Kirsten Ballard, Author at News/Media Alliance https://www.newsmediaalliance.org/author/kirsten-ballard/ Tue, 27 Jul 2021 19:21:02 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 News Media Alliance Hosts Book Launch for “Ugly Truth” Facebook Dominance Exposé https://www.newsmediaalliance.org/news-media-alliance-hosts-book-launch-for-ugly-truth-facebook-dominance-expose/ https://www.newsmediaalliance.org/news-media-alliance-hosts-book-launch-for-ugly-truth-facebook-dominance-expose/#respond Tue, 27 Jul 2021 19:14:41 +0000 https://www.newsmediaalliance.org/?p=11766 On July 22, the News Media Alliance hosted a policy maker breakfast and book launch event for An Ugly Truth: Inside Facebook's Battle for Domination by Sheera Frenkel and Cecilia Kang.

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On July 22, the News Media Alliance hosted a policy maker breakfast and book launch event for An Ugly Truth: Inside Facebook’s Battle for Domination by Sheera Frenkel and Cecilia Kang at The Dubliner in Washington, D.C. The launch featured special guests Kang and House Antitrust Chairman David Cicilline (D-RI).

Congressman Cicilline with Ugly Truth coauthor Cecilia Kang and Alliance CEO David Chavern

Written by two award-winning New York Times journalists, The Ugly Truth debuted as a best seller in early July. Frenkel covers cybersecurity and Kang covers technology and regulatory policy at The Times. Their unique insights provide a troubling look into the tech giant’s rise and control.

Kang with NAB Senior Vice President, Government Relations Shawn Donilon and Alliance Senior Vice President and General Counsel Danielle Coffey

The book largely focuses on the time period between 2015 and 2020, starting with the 2016 election and ending with the January 6th insurrection. From data leaks to internal scandals, Facebook’s role in Mynamar’s genocide to the FTC lawsuit against Facebook, The Ugly Truth goes deep on Facebook’s unprecedented power and the power to corrupt.

The book’s back cover is speckled with quotes from Facebook’s CEO Mark Zuckerberg and COO Sheryl Sandberg from 2006 to 2020, each one acknowledging fault, apologizing and admitting Facebook needs to do better.

Chavern tweeted, “Such a great event and so happy to celebrate #TheUglyTruth and @ceciliakang — and very honored to hear from @davidcicilline, a real leader for our times.”

Cicilline is known for his staunch stance against Facebook, calling them a monopoly and issuing a statement in December of 2020 saying “[Facebook’s] abuse of its dominance harms competition, innovation, and other businesses. In the absence of competition and accountability, Facebook has harmed people’s privacy and allowed disinformation to flourish on its platform, threatening our democracy.”

Following the event, Cecilia Kang shared on Twitter that she was “Glad to share insights from our book and to wonk out with such an informed policy crowd.”

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Fall Is the Perfect Time to Catch Up on These Journalism TV Shows https://www.newsmediaalliance.org/journalism-tv-shows/ https://www.newsmediaalliance.org/journalism-tv-shows/#respond Mon, 05 Nov 2018 14:00:31 +0000 https://www.newsmediaalliance.org/?p=7732 This year, we’re taking a look at the best TV shows featuring the news media industry that are worth binge-watching because it’s too cold to do anything else.

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As the days grow shorter and weather gets cooler, it’s the perfect time to snuggle on the couch and invest in a new TV show. Last year, we curated a list of great journalism movies. This year, we’re taking a look at the best TV shows featuring the news media industry that are worth binge-watching because it’s too cold to do anything else.

Murphy Brown

TV is all about revivals these days, and Murphy Brown is no exception. The show originally ran from 1988 to 1998, starring Candice Bergen as Murphy Brown, a famous investigative journalist and news anchor. CBS ordered a 13-episode revival, which premiered in September, and they won’t be short on material from which to draw in today’s news environment.

Mary Tyler Moore Show

If you’re looking for a strong, independent female journalist role model, meet Mary Tyler Moore. This show originally ran from 1970 to 1977 and featured Mary Richards, a single 30 year old news producer who tackles issues like source confidentiality, equal pay and feminist issues well before her time. It’s definitely a show to re-watch in 2018.

The Bold Type

Freeform debuted The Bold Type in 2017. The show is loosely based on the life of the former Editor-in-Chief of Cosmopolitan magazine. The show follows three friends as they explore their voices, identities, careers and NYC.

The Newsroom

Ah, HBO’s the Newsroom. The fictional cable news channel decides to do the news, right. It ran from 2012 to 2014 and is cheesy and amazing. It stars Jeff Daniels and Emily Mortimer on a quest to “[reclaim] journalism as an honorable profession. A nightly newscast that informs a debate worthy of a great nation. Civility, respect and a return to what’s important.”

Sharp Objects

This HBO series follows newspaper reporter Camille Preaker (Amy Adams) back to her hometown where young girls are mysteriously being murdered. Adams does a fantastic job being creepy—not as good of a job in being professional. Find out if she meets her deadline, or her untimely end.

Mad Men

Assuming you haven’t been living under a rock, you’re very familiar with AMC’s amazing Mad Men. This show is set in the 1960s and follows a fictional advertising agency through the characters’ personal lives and politically-charged era. It ran from 2007 to 2015 and collected 16 Emmys. You can relive the show on Netflix.

Being Mary Jane

Are you looking for an addictive, smart and juicy drama? Check out BET’s Being Mary Jane. This series follows the professional and personal life of successful TV news anchor Mary Jane Paul (Gabrielle Union), who lives in Atlanta, Georgia. It ran from 2014 to 2018.

Great News

The bad news is that NBC canceled Great News this year. The good news is you can re-watch the first two seasons on Netflix. This show’s plot is that an up-and-coming TV producer has a nightmare of an intern: her mother.

Happy viewing!

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10 Pulitzer Prize–Worthy Halloween Costumes for Journalists https://www.newsmediaalliance.org/2018-halloween-costumes-for-journalists/ https://www.newsmediaalliance.org/2018-halloween-costumes-for-journalists/#respond Wed, 24 Oct 2018 13:00:53 +0000 https://www.newsmediaalliance.org/?p=7592 It’s time for the third annual News Media Alliance Halloween costume round-up. As always, these costumes are easy for when you’re tight on deadline.

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It’s time for the third annual News Media Alliance Halloween costume round-up. As always, these costumes are easy and punny DIYs for when you’re tight on deadline. They’re all certain to be a hit with your news-loving friends and coworkers.

Disappearing Content

 

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Forget the Irish Goodbye, if you’re dreading the office Halloween parade, print out the Snapchat icon, make a brief appearance and be gone. Disappearing content is all the rage with Instagram stories and Snap, Inc. both luring publishers to the temporary space—plus it gets you out of small talk.

Facebook

 

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This easy dual-purpose costume is great for the busy social media manager trying to target a lot of audiences on Halloween. You attract The Office fans and pun-lovers all while paying homage to The Book. All you need is an eye liner (or if you’re really short on time, go for a marker) to write FACE on one cheek and BOOK on the other. Way easier than figuring out how to beat the algorithm changes!

Social Butterfly

 

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This is a little more involved than the other social media costumes, but it’s worth the work. Grab butterfly wings, wand and a tutu from a costume shop (or your child’s closet). Attach printed-out social media icons to the skirt. Glitter optional.

404 Error

 

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This Halloween, we’re giving IT some love with this easy 404 Error costume. All you need is a Sharpie and white shirt. Write 404 Error: Costume Not Found on the shirt, throw it on and you’re good to go. If only all IT problems were that easy to solve.

Web Server

This is another for those in IT: the web server. This pun-based costume can be as easy or intricate as you want it. Dress as a waiter, grab a tray, stick a (light) laptop (or one made out of a carboard box) on it—voilà! Add authenticity by draping a tea towel over your other arm. To make it spooky, cover your waiter get-up in that fake web material they sell at craft and party stores. Be sure to offer the web(s) to other attendees as much as possible.

Mobile First

 

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For this costume, you’ll need poster board, some markers and a foam finger. Draw out an iPhone (or droid if you’re that person) onto the poster. You can also just print out app icons if you’re not the artsy type. Then it’s time to dawn the foam finger and remind everyone in this digital age, mobile is number one.

Alexa

Alexa, find me the coolest Halloween costume. Amazon’s Echo, known affectionately as just Alexa to most, is all the rage for publishers. Finding new ways to infiltrate the IoT and connect with readers is awesome. Almost as awesome as this costume! To make, buy some black poster board and blue LED lights. Wrap yourself in a cylinder and cut arm holes. Stencil the ‘Zon’s logo on your front and wrap the LED lights around the top. One clever dad even found a way to incorporate an Echo into his child’s costume for authenticity.

Pencil

 

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Though it says number 2, the classic pencil will always be number one to writers. Find a yellow shirt or dress, write no. 2 on it, and create a cap with poster board to either be an eraser (just a pink cylinder) or pencil point (cone). Write on!

Clippy

 

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Ah, Clippy, the OG editor. This adorably annoying Word icon was always willing to help you write a resume, letter or remind you to save your progress. To make this costume, you’ll need some wire and tin foil, black paper and googly eyes. Wrap the wire into a paper clip shape, add the googly eyes and affix some busy eyebrow above. Stand around the newsroom and say, “It looks like you’re writing an article. I can help!”

News Flash

 

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Dress as the fastest super hero and pick up the day’s paper for this easy pun. You can either commit to a full Flash costume, if you happen to have one lying around, or just aim for minimalism with a lightning bolt shirt.

 

 

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Rising Star Steph Solis, Asbury Park Press https://www.newsmediaalliance.org/rising-star-steph-solis/ https://www.newsmediaalliance.org/rising-star-steph-solis/#respond Tue, 16 Oct 2018 13:00:47 +0000 https://www.newsmediaalliance.org/?p=7585 Steph Solis knew she wanted to be a journalist since she was little. “I was one of those obnoxious kids who has known since sixth grade,” she laughs.

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Steph Solis knew she wanted to be a journalist since she was little. “I was one of those obnoxious kids who has known since sixth grade,” she laughs. But it was in high school, at the school paper, that she got the sense that journalism was something she could make a career out of.

She was aware of the layoffs and other industry issues but says that being a news writer called to her.

Steph works for the Asbury Park Press (New Jersey), covering immigration as her main beat. Her favorite piece she has written was about a group of Indonesian Christians being targeted by ICE and seeking sanctuary in a church. She was able to imbed with the group for a day and a half and watch their reactions upon learning they’d be allowed to safely leave sanctuary.

“The only way you can actually cover something is by seeing it for yourself, or getting as many first-person accounts as possible,” she says. She takes her responsibility as a journalist seriously, priding herself on telling accurate stories for ‘the first draft of history.’

“I tell the victims and suspects’ perspectives to the best of my ability,” she says. Her favorite part of her job is coming across immigration stories that surprise her. “I hate when people fall into troupes – I try to tell where people are coming from,” she says. “I want to know what made them who they are.”

She hopes to get more investigative projects under her belt and describes her work so far as just scratching the surface.

As a reporter in 2018, Steph has faced more than her fair share of cries of “fake news.”

“My news outlet encourages us to engage with readers and sources on social media – I have sources and readers who comment on things. The most frustrating thing is when, instead of reading the article, people just say, ‘That’s fake news’ or ‘You’re against Trump.’ It’s difficult to have a nuanced conversation when you’re relying on social media to promote stories.”

But that doesn’t mean all criticism of the media is unfounded.

She urges all reporters to do some introspection and learn how to do their jobs better. “Especially in immigration, I can’t tell you how many times you have reporters who won’t understand and they accidentally violate religious or cultural sensitivities or make assumptions. They won’t apologize and that makes it harder for the next reporter.”

Steph advises reporters just starting out to show deference and try to make friends with older reporters with institutional knowledge. “Respecting that institutional knowledge will help make the newsroom stronger and avoid embarrassing errors that friends can help you prevent,” she says.

 

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Rising Star Sarah Jarvis, Tribune Publishing https://www.newsmediaalliance.org/rising-star-2018-sarah-jarvis/ https://www.newsmediaalliance.org/rising-star-2018-sarah-jarvis/#respond Tue, 09 Oct 2018 13:00:15 +0000 https://www.newsmediaalliance.org/?p=7596 Sarah Jarvis was interested in journalism from an early age. Like many Rising Stars, she was on the yearbook committee in high school and she continued studying journalism in college.

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Sarah Jarvis was interested in journalism from an early age. Like many Rising Stars, she was on the yearbook committee in high school and she continued studying journalism in college. From college, she moved into the marketing field and went on to get her Masters in Communications Management at the University of Southern California.

Her first job focused on digital marketing in the beauty industry. She began to miss journalism and the writing aspect. Over two years ago, Tribune Interactive had an opening for a Digital Marketing Activation & Subscriber Engagement Manager – she applied and got it.

“News is a really important field, now more than ever,” she says. “I was eager to get back into that line of work.”

At Tribune Interactive, her main priority is activating print subscribers to use their digital subscription. When subscribers sign up for print, a digital subscription is included at no extra cost, so Sarah helps them get the most bang for their buck.

The typical subscriber she targets is older, bought the subscription years ago and wants the paper in the morning. The audience doesn’t typically follow up with news during the day.

For the older audience, the web can be overwhelming. As part of the digital subscription, tronc readers get an e-newspaper, formatted like a traditional newspaper and emailed to them every morning.

Sarah says this is the biggest selling point because of the familiar format and its accessibility when readers are away from home. “They might not be comfortable browsing a site, whereas with the e-newspaper, that’s what editors have decided is the most important news of the day. You can take it and read it anywhere,” she says. “Everybody loves the e-newspaper.”

In his Rising Star nomination, senior manager of subscriber retention Jon Utz wrote of Sarah, “For anyone else, this would be a seemingly impossible task, but she goes after this goal with enthusiasm and an extremely positive attitude…Changing a behavior of a subscriber like this is extremely challenging, however Sarah has gone all-in to accomplish this.”

As part of her job, she works to make the digital subscription activation as automated and painless as possible. A few times a week, the targeted audience receives an email, asking them to activate their digital account. The email describes the benefits and includes a CTA button. When users click to activate, their information is automatically populated so all they have to do is create a password and hit submit. By signing up, they automatically begin receiving the e-newspaper at their email address.

Last year, Sarah also helped with two LA Times events that were open to subscribers only. The idea was to give subscribers more benefits than they already experience. The events were sports- and politics-themed. They featured editors and writers who took questions from the audience.

“People wanted these kinds of events,” she says. “It was cool to see everyone show up and show a lot of love and appreciation for the work the writers and editors do.”

She says it’s easy to lose the face-to-face connection with readers when working in the digital space. “People really care what you’re writing and putting out every day,” she says.

Her proudest accomplishment is her work with the Student Subscription Program, where college and high school students get a digital subscription at no cost that can be used as a primary news source, research or just to keep informed.

When she was in school, some papers offered discounted subscriptions, but nothing that was free. “I know it’s something I would have taken advantage of,” she says. “Giving students free subscriptions is something I’m really proud of.”

 

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Celebrate Carrier Day and Honor Dedicated Workers https://www.newsmediaalliance.org/newspaper-carrier-day-2018-column/ https://www.newsmediaalliance.org/newspaper-carrier-day-2018-column/#respond Wed, 03 Oct 2018 13:00:18 +0000 https://www.newsmediaalliance.org/?p=7503 On Saturday, October 13, International Newspaper Carrier Day, we want to take a moment to recognize and honor these hard workers.

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Earlier this year, Howard Shelton was shot on the job. He is a carrier for the Arkansas Democrat-Gazette. The 60-year-old was delivering to customers on his route when his car was stolen and he was shot.

His customers set up a GoFundMe to help with his expenses while out of work. It was the first time in 20 years Shelton missed work. His customers lauded his work ethic and standard of care—he’s known for quietly placing the newspaper instead of throwing it, as to not wake his customers. His motto is, “If the paper is printed, it’s going to get delivered—no matter what’s going on.”

Dedicated men and women like Shelton deliver the newspaper – and with it, key information about their local community – to their customers every day. They are a vital arm of the news media industry and imperative to a free and robust press. Shelton is not the first carrier to make news. Last year we profiled a list of heartwarming stories about carriers who went above and beyond the call of duty.

On Saturday, October 13, International Newspaper Carrier Day, we want to take a moment to recognize and honor these hard workers. This is a salute to the hundreds of thousands of newspaper carriers that are necessary to get the news out. They diligently go about their jobs before most of us are even awake. They do not get the glory of bylines or recognition of broadcasters. But the unfortunate reality is, they are risking their safety to make sure we get the news, and for that they deserve our sincere thanks.

To celebrate these hard workers, please run our Carrier Day ad.

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5 Answers with Karri Peifer, Richmond Dish https://www.newsmediaalliance.org/alliance-5-answers-richmond-dish/ https://www.newsmediaalliance.org/alliance-5-answers-richmond-dish/#respond Mon, 01 Oct 2018 13:45:56 +0000 https://www.newsmediaalliance.org/?p=7499 Karri Peifer can recommend restaurants like a fortune-teller reading a palm – all she needs is a single one-on-one interaction to make the best recommendation. “And I do. And literally no one has ever acted on it,” she says. Karri is a Deputy Editor at the Richmond Times-Dispatch and in charge of Richmond Dish. We […]

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Karri Peifer can recommend restaurants like a fortune-teller reading a palm – all she needs is a single one-on-one interaction to make the best recommendation. “And I do. And literally no one has ever acted on it,” she says. Karri is a Deputy Editor at the Richmond Times-Dispatch and in charge of Richmond Dish. We caught up with her to talk about the newsletter and food journalism in this edition of Alliance 5 Answers.

Why did you start Richmond Dish?

Richmond Dish is actually more than a newsletter – it’s kind of an all-encompassing brand around a big digital push for dining news, which we were already doing, but we wanted to do with a more intentional effort and in a bigger way. The newsletter, which we launched in May, is the biggest and most visible part of it.

The idea came out of Table Stakes, the Knight-Lenfest Newsroom Initiative that launched last year and in which the Richmond Times-Dispatch is participating this year. The program is designed to help legacy news organizations become more digitally savvy. We decided to begin with dining news, which already played well in the digital space, but on which we knew we could build. The idea is to keep the effort rolling to other parts of our coverage areas.

But more than anything, we started it to help focus our attention on using analytics – all analytics (page views, newsletter subscribers, click-throughs, open rates, engagement time, digital subscriptions numbers, video views, etc.) – as a barometer for reader interest and engagement, something critically important for newsrooms, especially legacy ones.

The response has been incredible – and not from just my mother, who keeps hitting the reply button on the Do Not Reply email address to share her praise. We’ve consistently grown opt-ins for the newsletter every week and I’m getting triple the tips and information queries as pre-launch, always a great indication of reader interest and engagement.

What is included in the newsletter?

It’s all original content, with an intro graph, nearly always with a fresh dining news scoop, and then a quick summary of the news of the past week, plus links to our related coverage throughout the week. I do put some national news in there when I think it’s of interest to enough people.

What are your goals for Richmond Dish in its first year?

The goals are to grow audience, specifically within our metro area, as those readers are the most likely to become subscribers; to grow digital subscriptions; and to grow revenue around dining news content (the newsletter and video advertisers).

What advice do you have to those wanting to launch a newsletter?

I’d say, be realistic about how much time you can dedicate to it. A newsletter is one piece of content and one delivery method – and for most news organizations, it’s far from the only one. When we launched Richmond Dish, I was basically trying to write five new stories a week to feed into the newsletter in a different voice and style than reporting. It was taking me a full day – and for very little impact on click-throughs. So I reduced it down to one longer intro over five vignettes. Also, I think it’s important to develop a voice for the newsletter, and to give readers a reason to read it and subscribe. And use analytics to see what’s working or not – whether it’s the headline, the topic the position. In digital, your audience is always talking to you. All you have to do is listen.

What is the hardest part about food journalism?

The hardest part is the lack of understanding that it’s journalism. I’m not a blogger; I’m not a reviewer; I’m not some chick with an Instagram account sharing pictures of her food and trading fan tweets for a free side of Brussels sprouts. When I report something – when we, the RTD, reports something – it’s factual, it’s confirmed, it’s real and it’s relevant.

 

 

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OAH Offers Journalists Free Database of Experts https://www.newsmediaalliance.org/oah-offers-journalists-free-database-of-experts/ https://www.newsmediaalliance.org/oah-offers-journalists-free-database-of-experts/#respond Mon, 24 Sep 2018 13:26:11 +0000 https://www.newsmediaalliance.org/?p=7485 Journalists seeking fresh, fast and thoughtful insight from the nation's foremost historians can now consult a database of experts assembled by the Organization of American Historians (OAH).

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Journalists seeking fresh, fast and thoughtful insight from the nation’s foremost historians can now consult a database of experts assembled by the Organization of American Historians (OAH).

The idea for the database sprung up after the 2016 elections, says OAH executive director Katherine Finley. OAH began to get a lot of calls about the issues posed regarding immigration, women’s rights and confederate monuments, among others. “It was journalists wanting to talk to one of our historians to put the issue in historical perspective,” says Finley. Unfortunately, she explained, a lot of these calls or requests would come in with a tight deadline, and opportunities would be missed.

“We have a great group of people to inform these issues and provide assistance to journalists,” she says.

This free database was made possible by the support of the Andrew W. Mellon Foundation.

The database has over 650 historians who are ready to comment on current events and place complicated issues in historical context. The database is organized into 18 different categories and is available to all members of the media – local, national and international; broadcast, print, and online. And the OAH curates it on a regular basis as topics develop and new, diverse historians emerge that are ready to add their voices to the conversation.

To use the database, journalists must register and provide proof they are with a news agency to prevent abuse or trolling of the database.

Journalists will find bios for each historian and examples of their previous work with the media. They can search by categories that cover all subjects and eras of U.S. history including politics, civil rights, women, race relations, immigration, religion, business and capitalism, environmental protection, monuments and memorials, agriculture and food, presidents, constitutional law and sports.

Since the launch, reporters from the History Channel, The Washington Post, New York Public Radio, PBS, The Texas Tribune and the National Press Foundation have registered.

Finley also stresses the OAH is open to feedback on the database. “We want it to be a resource for journalists and make sure it is useful for them. Let us know any ways we could make it better.”

 

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Rising Star: Sarah Krouse, Wall Street Journal https://www.newsmediaalliance.org/rising-star-sarah-krouse-wsj/ https://www.newsmediaalliance.org/rising-star-sarah-krouse-wsj/#respond Fri, 21 Sep 2018 13:37:03 +0000 https://www.newsmediaalliance.org/?p=7483 Sarah Krouse didn’t mean to get into journalism. Now, she’s a reporter for The Wall Street Journal covering telecommunications.

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Sarah Krouse didn’t originally mean to get into journalism. She was looking to make money and found an ad on Craigslist for a D.C. Real Estate Blog.

Now, she’s a reporter for The Wall Street Journal.

She started her path as an English major, but admits, “I’m nosey, so I think that’s the main starting point.” She began taking journalism courses and loved the thrill of writing on assignment. She recounts one assignment where the class watched a fake press conference and had 20 minutes to write a story.

“The pressure of that really appealed to me,” she says.

After college, she went to work at the Washington Business Journal full-time.

“Working at a trade pub was a great way to learn,” she says. “Even roles that seem very nitty-gritty can teach you a lot about the wiring.”

After three years, she decided she wanted to try working abroad. She applied for jobs in London and ended up with the Dow Jones at the Financial News.

“I was on the ground floor writing things like asset management firms,” she recalls. “It taught me the guts of finance and how the plumbing works.”

She became a beat reporter, eventually moving to the U.S. office and in 2015, transitioning over to The Wall Street Journal. “It’s a privilege to do journalism at The Journal,” she says. She enjoys the team effort that goes into getting a story printed. “When you have the beginning of an idea, there are a lot of hands reaching down or across to pull you upward or forward,” she says, noting that her team helps take ideas and nurture them into bigger, more ambitious ideas.

Sarah advises beginner reporters to read a lot. “Read what competitors are writing, read what colleagues are writing, keep an eye on press releases but also watch company filings. What they don’t announce is often the most interesting,” she says. “Learn where the paper trail leads, look at the career section and see what talent the company is trying to bring on board.”

But she acknowledges that there is no one path to success. When she was starting off, she was handed a book list on banking and finance and told to “go for it.”

“It was a combination of doing my homework and writing about these institutions that laid the foundation for  writing the harder, bigger stories. Find a role where you can get a foundational education or get thrown into the deep end.”

Four months ago, she moved from covering money managers to the telecommunications beat.

“It’s cool because it’s a little more accessible,” she says. “My mom knows what I’m writing about now. It’s the telephone, it’s the center of everyone’s universe right now. Anytime you switch beats, it’s a huge learning curve. There’s a mental exercise to that, which helps you become a more well-rounded reporter.”

 

 

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5 Answers with Brian Manzullo, Detroit Free Press https://www.newsmediaalliance.org/5-answers-brian-manzullo-detroit-free-press/ https://www.newsmediaalliance.org/5-answers-brian-manzullo-detroit-free-press/#respond Wed, 19 Sep 2018 13:41:09 +0000 https://www.newsmediaalliance.org/?p=7473 The Detroit Free Press has garnered attention for its hip and snarky Twitter account.They strike the perfect balance between lambasting the Lions’ terrible start to the season and somberly covering breaking news.

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The Detroit Free Press has garnered attention for its hip and snarky Twitter account. It turned heads with its coverage of Aretha Franklin’s funeral (examples here and here and here), memes to promote voting in the primary and cow puns. However, it’s not just fun and games. The Free Press’ Twitter account made headlines during the Larry Nassar sentencing, when it tweeted each survivor’s name in a stream of more than 150 tweets as the hearing was playing out, which led to a “THANK YOU” image and later a Free Press front page. They strike the perfect balance between lambasting the Lions’ terrible start to the season and somberly covering breaking news.

Brian Manzullo is in charge of social media as Social, Search & Audience Editor at the Detroit Free Press. He oversees the social strategy with the help of the digital staff. On social, he manages the Free Press brand accounts and writes the manual messaging. We caught up with Brian for an Alliance 5 Answers, to learn how the Free Press’ social media balances breaking news and nuanced snark.

Is there a vetting process for tweets?

Sometimes, especially for our bigger stories, we’ll run tweets by each other on the web desk and workshop them to perfection – it’s me, our senior news director for digital Anjanette Delgado, senior digital planner Pat Byrne and a team of web editors. But there are also many cases where I just tweet things out and see where it goes, particularly if I know it’s not going to be controversial. We take somewhat of a “ask for forgiveness rather than permission” approach to social media, though we certainly don’t look to cross the line. More often than not, we find readers really appreciate the added voice and, if we run into a situation where we need to backtrack and/or apologize, we try to be as transparent as possible, though that hasn’t happened often at all. Here’s a great example of that transparency from late 2014, via our @freepsports account.

The other half of this is we do automate many of our tweets on @freep and @freepsports using dlvr.it; stories that post on our website are added to a queue for auto-posting on our Twitter accounts, with the headline of the story. That way, we’re able to keep populating our Twitter accounts regardless of the time of day or week, and it allows us to think more creatively about what we’re posting manually rather than inundating ourselves with hand-crafting dozens if not hundreds of tweets a day.

What are the social media guidelines to follow?

We have an engagement-first strategy on social media. Our goal is to surprise, inform and engage our readers day in and day out, whether they’re finding our content and commentary on Facebook, Twitter, Instagram or elsewhere. There’s so much noise on these platforms coming from so many directions, we want to stand out in some way, and showing personality and voice on a platform like Twitter is a great way to do that. We have a distinct way of connecting to our readership in metro Detroit and around the state of Michigan with the way we communicate on these platforms, whether it’s funny tweets, videos, GIFs or even memes. This also works to our advantage because each of these social platforms want engagement and use it as a major factor in their algorithms, which only helps us in terms of surfacing our content in front of more readers.

We translate this strategy to Facebook quite well, where we have one of the highest interaction rates among American newspapers on that platform, according to CrowdTangle, and we do it with a mix of social-optimized content, videos and photos/memes. (More examples here and here and here)

It’s really important to note that the success we have in the social space isn’t possible without outstanding content to begin with, and not just from our writers and editors; our photo and video team is among the best in the country and provides us with exceptional visuals for us to work with on a regular basis. That’s critical.

How do you describe the voice of the handle?

 We try to be fun, light-hearted, conversational and sometimes snarky on @freep, but also serious, informative and clear when we need to be. We want to show there’s a human being behind the account, one that’s committed to delivering the news like everyone expects of us, but also someone who isn’t afraid to engage readers in fun, quirky ways that make sense with our audiences.

 What was the decision to have the handle engage and be so personable and “hip”?

 This actually started several years ago with the @freepsports Twitter account, as a way of giving it a “kick in the pants,” and readers loved it. We were able to grow that account exponentially thanks to that, and it was an easy realm to do it in because sports tends to be on the entertainment side and less serious than, say, politics.

When I moved to the news side in 2016 (I started as sports web editor in 2012), we thought over ways of how we could translate that to @freep. We knew we had to be more careful with it, given the size of the account and the seriousness of the news, but figured we could fine-tune it in a way that better connects to our audiences and doesn’t make us seem so much like a “grandpa in the nightclub,” so to speak. And we aren’t afraid to respond to trolls, as long as we have an appropriately tactful response.

How do your followers react to the tweets?

They love it! Or at least 95 percent of them do (that’s a pure estimation). Understandably, when you put voice behind a brand account, you’re going to have a small bit of polarization, but we’ve managed to limit the number of detractors and those who suggest we should only “report the news.” The truth is we still do that, but we also want to surprise and engage because we know that’s what readers want on these platforms, and that has led to growth in audience, both on our Twitter account and ultimately to the number of readers that come to our website from Twitter.

 

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