Blogging Week #1: why journalists must blog and how
In this week-long series, I’ll be explaining why you really can’t ignore blogging if you’re a journalist. I’ll guide you through the basics of getting started, and reveal some top tricks for making blogging work for you.
When I wrote my first blog post in October 2004, the word ‘blogging’ was only just being used. It had only just – perish the thought – made it into the Oxford English Dictionary.
And I’d never really heard of it either, until Warwick University, where I was studying, introduced its own in-house blogging platform: Warwick Blogs. If the name wasn’t very imaginative, the idea certainly was – to give every student at the university the opportunity to create their own blog & website and get publishing online.
And thousands of us did. We wrote serious blogs about politics, ones with funny pictures and rude jokes and even some about student union politics. We were the only student body, other than Harvard I’m told, to be doing it.
Fast forward nearly six years and a lot has changed.
Blogging is now part of the media mainstream, a viable source for news stories, opinion and gossip. It’s not just bored students writing now either: single mums in Tyneside, GPs, policemen, prostitutes and yes, even the journalists themselves from Jon Snow to Nick Robinson.
For me, blogging has transformed from a revision-avoiding-hobby into a career changer. It has got me work, training and speaking gigs, and a bit of money. I’ve seen my readers start small, before growing by more than 10,000 visits a month in just twelve months (I’ll explain how this week).
Although it has never made me a penny directly, blogging is a huge part of the work I do, which is why I think almost all journalists need to blog–about something.
What is the point of a blog?
A blog (or web-log to give it its full dues) is sort of like a regular diary entry. Except you put it on the internet. And make it something a specific group of people might actually want to read. The thing that actually makes a blog a blog (and not a normal web page) is its RSS feed, which identifies each individual post as part of a larger series and delivers new posts to peoples’ newsreaders or inboxes.
It usually includes meta-data, like a date, author and tags. Having a single page, where you paste a bit of text on top of older text (like this one) is not a blog (although it may claim to be) – it’s just a web page with text on it.
If you’re running a larger website a blog is a good way to remind people you’re still alive, and publish engaging valuable content which gives them a reason to keep coming back.
6 reasons why you really must have a blog
01. you’re a specialist in your field
Probably the group most in need of a blog are specialists. If your beat is windsurfing, green technologies, Indian politics – whatever – you *must must must* update a regular blog.
Otherwise how is anyone going to know you’re really a specialist? It’s a great place to update new ideas and gives you a platform for research which might not make it to the mainstream. If your paid work is drying up, a blog keeps you in the loop hunting for stories.
I’ve mentioned Angela Saini several times before because she’s got it covered. She uses her blog to promote herself as an expert science journalist (and she now has a book on the way).
The aim: to create a blog which is the ‘homepage’ for your particular niche. If your blog is the first place people go to find news on green technology, you have established yourself as an expert in the field. Cue more work.
02. you’re a freelance journalist
The other group who really need to embrace blogging are freelance journalists. If you’re working for yourself, trying to tout your wares in a crowded marketplace, a blog is one of the best ways to remind people you’re still alive – and prove you know what you’re talking about.
Your blog should sit alongside your own portfolio website (and ideally be connected to it). You can write about whatever really, although a niche expertise is best. Use it as a place to sound out stories, or even just practice your specialism – for example if you’re a freelance photojournalist, make sure you update your blog with new images every week.
The aim: to run a blog so interesting, editors are reading it regularly and approaching you (yes, approaching you!) with work.
03. you’re a foreign correspondent or hyperlocal reporter
For journalists covering an international beat, a blog is a lifeline. You can use a blog in two ways: the simple way, which is to create regular updates about your work in whatever country you are in. “I’ve been researching a piece on the Rwandan elections today…” or “I’m filming a piece for The Times Online this week”; or the cunning way, which is to launch your own one-person news service.
In this instance, the blog actually becomes a stream of articles, video, audio you are producing in your patch. You make it whether it gets bought or not, and the blog becomes a regular platform. And there’s proof this works. Deborah Bonello used her website MexicoReporter.com to boost her profile in Mexico; Graham Holliday‘s Kigali Wire covers his beat in the Rwandan capital in the same way.
The aim: to run a blog which establishes you as an expert in your particular location. It should get you work both in the mainstream media, but also create revenue streams within the local/expat community too.
03. you work for a big organisation
Even if you’re not a freelancer, running a blog about your beat is a great way to connect to your audience on a new level. Jon Snow’s popularity has increased because of his frank writing in his regular SnowBlog. People check Robert Peston‘s blog for business news and for a bit of personal comment. People like to read Nick Robinson‘s blog to find out what corridors of power he’s been snooping around today.
Not only can a blog help you connect with your audience, it can build you a community of fans, and even turn into a source for stories and case studies.
The aim: to create a blog which makes you look less like a corporate machine and more like a human.
04. you love something outside journalism
Yes, it’s possible! Some people have interests which have nothing to do with journalism!
If you can’t muster the energy to blog about your work, then your hobby is just as good. Why? Because if you’re into something then chances are thousands of other people are too. A lot of lucky people (like Lauren Luke) have turned their hobby into full time work by using a blog in the right way.
The aim: to create a blog and build a community around a passion. It keeps you writing and helps you practice audience engagement (vital skills for journalists) – as well as helping you pursue your personal interests.
05. you’re a student
Last but not least – the student journalists.
You have no excuse. Get a blog. Get writing. Get used to it. Blog about what you’re learning, or what you want to learn. Use it to get involved in the debate about the future of journalism.
Or even better, if you know your future niche, get writing about it straightaway. It takes at least 18 months of awesome content to really build a following and reputation so use your student time to do that.
The aim: to either become the next Josh Halliday, Michelle Minkoff or Dave Lee and have your blog catapult you into a job at the Guardian, Washington Post or BBC; or have established yourself as a leading expert in your field of interest by the time you graduate, so you can power straight into independent work.
If you know any other cool ways for journalists to use a blog, you know where the comments box is!
Journo-blogger of the day: Paul Balcerak
American journalist Paul Balcerak (@paulbalcerak) works for Sound Publishing and runs a personal blog on practical journalism which the perfect mix of new ideas, tips and analysis.
It’s a WordPress hosted blog which he cleverly uses alongside a tumblr blog, on which he shares briefer observations.
Paul writes several times a week, but has always stood out in my Google Reader because of the quality of his ideas and analysis – good proof well thought out ideas and content wins the day.
Tomorrow: from WordPress to Posterous – the different platforms available and how to use them!
6×6: business
The fourth in a series of 6 blogs, each with 6 tips for the next generation of freelance multimedia journalists.
business
While the news industry is still in an uncertain and uncomfortable state of flux, one certainty has already emerged: journalists can no-longer just be journalists – they must be entrepreneurs too. It’s the difference between the ‘passive’ freelancer who writes to a few editors and waits for the work to come to them, and the ‘active’ freelancer who run themselves as a mini-business.
Until J-schools start adding business skills to the curriculum this will be something we’re all going to have to teach ourselves.
01. diversify
If you went into journalism to become a TV news reporter, and just a TV news reporter, the sad news is those days are over. As are the days of being paid to stay in nice hotels in foreign lands drinking cocktails.
In order to maximise your income, you will need to diversify your skills base. That means selling a range of skills and service, and not just journalism related ones. I know radio journalists who have a nice sideline designing websites, video journalists who run training courses, and photojournalists who work for non-profits.
Training can often be the most lucrative of these – but only consider this if you really know what you’re doing!
Diversify too in your client base. Pity the news-snob who just pitches to the New York Times and The Guardian! The digital revolution means there are more online-only news outfits, but they can be easier to pitch to.
Freelance science journalist Angela Saini offered me this advice recently: “I think it’s almost impossible to survive right now unless you freelance in more than one medium – so as well as doing VJ work, you may have to do radio and print too.”
If you’re a radio journalist you won’t survive as a just a radio journalist. Pitch for video, online, print…everything! Profiling multimedia journalist Jason Motlagh, David Westphal notes:
Motlagh doesn’t just write stories. He shoots still photos. He shoots and edits video. He does audio. He blogs. He narrates slide shows. And because he does all of those things, he says, he has a huge advantage over free-lance foreign correspondents working in a single medium.
Having multiple media skills is “still unusual,” he said. “There aren’t a whole lot of people yet who have gotten up to speed. If you are, you can make clients an offer they can’t refuse.”
02. find new markets
The entrepreneur, although a business profession, requires a lot of creativity. Just ask Richard Branson. From what I’ve gauged you have to be constantly brainstorming new markets and potential clients. And thinking outside the box reaps rewards.
Career evangelist and author of the popular new book Career Renegade: How to Make a Great Living Doing What You Love Jonathan Fields explores how to sidestep traditional career paths to forge your own unique way. He talks about “moving beyond the mainstream” and finding new markets in 6 different places:
- finding a hungrier market
- finding the most lucrative micro-markets
- exploiting gaps in information
- exploiting gaps in education
- exploiting gaps in gear or merchandise
- exploiting gaps in community
The first two are about digging deeper into the industry and possibly connecting two unrelated ones. A great example comes from a friend of mine, film maker Oliver Harrison. He loves cooking, and loves making films but couldn’t find a way to make any money out of either. After a lot of searching, he and business partner Simon Horniblow started talking to universities – and combined the two. They now run studentcooking.tv a very successful online cookery website for students. Would you think to do that? Think outside the box!
To Jonathan Fields:
“In thinking about potential alternative markets, or trying to find smaller, more lucrative submarkets, think about fields, careers, jobs, or paths where the elements of what you love to do are valued, but in short supply. You are looking for a market where your passion leads to: differentiation, hunger [and] price availability.”
Be practical and realistic though: is there really a demand for your new idea?
Here’s 3 examples of journalists who digged a bit deeper to find new markets:
Weyo found a new market in non-profits looking for quality storytelling
Journalist Martin Lewis exploited a gap in the market for impartial financial advice
Duckrabbit exploited a gap in education and produce training courses in photography and audio design
03. bootstrapping
Bootstrapping means starting your freelance business with little or no cash. It means learning how to get things done for free – and most valuable of all – learning to be careful with money.
The great news is you don’t need any money to start out and market yourself. A website domain name will cost you a small amount. But social media means you can market your talents absolutely free (see the previous 6×6 on branding).
Josh Quittner, writing in Time Magazine uses the term LILO – to mean ‘a little in, a lot out’: “At no other time in recent history has it been easier or cheaper to start a new kind of company. Possibly a very profitable company” he says. “[bootstrapping] means your start-up is self-sustaining and can eke out enough profit to keep you alive on instant noodles while your business gains traction.”
If this recession has taught us anything, it’s that the best business is built from the bottom up, on the funds available (not borrowed).
04. dealing with inflexible income
The biggest fear of starting a freelance career is money. Oh, and failure. ‘What if I don’t get any business?’ ‘How will I be sure I’ll always pay the rent?’ Truth is you won’t ever be sure, but that’s part of the thrill, right?
Still there are some things you can do to make the ebb and flow of freelance income a little more stable.
A good tip is to open up a separate bank account for your business earnings. Get Rich Slowly offers this advice: “Every month as you earn income, receive it (and leave it) in your business account. This is where you accumulate your cash. Because it’s in a high-yield account, it earns interest as it waits for you to use it.”
They recommend paying yourself a monthly salary from that business account – and leaving the rest for tax and other investments. The worst thing is to use the profits from a bumper month to pay for a bumper holiday, only to return to slim pickings.
But the best advice for living on an irregular income? Learn to live lite. Cut back on unnecessary spending wherever you can. Back to David Westphal profiling Jason Motlagh: “He lives modestly and accepts that there may be periods in his work where he’ll have to do something besides journalism to pay the bills.”
05. find your creative time
Sure, for some freelancers the appeal of being your own boss is getting up at 10, watching some TV, doing some work, heading out on a night out without the guilt…and that might work for some. But the creative entrepreneur’s life is most likely to be a different one.
Just ask Mark McGuinness. He coaches creative freelancers and says for the successful ones, it ain’t no bohemian life:
After scanning my diary and surveying the tasks in hand, I was faced with a depressing conclusion. I was going to have to get up early.
He’s up at 6 in the morning, every morning, getting the crap out the way, like emails and the like. He then says he has several hours free to work solidly on creative tasks, before the rest of the world gets up and the phone starts ringing. Know when you are at your creative best and ring fence it, so you can’t get disturbed. It might be 6am, it might be midnight. Whatever, just make sure it’s protected.
…when I look back over the last couple of years, the time when I’ve created most value, for myself and my clients, has been those first hours of the day I’ve spent writing blog posts, essays, seminars and poems. It’s the creative wellspring that feeds into all the coaching, training, presenting and consulting I do when I’m face-to-face with clients.
Treat it like a full time job too. If you can, work somewhere where you can commute to, or have some ringfenced office space at home. I recommend Mark’s excellent (and free) ebook “Time Management for Creative People“.
06. be lean, but don’t be mean
If you’re dreaming of going freelance, you might be thinking about holding off until after the recession. No need, says Leo Babauta 0f Zenhabits fame:
This is the best time to start. This is a time when job security is low, so risks are actually lower. This is a time to be lean, which is the best idea for starting a business. This is the time when others are quitting — so you’ll have more room to succeed.
And with social media and networking taking off, this is the easiest time to start a business, the easiest time to spread the word, the easiest time to distribute information and products and services.
Starting now though won’t be easy – and you’ll need to be lean. But that is such an important skill to keep things afloat later on. Be sensible with your money, don’t overspend. It’s the thing the big companies can’t do, and the reason they lose money hand over fist. And don’t be mean: journalism is a small village – make friends and keep ’em!
The final word:
Journalism.co.uk offer some great practical advice for freelancers, which cover things like registering as self-employed, pitching for new work and managing finances. And if you’re still unsure of taking the entrepreneurial route, just watch this:
Next: audio for multimedia journalist!
6×6: branding
The first in a series of 6 blogs, each with 6 tips for the next generation of freelance multimedia journalists.
branding
Even as far back as 2006, the likes of Andrew Neil appreciated the journalists of the future will need to brand themselves well. “The journalist of the future…will have more than one employer and become a brand in his own right” he wrote. With full time jobs in well staffed newsrooms becoming more sparse, but opportunities outside traditional/mainstream journalism becoming more plenty, this prediction is coming true. So, what can you do to boost your brand?
01. own your name
The first thing to overcome is the embarassment or discomfort of ‘blowing your own trumpet’. For some people the idea of self branding is for cocky self promoters. Well guess what: if you’re going to succeed as a freelancer, some self promotion has gotta be done. Oh, and aim for confident, not cocky.
As a freelancer especially, your brand is your name. Therefore you need to own your name, especially in cyberspace. You should try and own your domain name (www.yourname.com or http://www.yourname.net or http://www.yourname.co.uk). If you’re running yourself as a business with its own name that’s OK too.
Lisa Barone at Outspoken Media agrees: “It’s always better to have the username and not use it, then need to wait and kick yourself later when someone else grabs it. Having a unified social media username is very important in establishing trust with other members.”
Another unpopular thing to do: Google your own name. How far up does it come? If an editor or potential client needs to find you, you must be high up the rankings. You don’t need to pay for this (although you could); instead you should be putting up authoratitive quality content which gets you those all important links, diggs and retweets from readers.
Brian Clark, in his excellent Authority Rules e-book, makes the point that if “people think you’re important, so will Google.”
02. define your niche
The branding experts tell you if you’re going to have a brand, people need to know what you’re about. And you need to be able to give someone the elevator pitch about yourself too. A niche will give you a vital advantage over general-news journalists. Freelance science journalist Angela Saini for example knows what she’s good at (science) and has successfully built herself a reputation as a science journalist around that, in less than a year.
If you don’t have a niche, don’t worry too much. But just be able to sum up what you’re about: not only will it define your branding, it’ll help keep you focussed on what projects you pursue.
03. have a good great website and blog
As a multimedia journalist your content exists for the web. And so to not have your own web presence is ludicrous. But your website must be great (not just good). It must stand out and most importantly be designed to show off what you’re good at.
So:
- if your selling point is the great photographs you take, make sure your website has a huge single column on the front page, with a flash platform displaying your best photos at their best
- if you’re a video journalist, your front page should have an equally large single column splash video showreel
- if you’re about the audio, think about getting a visually exciting audio player, again at the top of the front page
Here are three original, striking and inspiring portfolio websites to get you going:
A blog is another crucial element for the multimedia journalist, for several reasons. It keeps your website current and up to date; it allows you to build on your brand and show off your expertise with some well written authoratitive blogs; and allows you to build and engage with a community of other journalists and even clients.
Back to Brian Clark at Authority Rules: “Your content actually demonstrates your expertise, compared with a website or bio page that claims expertise.”
04. have a fresh CV and showreel
After your blog and front page portfolio, the most important thing visitors will need to be able to find is your CV/resume and showreel. Have it in the top navigation bar and in one of your sidebars.
Your CV must be in pdf format (or a Google Doc) and up to date. You can chose to have it typed up in the page as well. Create an image button to make it more attractive. Mindy McAdams says your CV is vital to prove your claims, so “your real work experience should be easy to find and easy to scan quickly. People will want to check this for verification, so dates should be clear, not obfuscated.”
Your showreel must also be up to date, especially if you are pitching for daily news work. Radio journalists especially: make sure your uploaded bulletin is only a few weeks old.
Upload your showreel and embed it into your web page. That way potential editors and clients don’t need to download large files to be able to see what you do. Vimeo is ideal for video. Soundslides does the job for photographs and audio slideshows. And I use Soundcloud for embedding audio. If you can, use flash to give your showreel some animation. Freelance radio journalist and web designer Katie Hall does this to good effect on her site.
05. keep your networks consistent
An important part of brand management is consistency. The internet is a hugely powerful tool for connecting with people, so it is important you spread yourself across as many social networks as possible: Twitter, LinkedIn, Wired Journalists, Demotix, Current TV and Facebook to name just a few.
But keep them all consistent. Have the same username for each – and make it your name. My Twitter name is AdamWestbrook, as is my Vimeo and LinkedIn profile. My Facebook URL is facebook.com/AdamWestbrook.
And do the same with images. Have one image of yourself (it’s called a Gravatar) and use that for your profile images. One name, one image, one brand.
06. get business cards
All these tips so far have been for branding yourself in the online world. Amazingly the real world hasn’t given up the ghost through lack of attention just yet, and it’s equally important to promote yourself at networking events, conferences and other shindigs.
Business cards are a neccessity. There are many sites offering this service, not to mention high street stores, but UK born website Moo.com has been recommended to me far too many times for it not to be good. They’ll even give you 50 free business cards as a trial.
The final word…
Now I know I’ve pushed for you to brand yourself as your own name as a multimedia journalist. It’s a lot quicker, cheaper and easier than creating an actual stand alone business. But a wise word of warning comes from James Chartand at Freelance Switch:
A personal brand traps you into always being present in your business. You will be at the mercy of your clients and your career…your personal reputation is at stake. One bad day, one slip, a job gone sour, an unhappy client spreading rumors, and your reputation is tarnished.
Next: video for multimedia journalists!
Introducing: the journalist of the future
There’s been enough talk about the cancer spreading through modern journalism. The cutting of jobs and money, the shedding of audiences and advertising, the invasion of PR guff and the medium’s failure to reject it; and vitally, the disappearance of time for journalists to do some proper journalism.
I’m tired of talking about the past and want to know what’s coming next. Here’s my picture of a future journalist, based on books, blogs, a couple of talks I’ve given recently and all the noise on Twitter. As always, it’s by no means comprehensive – so let me know what’s right and wrong in the comments box!
Introducing: the journalist of the future
This combines the technical skills the new journalist will need (plus the old ones), new ways of collaborating with audiences and journalists across the globe; and most importantly an entrepreneurial edge to create an army of “creative entrepreneurs”.
The Jack of All Trades
Let’s get the obvious ones out of the way first: the journalist of the future is a reporter, a video journalist, a photo-journalist, audio journalist and interactive designer, all-in-one. They shoot and edit films, audio slideshows, podcasts, vodcasts, blogs, and longer articles. They may have one specialism out of those, but can go somewhere and cover a story in a multitude of platforms.
They may start off hiring the kit, but eventually will become a one-person news operation, with their own cameras, audio recorders and editing equipment.
They don’t just do it because it potentially means more revenue; they do it because they love telling stories in different ways. And let’s get another thing straight: they still live and breathe the key qualities of journalism: curiosity, accuracy and a desire to root out good stories and tell the truth.
The Web Designer
It goes without saying the journalist of the future should know several languages, two of which should be XHTML and CSS (and the more spoken ones the better). Their ability to design interactive online experiences will give them an advantage over competitors and a chance to charge more for their work.
They have an amazing portfolio website which shows off their wares.
They understand audio and video for the web does not follow the rules of radio and TV. They know what works online and what doesn’t. They can use social media to drum up interest and audiences in what they do, and are members of LinkedIn, Wired Journalists, Twitter to name just a few.
And it also goes without saying the journalist of the future has been a blogger for a long time.
The collaborator
The journalist of the future doesn’t belong to the world of “fortress journalism“. They don’t sit at their desk in a newsroom all day – in fact, they work from home.
They use Noded Working techniques to find collaborators for different digital projects; picking the most talented people from around the world. There are no office politics or long meetings. They market their work well enough to get chosen to take part in other projects.
And the journalist of the future aspires to the ideals of Networked Journalism set out by Charlie Beckett. They are not a closed book obsessed by the final product. Their journalism is as much about the process as the final product and they use social media technologies to get reaction to stories, find contributors, experts and even money. To top it off, they share their final product under the ethos of creative commons so others can build on it.
The Specialist
The internet has shown we’re just not prepared to pay for general news, especially when someone else is giving it away for free. The decline in newsrooms killed off many correspondents and specialists, but the journalist of the future knows there’s more money and more audiences in a niche. So they become more of a specialist in some areas, or use a current specialism to build an audience around what they do.
Science journalist Angela Saini, for example, uses her qualifications in the subject to get her work with a whole host of TV and radio science programmes.
Business, showbiz and sports news I think have a paid-for future – but so do other specialisms.
The Flexible Adapter
The journalist of the future will be born out of this recession and the death of traditional journalism. They’ll succeed now because they adapted, re-trained and were prepared to change their ways. And that is what will help them survive the next downturn too, and the next media revolution. They are flexible, creative and not stuck in their ways.
Mark Luckie, writing over at 10,000 Words says this ability to reinvent is really important:
…being a Jack of all trades is only the starting point. Journalism and its associated technologies are changing at a rapid pace and to learn one skill set is to be left in the dust. Sadly some of the technologies…will be obsolete in just a few years time. To survive in this industry means continuously evolving along with it.
They embrace new technologies, rather than view them as a threat. When a new social media tool or technology comes along, they ask themselves how can I use this?
And they are prepared to live light for a bit. They can live cheap, which means they can charge less and get more business. As David Westphal writes, describing journalist Jason Motlagh:
He lives modestly and accepts that there may be periods in his work where he’ll have to do something besides journalism to pay the bills.
The Entrepreneur
The journalist of the future is a Creative Entrepreneur. Their business is their talent, creativity and knowledge. They are a freelancer, yes, but not a slave to the odd newsroom shift or rubbish PR story; instead they are in command of their destiny by creating content people will pay for. They discover stories and generate new ideas and sell them.
Back to Charlie Beckett in Networked Journalism:
“Entrepreneurship must be part of the process because every journalist will have to be more “business creative”…Journalism and business schools should work more closely together as information becomes more important to the economy…”
Their multiple skills means they can pitch countless ideas in several formats, for a wide variety of clients. They run their new start-ups in the get-rich-slow mentality described by Time Magazine as Li-Lo business:
It means that your start-up is self-sustaining and can eke out enough profit to keep you alive on instant noodles while your business gains traction.
And they think outside the small journo bubble: their clients aren’t just Cosmo or Radio 4, but B2B publications, charities, NGOs. They get grants from journalism funds to pursue important and under-reported stories.
Evidence has shown several sacked newspaper journalists have made a new career by remembering newsrooms aren’t the only people who pay for content. Brian Storm, from MediaStorm, quoted in PDN Online says:
“NGOs and corporations are just now starting to see the power of multimedia stories…A pr message has no authenticity. It won’t go viral. Organizations are looking for a new way to get their message out, and journalists can play a role in that.”
The Storyteller
And most importantly they do the thing all journalists have ever done: tell stories. But they do it better than traditional journalists because they are not so constrained by time or house styles or formulas. They understand what makes a good story and aren’t afraid to break some rules.
And they have the time to tell the stories properly: truthfully, accurately and responsibly.
I think these make up an exciting future for journalism, but also for the people who try this form of journalism out. Is there anything more exciting than being such a creative entrepreneur?
Most experiments will fail. That’s not a bug in the system, but a feature. It’s how we get better.
Dan Gilmore, Centre for Citizen Media
Adam Westbrook // ideas on digital storytelling and publishing 
53 comments