How to Navigate a Changing Industry

16 09 2010

The journalism industry is changing fast.  In order to stay afloat traditional news media are transforming themselves to include a plethora of options.  Newspaper readership is decreasing steadily and even TV news is seeing an older and smaller audience.  Much news is being switched to online platforms like blogs, discussion boards, interactive videos, ect.  Mainstream media is cutting costs and the internet has made it possible for anyone with a unique story to reach a global audience.

So what does this mean for nonprofits attempting to have their cause or issue publicized?  Well, first the organization needs to decide whether they want to be  a content provider for other multiplatform media or an influencer of others who will provide their own content, or both?

Whatever the case the organization will need to alter its communication strategy to reach a larger audience.  It is often easier to get stories/content posted on news media websites or blogs than it was to have something run in print.  And the best part is that the content online can be produced for free or of little cost.  I would recommend a nonprofit organization transform their website into a source for multiplatform journalism.  Provide blog posts that are up to date, videos, pictures and a discussion forum.  Transform your website into the number one place for people who are interested in your cause to receive news about the issue.

The changing news industry offers organizations ample resources to have their issues publicized.  Organizations should create content that can be used by a variety of news mediums.  This is a huge advantage for nonprofits, especially those with limited resources.