Skube's talk

Focused collaborative efforts are hot, hot, hot

Lisa Skube, a 2010 – 2011 Reynolds Journalism Fellow, and West Seattle native, is conducting a series of small gatherings, bringing together local community news networks, collecting feedback that will inform the creation of an online platform for sharing, discussion and collaboration slated to launch early year 2011. The project, titled the Journalism Accelerator, borrows from the simplistic nature of successful community web based social platforms and aims to facilitate faster, rated information sharing between journalists.

Fifteen people gathered at the Alki Arts Center in West Seattle November 16th for the discussion which covered topics from the shared stake between journalists and their audience, to how they can serve as allies and resources to each other, to understanding journalism content as product. “Those organizations growing their audience tend to be those that are mission oriented,” says Skube. “Their content inspires and empowers relationships and a sense of community.”

Relational information works best when an organization has determined what the unique impact and benefit their message is having on their community, with a full grasp of what would be lost without that message.

“Experiments that aim to learn something and report clearly what they learned tend to get more traction,” says Skube.

Projects which are simply focused on old revenue models which reflect product and audience no longer seem to get very far unless there is a narrative developed – a conversation which can build over time between the organization and its audience.  Without that deeper connection, the modern audience tends to simply take the information, then go somewhere else to talk about it.

Part of Skube’s project plan is to examine various journalism websites to see if and how that connection is being built by asking the site creators what values they think they’re giving their community and then go out into the community to ask what values community members are receiving from those sites.

“A focus on relational impact is new to journalism,” Skube said. “We have to better understand value. How do you know if your content is connecting? It’s not just about page views anymore.”

Journalism organizations are having to learn new ways to serve and function. User generated content is an incredible opportunity to tap into a community’s often hidden needs, as well as a way to empower people in a community to realize they have a voice. Creating a narrative out of site metrics can prove to be a very powerful tool to attract funders.

“Journalism is morphing into something quite different,” says Karen Rathe, a journalism teacher and the University of Washington. “They keep saying journalism is dying. But there are 30 applicants for every 20 positions out there.” The need for savvy, updated information and education, as well as new tools for serving both journalists and communities – taking their interactions to the next level – has never been greater.

WATCH A VIDEO of the gathering. posted by Lisa Skube at: http://wanewscouncil.org/2010/12/22/what-are-the-information-needs-of-the-puget-sound-region/

2 thoughts on “Focused collaborative efforts are hot, hot, hot

  1. Patrick Robinson

    Since we operate both newspapers and websites in our communities we are interested in being part of this conversation. Thousands of people read and interact with us regularly and having served our communities for decades we would appreciate being included.

    West Seattle Herald
    Since 1923

    1. Cate Montana Post author

      Hi Patrick –

      Thanks for posting!

      We would encourage you to join our JTM website (although we’re still initiating a transfer of information from our old site and everything is still not quite tweaked) so you get all our news and invitations to the various conversations we’re involved in. Also you can join our Google group at http://groups.google.com/group/jtmlist.

      Are you aware of the upcoming Seattle Town Hall discussion on Dec. 16th? It’s with the authors of a new book on the news media:

      “BLUR — How To Know What’s True in the Age of Information Overload,” with authors Bill Kovach and Tom Rosenstiel, of the Project for Excellence in Journalism, in Washington, D.C., and authors of “The Elements of Journalism.”

      DATE: Thursday, December 16, 2010 | 7:30 – 9pm
      Location: Great Hall, enter on 8th Avenue between Spring and Seneca

      Once again, thanks for commenting. If you have any questions, please let me know.

      Regards,

      Cate Montana
      JTM Information and Outreach Coordinator

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