's financial troubles which have been exacerbated by the global economic downturn. It is part of the Working Party on the Information Economy's ongoing work on Digital Broadband Content. Last month, to launch the study, representatives from OECD countries and interested organisations heard four several presentations on how news production and distribution is changing, and what the future might be .

Crises and a broken business model: how a news agency reacts

Eric Scherer is director of strategy and external relations at Agence-France Presse, and founder of AFP's Mediawatch blog. He explained to the OECD the nature of the crisis which he believes is taking place, and the steps that an outlet such as AFP is taking.

He sees a situation where five simultaneous crises took place, in terms of economics, business model, attention, training and authority. The economic value of the traditional press is going down as the mainstream tries to adapt to new trends. The current business model is "broken," he believes: it was based largely on advertising and a small amount of circulation revenue but in the past two to three years there has been a "historic decoupling" of advertising and newspapers as classified ads have moved online. The old media now has to run after attention as it faces competition from new. Training is a "huge problem" according to Scherer: it has to be done quickly but people at the top are not sufficiently aware of the challenges. And finally, the authority of old media is declining quickly as the top-down relationship falls apart.

What is more, Scherer believes that a process of disintermediation has taken place in news: the media has been cut out, as those who want to get their message out go straight to the people. He cited Obama's election campaign and use of new media as a "symbol" of this, pointing out that the future president used every single internet and Web 2.0 tool to communicate with the public. And the people responded: at every Obama demonstration there were attendees talking photos with their digital cameras or phones which they then uploaded and posted online. Sports stars are also speaking directly to the people, Scherer pointed out. This is the main development in the media in recent times, that the people who were deprived of production and distribution tools now have them. Hence, old media's monopoly is over, what used to be scarce, is now abundant.

The Internet has led to the "atomisation of content," meaning that readers can 'snack' on content as they are always one click away from something else, according to Scherer. Print and online are mutually conflicting business models, but going online-only is not necessarily the best idea, he explained, referring to a City University study on online-only Finnish paper Taloussanomat. 

These problems have all be exacerbated by the financial crisis, Scherer said, which makes it so much harder to finance the transition period and find a business model. Before the crisis hit, it seemed as if news outlets would have time to adapt, but now they are "below the poverty level."

So, how can news organisations finance their work? Is it possible in the current climate to find a way to finance an investigative journalism network and a Baghdad bureau? Scherer described how AFP has been tackling these challenges of the new news ecosystem. AFP produces all the main "bricks of content" and now needs to be able to link them together an add technical context. Rather than just providing editorial content, the agency now offers its traditional media customers both content and services, such as video, mobile or user-generated content platforms.

Due to the increased competition for breaking news, as the Internet means that newspapers and other outlets can effectively act as wire services and AFP's competitors are no longer just Reuters and the Associated Press, AFP has chosen to increase its national and international coverage and rely and focus on its branding. Amongst all the "noise on the internet," Scherer believes that people feel safer when they know their news comes from a trusted brand.

The Internet has also meant that AFP has become not just a business to business operation, but also has a direct relationship with the consumer, as its articles are available online under the AFP brand, via search engines such as Google or Yahoo. Incidentally, the Associated Press, which has also traditionally kept the audience at a distance, is going a step further and seeking to create search "landing pages" on news topics for its readers.

The evolution of the Internet as a journalistic tool

Thomas Crampton's presentation on the value of new technologies for communications was delivered true to style: it was recorded on a mobile phone video application while the writer went through security in a Hong Kong airport. 

Crampton's career path has developed simultaneously with the evolution of new technologies as a communications tool: as a correspondent at the International Herald Tribune and the New York Times, he always tried to capitalise on available online and digital tools to ensure that his reporting was always at the cutting edge of news provision. Nonetheless, frustration with the reticence of the traditional media to embrace alternative outlets to their full potential pushed him to leave the print industry for fear of "being left behind".  He is now the Asia Pacific Director of Digital Influence at Ogilvy. 

The responsibilities of this position convey Crampton's conviction and "passion" for the new media. In this role he works with multinationals to tap into new technology, which enable companies and individuals to reach and communicate with a huge audience. The progressive outlet of other industries reinforces Crampton's dismay with what he sees as the reluctance of news providers to work with these possibilities. 

To illustrate his conviction that technological evolution is a great but unavoidable asset for news provision, Crampton outlined the developments of the relationship between news reporting and the Internet:

• - 1995-99 Communications: During this period, the Internet facilitated the internal communications of news providers; for example correspondents could communicate with the home bureau through email, greatly reducing time. The web, however, was not at this point seen as a way to distribute or research news.
• - 2000-2004 Research: The Internet developed into an information finding tool, enabling reporters to assemble facts for stories that would otherwise be unattainable. Applications such as Google Cache allowed correspondents in the field to find elusive information and file updates, reducing their previously pressing need to continuously collaborate with the home office. Moreover, as information became accessible from anywhere in the world once connected to the web, newsrooms found that they could function without some foreign bureaus or correspondents. 
• - 2004 to present Social Media: The emergence of social networking sites such as Facebook, MySpace and Twitter have affected not only the way news is reported, but how information is distributed.  As a result, traditional roles in the information stream dynamic are merging: the audience are now sharers, publishers and broadcasters as much as they are consumers of information.

It is in this current situation in which Crampton suggests news providers have lost their direction, apparently overwhelmed by the challenges thrown up by the proliferation of platforms and the attendant dissolution of information monopolies. To surmount these problems, news providers needed to proceed with a flexible, open attitude to the creation of new business models. However, Crampton indicates that their wariness led to the internal creation of limitations, citing the ongoing debate about online subsidies and paid for content as a detrimental and futile drain of resources.

Crampton felt that the traditional frameworks were restricting journalists from making "headway" in the wider field of communications and reporting. He began to "push boundaries, both externally and internally". The launch of his own blog enabled him to create his own "digital identity", establishing a persona beyond that of his employer. Indeed, the importance of 'branding' in the journalism professional was highlighted by the anecdote that when Crampton's name was typed into a search engine, whilst still at the IHT, his personal blog was listed before that of the publication. Once Crampton had left the paper, he devoted himself to diffusing information through new technologies, unrestrained by company rule and protocol. The results have been 'liberating', allowing the writer to establish a "complex and rich dialogues" with otherwise "unreachable audiences". 

Crampton offers a shining testimony to the current and potential value of new technologies in communications. It is a strong message to news providers that innovation is necessary.  Due to the use of multiple media outlets, Crampton perceives himself to be at the "front line of communication". Yet, whilst Crampton's departure from the printed press has produced exciting results, the feasibility of this as a career pathway for the majority of journalists, especially those just starting out is questionable. 

Before becoming digitally "independent" Crampton had established a reputation as a reporter, during a decade of front line correspondence for prestigious titles. These experiences, gained thanks to the printed press, would have allowed Crampton to obtain a readership, a sum of which have presumably continued to follow and recommend him as changed outlets. It may be that if reporters are to succeed on the digital and online scenes, without having the safety net of affiliation with an established publication, they need to have more ammunition than just writing ability. With the abundance of breaking news online, there is increasing demand for critical, in depth pieces written by experts.  In short, there are signs that markets are becoming more "niche" which is requiring journalists to assert their value by finding a speciality.

Could stakeholder journalism be the future?

Mark Hunter, a founding member of the Global Investigative Journalism Network and Senior Research Fellow at INSEAD spoke about what he sees as the declining credibility of traditional news and the subsequent rise of 'stakeholder journalism.' He believes that concentration of ownership has contributed to reduced credibility of traditional media as readers will increasingly question whether owners have their own agenda. Hunter sees the news industry's current problems as a vicious circle starting with this: declining credibility leads to declining audience, leading to declining revenue and hence declining capacity.

Investigative journalism is a field which is already moving out of the grasp of the media, Hunter pointed out. Sixty per cent of investigative journalism is funded by foundations rather than media, and this which leads him to suppose that stakeholder media - in other words, news generated by organisations that have an interest in the story - might be taking over the role of watchdog. Greenpeace, for example, has a long history of such journalism, such as during its confrontations with Exxon.

Stakeholder journalism differs from traditional journalism in several ways, Hunter explained. For one, it targets a different audience, focussing on informing particular communities and insiders rather than a general audience. Its expertise is narrower but deeper, concentrated on environmental or political issues, for example. Stakeholder reporting aims to accomplish a different objective: telling people what they should do, rather than just what to think about. It is transparent about where it is coming from and what it thinks is 'right,' rather than trying to present a balanced argument.

Hunter believes that the news industry will continue to shrink, and that government bailouts, for example, will not bring the public back. This will leave a growing void which stakeholder journalism will fill, heralding the return of partisan media, according to Hunter. With this comes a need for new journalistic training, as it dispels with the idea of objective media, and the need for enhanced legal knowledge. This is where OECD analysis and policy can help, he believes.

In terms of research requirements, Hunter believes that there is an "urgent need" for investigation into new business models for watchdog journalism, something which the INSEAD Social Innovation Centre and the Global Investigative Journalism Network are looking at. He also sees an "urgent need" for new codes of ethics and professional standards adapted to stakeholder media, where objectivity is no longer a core value.

Few would deny the importance of investigative journalism and the need to find a business model to sustain it. Public interest journalism, exposing wrongdoing and corruption, is clearly crucial to a democratic society. But could this be effectively carried out by interested groups rather than by an objective media presence? Stakeholder journalism has the benefit of being clear in its motives, and transparent about the fact that it is not offering a balanced argument: its bias should be obvious to readers. And more investigative stories are undoubtedly beneficial to society if they are from respectable organisations. However, it is important for the public to be able to understand both sides of a case and this is when independent, neutral third party reporting is essential. Stakeholder media can be an extremely useful supplement, but it should not replace traditional media coverage.

by Emma Heald and Christie Silk

George Brock, the current International Editor of The Times, has been appointed as the next Head of Journalism at City University London.

Brock, who will start in his position at the award-winning Department of Journalism on 1 September, said: "With the changes and challenges of digital publishing, this is an important moment for the training of the next generation of journalists. It's a great honour to lead best journalism school in the country".

A New Jersey superior court judge has ruled that a blogger who posted negative comments on a message board about a software company and was subsequently sued for defamation is not protected by the state's press shield law and may be forced to name her confidential sources. In his ruling, Judge Louis Locascio stated that blogger Shellee Hale did not provide sufficient evidence that she worked for a "legitimate" news publication and thus should not be considered a journalist.

The real issue here - as expressed by Jonathan Hart, a lawyer for the Online News Association - is not whether bloggers are journalists, but whether Hale's comments amount to a veritable journalistic work. On this point, Locascio presents several valid arguments for how he reached his decision.

Mexican journalists are being offered the opportunity to follow specialist training in "Covering Drug Trafficking". The online course, offered by the US-based Knight Center for Journalism, "combines conceptual problems and practical elements that will help journalists understand and provide responsible coverage of the complex topic of drug trafficking".

According to the programme's instructor, Columbian journalist,  Álvaro Sierra, there are currently deficiencies in the way the drug situation is treated; the focus on the most scandalous and bloody aspects distracts from more productive discussions, such as anti-drug policy, monitoring the complexity of drug movement and the existing literature on the topic.  

The Internet was responsible for Barack Obama's election to the White House, Arianna Huffington, founder of the Huffington Post claims. Although this statement will inevitably incite dissenting views, in the context of Huffington's talk on the power of the Internet it does not seem wholly unreasonable. Huffington was speaking at the Activate Conference 09, convened to discuss the social implications of the rise of the Internet and technology.  

The conference reiterated discussions of technological and cultural trends, which are conditioning not only how news needs to be presented, but how these new forms of diffusion can directly affect politics and society.

We live in a world, not a village

The directors of international journalism courses talked about the importance of internationalisation and giving students a chance to interact with other students from around the world in a bid to understand the effects of global media in a local context.

According to Eric Scherer at AFP, the future of journalism will lie in enterprising journalists and their efforts to come up with journalistic solutions that will facilitate the communication process and continuously revise the business models in place. He also believes that a new mindset will eventually need to replace the typical journalist's attitude of today, as well as in the value of a broad general knowledge base - something that internationalisation makes possible.

Tomorrow's journalists: multimedia experts, gadget geeks, engineers and entrepreneurs?

The afternoon was kicked off with a look at the way technological progress had irreversibly helped modify the journalist's job description, as well as society's expectations of the news and its relationship with this.

Everyone agreed that the Internet had become a vital part of the journalist's toolkit and Google was specifically singled out as an effective research tool, particularly as a powerful search engine. Although, Andrés Azócar, journalism director at Chile's Diego Portales University said that as students were becoming more reliant on Google, they were also becoming less capable of retaining information for themselves.

As online news becomes more and more prevalent, with an unimaginable amount of information available at users' fingertips and Internet now ranked as US consumers' top way to access their news, how can media organisations make sure that readers find their articles?  Part of the answer is search engine optimisation, which is becoming an essential part of the daily life of a newsroom. For the printed product, newspapers must try to sell the paper as a whole; online, articles can attract traffic individually as readers come across them while searching for specific topics. It is therefore important that each story, rather than simply the site as a whole, is 'optimised' to appear higher in search results. Aside from highly technical aspects like HTML meta tagging, URL structure or site navigation, what can a newspaper do to optimise its content for search engines?

How to introduce SEO to the newsroom

One major potential stumbling block is that journalists might view SEO as a way to manipulate their stories and take away their true value. So the way it is presented to staff is extremely important. And indeed, it is crucial that newspapers do not get carried away with prioritising SEO above all else. Even Google advises creating content "primarily for your users, not search engines:" it is important to make your site easily accessible to search engines but still remain focused on your visitors' needs.

Clearly, it is important for all reporters to be aware of the ways that they can make each individual article more search-friendly. After all, journalists have always wanted their stories to be as widely read as possible, in print as well as online, and are likely to be willing to help make that happen. And often, the principles of SEO echo the principles of writing a good story: such as the idea that the first sentence should be a summary of the rest of the article, containing relevant concepts or keywords. One difference is that less generic, more specific works for SEO in terms of names or concepts. Google recommends shorter rather than longer titles.

Esa Peltonen, who has been working as a web analyst at the largest Finnish daily Helsingin Sanomat for three years, said that he has worked extensively with editorial staff, for example on how to use Google, to get an idea of how users will be searching and what kind of search words people are using. Head of audience development at the Telegraph, Julian Sambles, said in March that the paper was trying to give journalists "the knowledge and understanding that they need so they can apply it to their daily production process and make informed decisions about content when they're writing or publishing it." Thinking about SEO should be second nature, he added.

Papers must also consider their goals in optimising content for search engines. As Drew Broomhall, head of search at the Times explained, if you rank success by sheer volume of traffic, then you should "write the same as everyone else but more of it and more frequently updated." However, if you are looking to increase engagement on a specific subject you need more detailed keyword analysis and niche research.

One straightforward course is the need to stay ahead of the trends: predict what people are going to be talking about in upcoming months and provide appropriate content. "Fix SEO requirements into the editorial calendar," Broomhall suggests. Obviously much news is unpredictable, but there are some events that are year-in-year-out, or which are easy to prepare for in advance, such as an election or a festival. It is necessary to consider both specific, distinct events, such as religious holidays, and longer, less defined periods such as winter travel. Articles that contain links and that have been linked to by others appear higher in search results. Therefore, with annual events, it is beneficial to link to last year's coverage and make use of old content that already has inbound links to help promote the new content.

Hiring a SEO specialist?

As well as training all reporters to be aware of the principles of search engine optimisation, many newspapers have taken the step of hiring an in-house specialist. Ideally such a person would have deep technical knowledge combined with considerable journalistic experience, but such candidates might be hard to find. Peltonen comes from a business background, Broomhall from journalism and technology.

There are also many third party services available to news outlets, supplementary to the guidance of an in-house expert, such as Thomson Reuters' OpenCalais which recently announced deals made with the Huffington Post, DailyMe and the Mail Online. OpenCalais offers an 'Archive Express' feature which can tag an archive of up to 20 million documents in 24 hours. The service 'reads' and breaks down articles into their essential elements - who, what, when, where, how - and tags and sorts them so that it is easier to bring archived articles into 'related stories' sections and improve their search relevance.

Analysing traffic

A SEO specialist would be responsible for analysing traffic to a news outlet's site, looking at how readers find content, readership patterns and what methods of optimisation work best. Peltonen explained how he started off looking at basic data such as what are the top news stories, how many people are going where on the site, and started to work out how to increase traffic. His paper partnered with Microsoft to further analyse traffic data. Such traffic data analysis can be used to spot and develop potential niche verticals to focus on, for example, by looking at repeat visitor figures.  

Google keywords

Purchasing Google keywords to guarantee that news articles appear higher on search results is one of the more costly ways for news outlets to promote their content. Peltonen said that his paper frequently buys specific words, for instance for sports events, but stressed that it would be cheaper to improve the paper's SEO. Buying keywords could also raise ethical issues, depending on the words and their context. The Sun, for example, reportedly purchased the key words 'Natasha Richardson' immediately after the British actress's sudden death in March, in what appears to be a blatant attempt to profit from the tragedy. The Guardian came under considerable criticism last August when, apparently accidentally, it purchased the Google keywords "Madeleine McCann," giving any searchers the link to its coverage of the child's disappearance. The Guardian promptly relinquished the rights, and said it would review its list of keywords. Purchasing Google keywords in order to promote a product is common practice, but is it ethical for newspapers?

Evidently, SEO strategies are necessary in today's media landscape, not only to make more money but also to spread awareness of stories and help readers find what they are looking for and therefore should be embraced by journalists and editors as well as publishers. Search engine 'friendliness' should not be prioritised over good, accurate stories but it should be used to promote such content. Journalistic training is vital in order to optimise each individual article, and larger strategic steps should be taken by editors in conjunction with SEO specialists.

On Tuesday 23 June at 14.00 London time, Drew Broomhall, Head of Search at the Times of London will be speaking at a WEF webinar on "How to teach your journalists to write for the web." More details here.

The NYT is taking its citizen journalism project seriously. 'The Local', its online section dedicated to all things community based, is delegating reporting roles to eager citizens, asking them to cover local body meetings.  

The 'missions' are posted on the website, alongside instructions and relevant information.  To sign up, enthusiasts just have to express their interest on the site, and wait to receive further 'training' and directions.  

The BBC World Service's citizen journalism project, 'Your Story' has been axed due to lack of funding, reports journalism.co.uk.

"It's sad, but funding priorities make it so," said Nina Robinson, a senior broadcast journalist who headed the service.

"The media has a duty to wrongfully accused", wrote Eamonn O'Neil on the Guardian's website yesterday.  Sadly though,  journalists and editors, apparently fearful of the professional and legal implications of fact-finding missions, are increasingly shying away from performing this duty.  Whether this is due to a lack of journalistic confidence, the constant threat of legal procedures or a response to a lack in public demand, this avoidance has deprived not only the journalistic practice of the satisfaction of fulfilling one of its great original purposes, but social justice of what was once a highly effective tool.  

O'Neil's call to arms forms part of the Guardian's recently launched 'Justice on Trial' campaign, which "aims to highlight cases where there are major concerns of a miscarriage of justice."  The project is a result of the realisation that journalism is at risk of forsaking an arguable raison d'etre; its opening statement recalls the profession's past successes in contributing to the correction of infamous miscarriage of justice cases, such as those of the Birmingham Six and the Guildford Four.   O'Neil, moreover reflects upon his own involvement in rough and ready evidence digging investigations, such as that of the Christmas Island nuclear test victims, while working at Scottish TV in the late eighties.

The future of printed media has become a major political issue in countries like the United States or France, even being debated in ad-hoc committees set up by the legislative or the executive powers. Discussions along the Potomac or the Seine rivers have been focusing on the impact of Internet and new technologies, or on the need for state subsidies.

Meanwhile, on the Vltava in Prague, a group of editors and reporters working for PPF Media, the recently created division of insurance and consumer banking group PPF, is already opening new ways of covering a whole country in what may be a newsroom of the future. With other journalists for the moment based in four provincial towns from the Czech Republic, they are launching the so-called "hyperlocal weekly" Nase adresa ("our address"), which combines print and online journalism with particular efforts to sustain high professional standards and get closer to the readers.

"It can only work with well prepared journalists who will be trained in the Futuroom, our central newsroom," explains Roman Gallo, 44, director for PPF's media strategies and conceiver of the project. "We are also opening newscafés in our local bureaus, which will facilitate the contact between Nase adresa's journalists and the public, to enrich the content of our newspaper and of its webpages," adds Matej Husek, 33, director of news operations.
 
The newspoints, combining local newsrooms and Internet cafés in often small, rural towns, may be the most visible originality of this new undertaking. A few weeks before Nase adresa's launch, for instance, PPF Media's already hired staff had the chance to taste two products, the first print prototype of the weekly, and a cake likely to be served in the cafés. "The project represents a special challenge in terms of logistics, of room for storage, as we will be managing dozens of bistrot-Starbucks-like coffee shops in local newsrooms," comments Tomas Chejn, 41, the manager of PPF Media's branded cafés, a food specialist hired for his long time experience in quality catering. Petr Vitasek, 38, the director and chief editor for the Moravia region, based in the eastern Czech city of Olomouc, thinks this effort is worth the investment, because these "well located newspoints will be critical in getting Nase adresa's journalists to work closer to their readers."
 

 
But the whole project is innovative at other, multiple levels. To start with, for the first time a newspaper's birth is tightly associated to the creation of a multi-media training center - with several international partners including Google, Atex and the World Association of Newspapers/ World Editors Forum. The Futuroom will be a newsroom in charge of assisting and training in-house editors, some having no previous reporting experience, as much as a real life teaching field for future journalists. These will include a group of students within another partnership with Brno's Masaryk University, in the second largest Czech town.

Nase adresa's approach could also become a school case due to the organization of the newsroom. "I like how the Futuroom is shaped. Journalists are not confined to one theme, like health or education, but to a way of reporting, and I enjoy changing topics," says Vendula Krizova, reporter in the "Human approach team" and young (25) like many of her new colleagues. Adds Radim Klekner, 50, who joined the "Institutional team" - after working for 10 different newsrooms - to do researches on European Union institutions in particular: "Vertical structures dominate in traditional newspapers, while in Nase adresa it is more horizontal. In my case, for instance, I will be covering many European issues based on the Czech reality."


Klekner had some doubts initially, however, because he has been covering foreign news in the past 15 years.  Why would he join a hyperlocal news project as an international editor, then? "There is a need for benchmarking with other European countries in all aspects of the Czech society, and with Nase adresa I will be able to give a EU presence in the remotest Czech villages", he believes. "Our role is to assess general issues like the lack of general practitioners in the country, compared to others, and connect them to specific cases brought up by the local newsrooms."
 

 
Local journalists with long intensive experience covering their community are also convinced they are working for an innovative project. Vitasek, in Olomouc, even tried a hyperlocal news concept on his own five years ago, called Olomoucky Tydenik. "It was a weekly published on Mondays and strong on local sports, like Nase adresa. We had to stop it after one year, but this time I have with me a 10-people team supported by PPF and by the Futuroom managers and trainers. Our office, in a central strategic area of Olomouc, will be a space for constant direct contact with readers and potential contributors."

Based on her 30 year experience in local journalism, Hana Vojtova, 52, the chief editor of the Teplice newspoint, in the north Bohemian city near the border with east Germany, also believes Nase adresa is a new improvement for community journalism: "We will get nearer to the people from the region, who are tired of politics and want to be informed on human interest stories," explains Vojtova, whose district is dramatically affected by problems like crime and unemployment. "We are going to cover better our readers's activities and their dreams!"
 

 
The project has attracted several other seasoned editors from all backgrounds, including Jiri Zavozda, 50, Nase adresa's head of the copy editing team. He just finished a seven year experience in major private television "Prima", as news editor-in-chief, after working more than a decade for national newspapers. "The TV experience was good because it teaches you how to write short, but I prefer print because it is less superficial," says Zavozda. There are other reasons why he joined the Futuroom. "I see my in-laws, who live in a little village in Moravia and who have only access to media not specifically targeted to them, national daily Mlada Fronta, newsweekly Tyden and the television. Only Nase adresa will inform them well on the Sunday afternoon firemen team's competitions, which are particularly popular in the Czech republic. We will get spectacular photos of fires being extinguished!"

Adds Peter Sabata, 48, the editor-in-chief responsible for the local newsroom: "I strongly believe in the hyperlocal level of information, with the combination of newspoints, and print, online journalism. The weekly will be a bridge from now to the near future, when everybody in the regions will be connected." Sabata just moved back to the Czech republic after eight years at the head of national Slovak paper Pravda's newsroom.

 
Other Nase adresa team members are particularly enthusiastic because of the new challenges specific to a project combining teaching and praxis, online and print journalism, so far never achieved at such a level. Ondrej Besperat, 31, who manages the photo-video team in a duo with veteran photojournalist Jan Silpoch, is well aware of the differences between shooting for a newspaper or for a website. Before joining the Futuroom, he was a photographer for national daily Hospodarske Noviny and then worked for Aktualne.cz, the successful, Internet-only Czech media outlet. "In printed media, you have to do one or two pictures a day, and you invest all your energy in the best one, while in Internet, you try more different perspectives as you know that several pictures are likely to be released for each story."

Besperat anticipates he is likely to spend two third of his time training reporters from the local newsrooms, at the beginning at least. "One of the main challenges will be to shoot sport with our standard high-end amateur cameras," he says. "The idea is not to have journalists who do everything all the time, but reporters who are multifunctional, able to provide good texts and images."

 
Nase adresa will also represent new challenges beyond the expertise usually expected from  journalists, especially for the local chief editors who will have to look after a coffee shop part of their time. "Ten years ago I had a short experience working for Coca Cola, but this will be new because I am not at all a food and beverage specialist," laughs Vitasek, in Moravia. Krizova, who is glad to cover very diverse topics, is also ready for another type of special assignment as a young reporter. She will be asked to take care of children visiting the Futuroom - turned into a "Junioroom" or "media camp" - to learn how to write an article or produce a video footage.


PPF Media's project will be preparing new generations of journalists and not just showing new forms of getting and providing the news.
 

BACKGROUND
The Czech Republic is a country of 10 million people living in 14 regions subdivided in 75 districts in total. Until 20 years ago, only the government and Communist Party related entities could publish newspapers. This was also the case for the regional dailies, and for more local publications at district or town levels. German group Verlagsgruppe Passau took over most of them in 1990 and after, under its Czech branch Vltava-Labe-Press which currently controls over 10 weeklies and over 70 dailies called Denik ("daily", followed by the name of the concerned locality). Nase adresa will have no direct competitors except in a few cases, because its editions will typically cover areas of 20-30,000 people while Denik and its affiliates are designed for larger groups, of over 100,000 inhabitants on average.