1. Be more open
Traditional media used to be like a fortress, Ingram said, with people behind the walls doing things that the rest of the world couldn’t see. Now, there are so many ways now for publishers to interact with their audiences, and as Clay Shirky said, publishing is no longer an industry, it’s a button on a site.
You can do better journalism by embracing rather than ignoring these facts, Ingram said. He recommended that publishers should be thinking, “How do we help them [the audience] tell us the things that they know about the stories we are writing?”
The Guardian is doing this particularly well, he specified.
2. Give credit
“I think the most fundamental aspect of publishing online is the hyperlink,” said Ingram. Linking allows you to both give credit and support an argument at the same time, he pointed out. For him, an online article that has no links in it is “a lower form of journalism.”
Linking to other sources that you use is essential, he said. “We can’t pretend that all the things we generate inside the fortress are the only things that have value.”
“I’m often critcised for putting too many links in my blog posts,” he commented, but he continues to use as many as possible, just in case people might want them.
3. Be more human
Apologise when you make mistakes, Ingram recommended. Admitting mistakes can make readers trust you more, while ignoring mistakes will mean they will lose trust.