Journalism 2.0: a social network experiment

Despite the challenges “old media” face from the new world of social networking, these appear to be exciting times for journalists who are willing to embrace the new reality — or to at least experiment with it.

A new weblog, Beat Blogging, is one such experiment. The idea behind Beat Blogging is to connect reporters via a social network — a blog, in this case — to help them improve their beat reporting.

The group of 13 journalists — one each from various news organizations — includes a couple of journalist-bloggers whom I try to read occasionally:

  • Eric Berger, who blogs as SciGuy for the Houston Chronicle. Berger says he joined the network because he hopes “to raise the level of debate on my existing blog by adding considerably more commentary from practicing scientists, and giving scientists a non-threatening place to interact with the general public.”
  • Eliot Van Buskirk of Wired’s Listening Post blog. His editor, Evan Hansen, says, “One of the lessons we’ve learned is that blogging offers a fundamentally different relationship with readers than traditional newsgathering, and with this project we hope to tap even deeper into that phenomenon.”

Via The Chronicle of Higher Education‘s news blog. The Chronicle is one of the 13 news organizations to take part in the experiment and has assigned Brad Wolverton, who covers the business of college sports, to Beat Blogging.

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Mac’s new TV ad perpetuates PR stereotypes

No wonder public relations gets such a bad rap. Even PR’s comrades in marketing, the ad folks, are presenting PR in a negative light and perpetuating the slick spin-doc stereotype.

[kml_flashembed movie="http://www.youtube.com/v/fAdAq98nb_o" width="425" height="350" wmode="transparent" /]

I’m referring, of course, to Apple’s latest Mac vs. PC TV ad. The one I saw last night features a PR spokeswoman for the PC guy (John Hodgman) who tries to put a positive spin on the problems with Microsoft’s Vista operating system. It’s one of three new Mac vs. PC ads Apple has rolled out recently, and as Digital Journal reports, the new ads are more mean-spirited than previous ones.

I haven’t seen the other two ads — only the “PR Lady” piece — so I’m not qualified to comment. But it isn’t the mean-spiritedness that I mind as much as it is the way fellow marketers are perpetuating the corporate PR stereotype. For instance, as Digital Journal reports, “When PC admits how many users have gone back to XP after facing challenges with Vista, the PR rep says: ‘By downgrading he means they’re upgrading to an older, more familiar experience.'”

Besides, what PR person ever says “No comment”? Again, another stereotype.

It seems the new PR Lady ad might say more about the state of corporate ad agencies today than the PR business.

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