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OUTREACH IN THE DIGITAL AGE

This paper explores effective digital communication strategies for journalists and organizations in the contemporary landscape of viral content. It highlights the importance of verification in journalism and outlines practical steps for creating compelling and trustworthy narratives. The work underlines the role of social media engagement, collaborative networks, and ethical standards in redefining how news is disseminated. Additionally, it considers case studies and successful campaigns that illustrate the mechanisms behind virality and community trust-building in journalism.

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OUTREACH IN THE DIGITAL AGE

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  1. OUTREACH IN THE DIGITAL AGE Rina tsubaki European journalism Centretsbaki@ejc.net

  2. 1: Introduction2: What goes viral?3: DIGITAL COMMUNICATION Strategies FOR UNU: IDEAS

  3. European Journalism Centre (EJC) An independent, international, non-profit foundation supporting ethical and innovative media through training, events and networks. We... • Equip media professional with tools and skills for the future • Build international networks of journalists and experts • Promote media that is independent and ethical • Lead and help to define innovation in journalism

  4. Verification Handbook

  5. Verification Handbook • Focus：How to verify user-generated contents • Date：28 January, 2014 • Target：Journalists, first responders, researchers • Editor：Craig Silverman, Poynter Institute • Authors：22 experts from media/international orgs incl. BBC, ABC, The Guradian, Storyful, Buzzfeed, Amnesty International, UN, WITNESS etc. • Language：English, Arabic, Spanish, French, Portuguese, Ukrainian, Japanese, Croatian, Greek etc

  6. Verification Handbook: Index • Chapter 1: When Emergency News BreaksCase Study 1.1: Separating Rumor From Fact in a Nigerian Conflict Zone • Chapter 2: Verification Fundamentals: Rules to Live ByCase Study 2.1: Using Social Media as a Police Scanner • Chapter 3: Verifying User-Generated ContentCase Study 3.1: Monitoring and Verifying During the Ukrainian Parliamentary Election • Chapter 4: Verifying ImagesCase Study 4.1: Verifying a Bizarre Beach Ball During a StormCase Study 4.2: Verifying Two Suspicious “Street Sharks” During Hurricane Sandy

  7. Verification Handbook: Index • Chapter 5: Verifying VideoCase Study 5.1: Verifying a Key Boston Bombing VideoCase Study 5.2: Investigating a Reported ‘Massacre’ in Ivory CoastCase Study 5.3: Confirming the Location and Content of a Video • Chapter 6: Putting the Human Crowd to WorkCase Study 6.1: Tripped Up by Arabic Grammar • Chapter 7: Adding the Computer Crowd to the Human CrowdCase study 7.1: How OpenStreetMap Used Humans and Machines to Map Affected Areas After Typhoon Haiyan

  8. Verification Handbook: Index • Chapter 8: Preparing for Disaster CoverageCase Study 8.1: How NHK News Covered, and Learned From, the 2011 Japan Earthquake • Chapter 9: Creating a Verification Process and Checklist(s)Box 9.1: Assessing and Minimizing Risks When Using UGCBox 9.2: Tips for Coping With Traumatic Imagery • Chapter 10: Verification Tools • Appendix: “VISUALIZE JUSTICE: A Field Guide to Enhancing the Evidentiary Value of Video for Human Rights”

  9. Verification Handbook: IMPACT • 15k+ PDF downloads within 2 months • 300+ original articles/features • Coverage from major media outlets and journalism organisationsincl. WAN/IFRA, Columbia Journalism Review, Fast Company, PBS Media Shift, The Next Web, American Press Institute, Harvard’s Nieman Lab, ReliefWeb etc. • 1515 original tweets within 3 days • Tweets: https://storify.com/wildflyingpanda/verification-handbook • 150+ countries visitors

  10. 1: Introduction2: What goes viral?3: DIGITAL COMMUNICATION STRATEGiesFOR UNU: IDEAS

  11. What goes viraL? Campaigns & contents that went viral. Examples of non-profits and international organisations.

  12. JonahBerger’s 6 STEPPS • Social Currency • Triggers • Emotion • Public • Practical Value • Stories

  13. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  14. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  15. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  16. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  17. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  18. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

  19. 1: Introduction2: What goes viral?3: DIGITAL COMMUNICATION STRATEGiesFOR UNU: IDEAS

  20. Brainstorm • Ask the big questions: 1) Why do we even exist?2) What are we offering? • Identify who your target audience is and their desired behaviour • Brainstorm what you want to achieve and set your goals • Create a long-term strategy and build trust through engagement

  21. Don’t Use social media for PR. Contexualise& Engage.

  22. Think from audience’s point of view.

  23. Run online contests.

  24. Establish contacts with influencers.

  25. Train the trainers & EDUCATORS.

  26. Be part of the school curriculum.

  27. A few examples: EU DELegation in JAPAN • EU School Project 'The EU comes to Your School' 2014 • European Union ambassadors and diplomats in Japan visits high schools • Since March 2007 • 300,000 high school students reached • EU Institute in Japan (EUIJ) • Promote academic cooperation and education between Japan and Europe • Provide EU-related courses, special lectures by European professors, scholarships for undergraduate and graduate students, joint research and academic exchanges between Japanese and European universities.

  28. A few examples:Japanese association of newspapers (NSK) • Newspaper in Education (NIE) • Started in the US in 1930s • 1985 In Japan • 74 countries participate in NIE • Elementary schools to high schools (415 schools in 2014) • Annual conference for educators, journalists, NIE managers at national/regional newspapers • NIE advisors: training/seminars in different locations • Media literary contests

  29. Engage with the future stakeholders.

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