Pause for the Future of Print Media
With the current economic climate, declining advertising sales and the growth of internet, print media is facing an uphill battle. More and more, people are turning to different sources to get their news and they are demanding to be part of the process. Some journalists are swimming against the tide and resent the fact that the new form of online discourse is questioning their credibility and superiority over society. But, others have a different perspective.
In 2007, a former group of journalists from Libération in Paris decided to create Rue89, an online news site. Instead of ignoring the prevalence of online media, they decided to join in. Their forward-thinking approach goes a step further and engages people to participate in a live blog and suggest what topics they would like covered. (Source: International Herald Tribune)
Rue89’s slogan is “Information with three voices. Journalists, Experts, Internautes.” The concept is strategic information sharing between its journalists, outside specialists and internet users.
Paul Riche describes the concept as a “Possible version of the future for global news media as it responds to the challenges of the internet.”
What Made Me Pause?
In PR, we are trained to pitch media. We work behind the scenes to influence what is deemed worthy to be front page, above the fold. So what does it mean to us if internet users also begin to pitch their stories? The rules of media relations and our role within it begin to shift. But, is this to our advantage?
If our audiences are telling us what they read about in the news, then we can meet those demands and give them exactly what they want. It becomes a win-win-win.
The French have realized that exclusive journalism only leads to failure. So, while they sip their café au lait and ride this new wave of online media success, the question becomes, will this trend catch on? Will Canadian journalists learn from the French and realize that criticizing online communities and their credibility will only lead to their own demise? The only lifeline journalists have left is to become an active player in the game of online media.
Melissa
