Rural and Community Journalism: Personal and Professional Al Cross, Director Institute for Rural Journalism and Community Issues

The BEST thing about community journalism is that you get to write about people you know.

The worst thing about community journalism is that you get to write about people you know.

Community journalism is “relationship journalism” Closer and longer-lasting relationships with:

Community journalism is “relationship journalism” Closer and longer-lasting relationships with: SUBJECTS of your stories, editorials and columns

Community journalism is “relationship journalism” Closer and longer-lasting relationships with: SUBJECTS of your stories, editorials and columns SOURCES for your journalism

Community journalism is “relationship journalism” Closer and longer-lasting relationships with: SUBJECTS of your stories, editorials and columns SOURCES for your journalism READERS, LISTENERS AND VIEWERS

This man knew both community and metropolitan journalism: “I believe that the country weekly acts as a form of social cement in holding the community together.”

This man knew both community and metropolitan journalism: “I believe that the country weekly acts as a form of social cement in holding the community together.” “The fact that a man is a newspaper reporter is evidence of some flaw of character.”

The Conundrum of Community Journalism LBJ reflected the difference in perception, and sometimes reality, between community and metropolitan papers

The Conundrum of Community Journalism LBJ reflected the difference in perception, and sometimes reality, between community and metropolitan papers More importantly, his quotes illustrate the fundamental conundrum that faces community journalists

The Conundrum of Community Journalism LBJ reflected the difference in perception, and sometimes reality, between community and metropolitan papers More importantly, his quotes illustrate the fundamental conundrum that faces community journalists: To be a good one, you must be both a good journalist in the professional sense, and someone whose role in the community is a net positive – and is perceived as such.

The Conundrum of Community Journalism LBJ reflected the difference in perception, and sometimes reality, between community and metropolitan papers More importantly, his quotes illustrate the fundamental conundrum that faces community journalists: To be a good one, you must be both a good journalist in the professional sense, and someone whose role in the community is a net positive – and is perceived as such. You must assist that perception by clearly and humbly explaining your institutional roles

The Institutional Roles of Community Journalism

The Institutional Roles of Community Journalism Informing the community without fear or favor, in stories, photographs and other media

The Institutional Roles of Community Journalism Informing the community without fear or favor, in stories, photographs and other media Convening the community in a fair forum, on your editorial page and Web site

The Institutional Roles of Community Journalism Informing the community without fear or favor, in stories, photographs and other media Convening the community in a fair forum, on your editorial page and Web site Leading the community by taking stands, or at least providing analysis and perspective, on important issues

The Institutional Roles of Community Journalism Informing the community without fear or favor, in stories, photographs and other media Convening the community in a fair forum, on your editorial page and Web site Leading the community by taking stands, or at least providing analysis and perspective, on important issues – AND by playing a civic role much like that of any other community member, while making clear that a journalist’s first obligation is to the community as a whole, not any particular interest, including your own

Explaining Yourself Reporting is an unnatural act

Explaining Yourself Reporting is an unnatural act The concepts and perceptions of reporting and journalism are changing

Explaining Yourself Reporting is an unnatural act The concepts and perceptions of reporting and journalism are changing Our allegiance is to facts, and to the public

Explaining Yourself Reporting is an unnatural act The concepts and perceptions of reporting and journalism are changing Our allegiance is to facts, and to the public Regardless of its commercial circumstances, journalism has a special mission; it is more than a job, it is a calling; it is more than a business, it is a form of public service that has some special obligations to the public – and to itself

The Fundamental Task To be a successful community journalist, you must successfully manage the conflicts that constantly arise between your two roles:

The Fundamental Task To be a successful community journalist, you must successfully manage the conflicts that constantly arise between your two roles: The PERSONAL and The PROFESSIONAL More on this later . . .

Editorial Leadership Keeping public service at top of mind

Editorial Leadership Keeping public service at top of mind Having a conversation with readers

Editorial Leadership Keeping public service at top of mind Having a conversation with readers Providing a fair forum

Editorial Leadership Keeping public service at top of mind Having a conversation with readers Providing a fair forum Taking a stand, carrying a cause

Editorial Leadership Keeping public service at top of mind Having a conversation with readers Providing a fair forum Taking a stand, carrying a cause Comforting the afflicted, afflict the comfortable: Give voice to the voiceless and speak truth to power

Editorial Leadership Keeping public service at top of mind Having a conversation with readers Providing a fair forum Taking a stand, carrying a cause Comforting the afflicted, afflict the comfortable: Give voice to the voiceless and speak truth to power No one else can do it like you can

Editorial Leadership Explaining yourself Must include convening Taking stands: Why don’t more do it? Fear Fatigue Laziness In the wrong job

Editorial Leadership Begins with the basics:

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you Always have a cause; stand for something

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you Always have a cause; stand for something Supporting popular causes makes the less popular easier to sell

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you Always have a cause; stand for something Supporting popular causes makes the less popular easier to sell Make friends and build alliances

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you Always have a cause; stand for something Supporting popular causes makes the less popular easier to sell Make friends and build alliances Be seen as a community builder

Editorial Leadership Sometimes it calls for courage

Editorial Leadership Sometimes it calls for courage The personal vs. the professional

Editorial Leadership Sometimes it calls for courage The personal vs. the professional Challenging longstanding wrongs

Editorial Leadership Sometimes it calls for courage The personal vs. the professional Challenging longstanding wrongs Cautionary but inspirational stories

Editorial Leadership Sometimes it calls for courage The personal vs. the professional Challenging longstanding wrongs Cautionary but inspirational stories Tom and Pat Gish of The Mountain Eagle: Crusaders AND community publishers

Editorial Leadership Sometimes it calls for courage The personal vs. the professional Challenging longstanding wrongs Cautionary but inspirational stories Tom and Pat Gish of The Mountain Eagle: Crusaders AND community publishers Sometimes the role is civic, too

Institute for Rural Journalism and Community Issues www.RuralJournalism.org

Editorial Leadership Begins with the basics: Strong news coverage: If you give them information that appeals to them, they will pay attention to you Always have a cause; stand for something Public records can be the key Build circulation and trust Provide gut checks for you: Tough calls on the small things help you make tougher calls on the big things

Weeklies and the Internet Digital advertising will exceed print this year Fastest growing type of online content is video Social media redefining “community” Broadband reach will keep increasing Even if you have local information monopoly, you are in competition with all media for time and your publication schedule is an anachronism Local, online competition is already out there The cost experimenting is low; do it now and protect your franchise

Weeklies and the Internet Pay walls? Combined subscriptions? Whatever you do, protect your franchise, serve your readers and create traffic by putting online content that you can’t put into print

Weeklies and the Internet Daily updates (can be limited) Breaking news Events calendars; make them searchable Video (as simple as a meeting segment) Long-form video or photo presentations Photo galleries (Soundslides is easy to use) Source materials Databases of public records Reader-generated content