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OUTREACH IN THE DIGITAL AGE

OUTREACH IN THE DIGITAL AGE. Rina tsubaki European journalism Centre tsbaki@ejc.net. 1: Introduction 2: What goes viral? 3 : DIGITAL COMMUNICATION Strategies FOR UNU: IDEAS. European Journalism Centre (EJC).

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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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