The changing face of media, Part III

The tail wagging the dog

The adoption of the new media distribution channels offer newsrooms tremendous information previously unavailable in the form of a “two-way street” where the reader is engaging the organization. By providing the reader a sense of ownership though highly interactive, conversational or participatory elements, a sense of ownership, confidence and trust in the brand is fostered further enticing them to increased visits and engagement. Those readers that are engaged should be recognized not only on the new media channels, but also in traditional.

Take all feedback, whether from email, comments, discussion forums, or statistics as cues for newsroom “follows.” Allow the reader to become the newsroom’s ombudsman.

Sites without adequate participatory elements to allow for the free flow of conversation with the newsroom will force the reader to competitors, both local and global, or to simply build their own “soapbox” in the form of a blog or website. To those already lost, the newsroom should reach out by investing the time and the proper tools to provide them the means of voicing their opinion.

Tuesday: Newsroom Staffing