Download - Leading Change in Your Organization
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Leading Changein Your Organization
Steve ButtryFebruary 3, 2016
SPJ
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• Tradition = producing newspaper or newscast• Mission = covering news, serving
as watchdog
Tradition vs. mission
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Tradition vs. mission• Tradition often dictates priorities• Tradition often dictates workflow• Tradition commands time, resources• Tradition is tied to platform, mission isn’t• Tradition discourages experimentation• Mission requires experimentation
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• Mission = What we should be doing• Tradition = How we’ve always
done it
Tradition vs. mission
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Roles in leading changeTop editor, news director:
Proclaim mission, set priorities, pull staff toward goals that support missionMid-level managers:
Emphasize mission in daily staff workFront-line journalists:
Experiment, take risks, push colleagues (and bosses)
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Action drives change• Organization may need to change• But org chart won’t change culture• Newsroom culture’s defaults override
structural changes• Change what you do, how you work• Let org chart changes support change
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Change what you do• News coverage (live)• Storytelling (interactive)• Processes: digital workflow, then feed
legacy product(s)• Engage community• Use products on mobile, produce content
for mobile community
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Planning meetings
Print: Focus primarily on the next day’s
newspaper, Sunday paper and upcoming
print centerpiece stories
Broadcast: Focus on evening newscast(s),
sweeps
Digital: Morning meeting focuses on day’s coverage plans, mobile, social, early
traffic & engagement. Enterprise meetings plan
interactive elements, video, data and other
content that will require significant planning.
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Encourage risk• What have you experimented on lately?• If experiment was a success, did you
share lessons & experiment again?• If experiment was a failure, did you share
lessons, reward risk & try again?• Are people in your newsroom willing to
experiment?
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Breaking news• Breaking news coverage completely
independent of print & broadcast products & deadlines
• Publish as soon as you verify• Update frequently• Liveblog big, breaking stories• Tweet, Tout & update from scene
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Event coverageLivetweet & liveblog everything:• Sports events• Meetings• Trials• Festivals• Press conferences• Need a compelling reason not to
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Deadlines, processes
Legacy: Reporters & photographers
produce stories & photos for print &
broadcast deadlines.
Digital: Even non-breaking routine news is published as the stories
unfold, often with multiple updates during the day. Editors assign deadlines as early as possible for the first
takes of stories.
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Routine daily news• Setting early deadlines (8 a.m., 11 a.m., 2
p.m.)• Starting work earlier• Write routine stories as they unfold, as
we do w/ breaking stories (initial post followed by updates)
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Enterprise
Print: Enterprise stories are usually
Sunday stories, planned & reported
close to the vest.Broadcast: Enterprise
stories during sweeps.
Digital: Enterprise stories are
crowdsourced, planning includes
interactive features, video, social
promotion. Published during the week
when ready.
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The Five Satins• Story published online Monday• Text story twice as long online (60” in
print)• Loaded with links• Videos• Audio clips• Use Sunday story for more engagement
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• Quizzes• Timelines• Maps• Interactive
databases• Data visualization
• Multimedia storytelling tools• Before & after
photos• Animation• Curation
Interactive enterprise
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Measuring success• What’s important? How can you measure
it?• Not just page views & uniques• Social sharing & engagement, time spent
w/ stories• Number of live & interactive stories, their
engagement
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Addressing obstacles• Technology: Clunky CMS (invest or use
open-source solution?)• View website & social media as
promotion, not journalism platforms (training, recognition & rewards)
• Morale (praise journalistic & digital excellence)
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If you’re in charge …• Use mobile app/site & ask mobile-
focused questions• Visibly learn new tools (& show humility)• Form committee to study pressing
innovation needs (mobile, social …)• Conversation should reflect mission• Chat up newsroom innovation leaders
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Praise must reflect mission• Are you praising risk-takers? Innovation
leaders?• What you praise reflects your priorities• Praise should be specific & tied to
specifics of mission• Yes, you should praise people for “just
doing their jobs”
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“But I’m not in charge”• What can you do in your job (consistent
w/ policy, moving mission ahead)?• Can you offer to train or mentor
colleagues (formal workshops, informal coaching)?
• Can you pitch ideas, experiments to a sympathetic boss?
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Links and slides• stevebuttry.wordpress.com• slideshare.org/stevebuttryContact info:[email protected]@stevebuttry