Stories That Work - Actionable News with New Media

What if we could put the power of the news back into the hands of the communities the news reporting organizations serve?

I was thinking the other day that when I first came to Philadelphia, I used to watch "Action News" from a local channel. Where is the action in the news? Global, national, and local events of import do wake us up to the importance of collaboration, and community. Rarely we learn about many of the less visible organizations and situations we can help and affect personally.

I was reading some well thought out advice to traditional and local news media by Chris Brogan who writes about the business applications of social media and social networks. One part caught my attention. Where he talks about switching sensations for causes and empowerment:

We put a premium on stories of what’s going wrong. Of course, it’s important to know about some of the bad news we’re getting out there, but why aren’t stories about where we can help coming to the fore in LOCAL news? Why aren’t we learning about people doing great work more often? Right now, they have that slot at the very end of the newscast, where the two or three people on desk make that weird half smile.

Push the empowerment stories up, and bring that into your deep web coverage as well.

A National Example of the Power of the News Media

The Philadelphia Inquirer covered the result of a special report by The Washington Post on Walter Reed, the Army's Top Medical Facility. The reporting prompted a series of investigations and got the attention of many people, including the President who promised change and delivered on it. All because the reporters and those who brought the story to their attention acted on behalf of the community the hospital was supposed to serve.

The biggest change being how the center's mission has shifted from one of passive wound dressing and curing (at least when it worked for that) to one of reinvention of how the Army deals with its injured -- bringing the center in line with the demands of modern soldiers and modern warfare. According to Mark Bowden, "injured soldiers are now seen to have a mission of their own: to return as quickly as possible to active duty. So [...] the center has reorganized to accomplish that goal."

A Local Take on the Power of New Media

Yes, we often have coverage of an initiative between a non profit organization and the community; although these days it's the advertising dollars that buy the in depth piece as sponsored by businesses. One example is the partnership of United Way of South Eastern Pennsylvania with Independence Blue Cross (IBC) called Partners in Caring. In addition to the donation of a 60 by 20 billboard emblazoned with the Partners in Caring theme on I-95 near the sports arenas in south Philadelphia, to promote the message as widely as possible, IBC has donated a Web site.

What would happen if, as Chris hints at, we pushed the empowerment stories up, and bring deep web coverage integrated with new media tools? What would happen if, as I stated a while back, main stream media facilitated more connections of ideas and people? Would we have more actionable news?

Comments

[Chris Brogan...]

Thanks for covering the thought. Yes, I know I'm an oddball for not telling traditional media that it's dead and it should just lay down. I guess I just can't get there yet. I'm still busy thinking that they have tons to offer. : )

[Joe Raasch]

Hi Valeria,

You're tapping on a great door, soon to open. Very exciting!

"What would happen if, as Chris hints at, we pushed the empowerment stories up, and bring deep web coverage integrated with new media tools? What would happen if, as I stated a while back, main stream media facilitated more connections of ideas and people? Would we have more actionable news?"

One of my undergraduate writing instructors was a columnist for the Saint Paul Pioneer Press here in Minnesota. When we were assigned stories, she constantly reminded the class that "dog bites man" is not news - "man bites dog" IS news.

My concern is that in social media ideas, stories, and comments move about much faster than in traditional media. We'll need stronger editors, filters, and care to ensure the new media pipeline doesn't get clogged with "dog bites man" stories at the expense of the truly great (man bites dog) empowerment stories.

Cheers,

Joe

[Valeria Maltoni]

@Chris -- and I believe they do, if they are willing to listen and re-imagine the news business. There is tremendous opportunity for editors, journalists and reporters to make a difference.

@Joe -- there is also a lot of information that although it may not be considered "on air" ready news, it can be covered in depth to open new doors for citizens and communities. One of the reasons why local and micro reporting has taken off is that they serve more closely their publics. "Man bites dog," oh boy!

[bill]

First, while we're usually invigorated to hear of the people who are doing great work, we can't live on that. We don't WANT to live on that -- witness the short life of newspapers that tried to project just 'good news'. Second, it's possible that part of the impact of that slot at the end of the newscast is because of the contrast with what's come before; we like hearing of the scoutmaster who raised the test scores of his troop, but when he's just another good news story, he blends into the background. To make it memorable, its got to be massive or unique.

Second, you're talking about transforming the news from a broadcast medium to a narrowcast one. Tell me about things I care about; tell me about things where I can make a difference. That's as distinct from articles such as the Walter Reed scandal, where I care, but not deeply, and where I can't make a difference even if I do.

Putting those together, you're talking about creation of a micronews format that talks to ME about the things I care about, just enough to keep me informed, and connects me with sources for further information or action. Sound like an RSS reader?

[Valeria Maltoni]

RSS is one tool. OK, we've got RSS. No action.

Local news is mostly fluff with sensationalism escalating everything to pump up the volume. Raise the volume high enough and people tune out. What I know is that people become sensitive to issues presented in a human fashion -- like the "Frozen Pea" fund on Twitter to benefit cancer patients. Story -- Susan Reynolds has breast cancer and has to have surgery; she shares; people listen in and spread the news; the fund is activated. Actionable. Would you have been able to predict that so many people would tune in and do something?

There are still choices to be made. I don't have all the answers here, it's worth asking the question nonetheless. Why give news and no way to act?