This post from Mulin Blog is applicable not only to my blog here but to anyone in the media field and gives a good sense of how media and the way consumers find and engage with content produced by a news source. For the purpose of this blog, this interview gives idea on how to expand my reach and audience and makes me think of how to share my stories more effectively with an audience.
Other than for this blog however, this story really hits home in my job as Editor-in-chief of The Vista. It was interesting to see just how a large news corporation such as Gannett is going about modernizing their newsrooms to make for this new generation of news journalism. The idea of strategic communications has been around for awhile now, but it seems as just within the past two or three years it has really come into it's own on making journalism more local, focused on specific publics, and more reactive and receptive to their listeners.
It's no longer about just posting news stories and hoping the public reads them, a journalist must promote and interact with the readers of the story in a strategic way that goes far beyond what was done by journalists in the past. That is part a function of the modern technology that society has at it's fingertips now, an partly because of the way that technology and the speed of delivery of news has fragmented societies attention and attention-spans to the point that even the most thoughtful and well written story won't stand up on it's own anymore to the average audience, there must be promotions, and strategic planning, and social media engagement, and marketing behind any piece of content placed on a site.
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