The future of journalism (and what it means for public participation & media relations professionals)

“This newsstand closed due to overwhelming theft.”

Over last weekend, I attended the We Make The Media conference at the University of Oregon’s Turnbull Center. The purpose of the conference was to discuss the future of journalism, both in general, and in the Portland metropolitan region. I have already commented on the experience of attending the conference, but now I’d like to examine some of my takeaways from the event with an eye towards how the changing nature of journalism will affect the public participation (P2) (and to a lesser extent the media relations) profession. Although this event centered on this region, the lessons learned are broadly applicable.

First, the division between traditional journalism (as defined by the postwar mediums of print, radio, and television) and new media / amateur / citizen journalism is gone. Today, there are just as many people turning to new media journalists for news as to traditional sources. In many cases, the quality of the content being produced by the non-traditional media is just as sophisticated and readable as the traditional media. (Example: Jonathan Maus’ BikePortland.org.) It is no longer access to technology and distribution that determine who the media players are, giving content (be it subject or quality of reporting) more primacy.

This rise in citizen journalism will mean that the P2 and media relations fields will need to work closer and closer, not just on planning how to inform people about projects, but also in what channels and methods of communication to utilize. Gone are the days when media relations can center a media campaign around a press release mechanism. Further, it will be necessary to provide specific media outreach to non traditional media, meaning that you might be listing the contacts for “citizen joe’s blog” right alongside your contacts at the local daily newspaper on your media Rolodex.

As the Chinese wall between media relations and P2 is brought down, it will be important for the strategies of both efforts to be one. The work and words of a public information officer (PIO) will no longer be able to be at odds with or independent of P2 efforts.

The second major change in the media landscape is directional: media is now fully two-way. Centralized hierarchy based media is waning rapidly. While it may never go away completely, it may very well lose its primacy, especially among certain segments of your stakeholder base. In its place is technology enabled new media that makes two-way communication the center of its structure.

Media and public outreach, then, becomes less about disseminating information to the public and more about facilitating that most basic unit of communication, the conversation. This means that PIO/P2 people need to be prepared to respond to and dialogue with stakeholders. Don’t do what most newspapers do with their online content and assume that providing a comments functionality is enough. Use comments sections and other technology tools to acknowledge and in some cases respond to stakeholder input. Talk to each other, not at each other.

Third, accept that media is now multichannel than just three mediums. Using just one form of social media to communicate with, for example, is not enough. Not everyone is going to use Facebook or Twitter, powerful and popular as they are. Use them, sure, but keep an eye on the horizon for the next social media tool, and evaluate these new tools routinely to assess them for inclusion in your outreach kit. Note: don’t automatically join and use every social media tool you encounter, either; an article about social media on Mashable from 2007 listed over 350 different social media sites, and (as commenters to the story noted) it was incomplete even then. Follow Alexander Pope’s advice on fashion: “Be not the first by whom the new are tried / Nor yet the last to lay the old aside.”

Lastly, be aware that as traditional media wanes, the digital divide will shift into a media divide. Those without Internet access will be less and less likely to be served by analog forms of media, especially newspapers. Your organization may need to pick up the slack by producing its own analog media to reach those who are elderly, low income, or otherwise unable to utilize web-based media.

Newsletters and fliers, however, will likely not be enough, and will not deliver to your organization the two-way communication it will get from new media forms, thus disenfranchising some stakeholder groups. The solution? Mark out your calendar for more time out of the office and in people’s businesses, front porches, and living rooms. Pound the pavement, but before you do that, get yourself and your fellow P2 practitioners more training on interpersonal and small group communication as well as conflict management. Don’t put your people on the front line without the tools to survive exchanges in a healthy and positive way.