{"id":4299,"date":"2010-12-22T14:22:11","date_gmt":"2010-12-22T13:22:11","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=1946"},"modified":"2010-12-22T14:22:11","modified_gmt":"2010-12-22T14:22:11","slug":"expanding-horizons-at-newsrewired","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/expanding-horizons-at-newsrewired\/","title":{"rendered":"Expanding horizons at news:rewired"},"content":{"rendered":"

Last Thursday, Cision once again had the pleasure of being involved in journalism.co.uk<\/a>‘s news:rewired<\/a> conference . It was my first chance to attend the event, and as a former journalism student it was great for me to see where some of the profession\u2019s brightest and best see it heading.<\/p>\n

And that seems to be toward an ever-broader skillset. The \u201cdigital production desk\u201d panel<\/a> – Michael De Monte (ScribbleLive), Jonathan Richards (The Times), Martin Stabe (FT.com) and Vicky Taylor (Channel 4) \u2013 probably provided the most comprehensive argument for journalists (and therefore PRs) to keep expanding their horizons. Today\u2019s newsrooms are about so much more than sourcing and writing stories: there’s design, community management, live blogging, social media promotion, as well as the more technical aspects of SEO discussed in detail during Malcolm Coles\u2019s afternoon masterclass<\/a>.<\/p>\n

(It\u2019s worth noting that number of these tasks were identified in Cision\u2019s European journalist surveys<\/a> earlier this year \u2013 and that some of the others are likely to form the basis of next year\u2019s survey. Watch this space.)<\/p>\n

Unsurprisingly, much of the day was spent working out how to pay for all these new skills. In that light, the ability to mine and profitably interpret data could be the single most important element for news organisations, and as such was a major component in a couple of other standout talks, from the FT\u2019s Mary Beth Christie and The Times\u2019 Joanna Geary.<\/p>\n

Geary, who is community manager for TimesOnline, provided an opening keynote<\/a> that went behind The Times’s notorious paywall. It\u2019s clear that her role is at the heart of the paywall strategy \u2013 without drive-by search traffic, the site will only work if it can maintain community loyalty. If the job title sounds a little fluffy, the reality is far from it \u2013 rewarding readers involves the kind of targeting that\u2019s only achievable through serious data-mining and detailed analytics.<\/p>\n

Big thanks to all the speakers, and to Laura, Jon, Jonny and all at journalism.co.uk for putting on another great event. Seasonal best wishes to all those involved too \u2013 and to you, gentle reader.<\/p>\n

See you in 2011.<\/p>\n","protected":false},"excerpt":{"rendered":"

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