Embrace Technology and Specialize, Veterans Tell NPC Bootcamp

There are three things you can do to stay competitive as the journalism industry is shifting: Be flexible, familiarize yourself with new technologies and specialize. Technology may be changing, but top journalists must still master the fundamentals of the business: good writing, solid news judgment and compelling storytelling.

Those were just some of the tips offered by some of the media's top editors and experts at the Club's Journalism Survival Bootcamp May 15. Roughly 100 people turned out -- some traveling as far as New York -- to invest in their careers and hear from journalists at National Public Radio, Politico, AOL News, Hearst, Bloomberg and more.

At "Opportunities Hidden in the Headlines," panelist and NPC member Mark Stencel, managing editor of Digital News at National Public Radio, called on participants to understand technological concepts if not specific software and seek out digital jobs that maximize skills they already have. Whether just starting out or struggling to stay current, journalists must be versatile, keep up with new technologies and embrace interactive media, Northwestern University Medill School broadcaster professor Mary Coffman said.

"I would really encourage you to blend skills," added Tom Kennedy, a former multimedia editor at The Washington Post and now principal of Kennedy Media. He suggested writers get up to speed on Photoshop and other visual software programs while photographers and broadcasters hone their writing abilities. What do you need to know? Kennedy suggests: Photoshop, Protools, Soundbooth Pro, Soundtrack Pro, FinalCut Pro, PremierCut pro, WordPress, Blogger, Audacity, and Flash as some of the most commonly-used tools.

In skills-based breakout sessions, bootcamp attendees got a crash course on Twitter, Facebook and other social networking sites with NPC Librarian Beth Shankle. Gazette Managing Editor for Internet Meredith Hooker and recent New Media Masters graduate Joanne Allen urged others to "play" with technology to learn how to build one's brand online and offered advice on where to get the skills needed to make the best presence online.

In a more lighthearted lunch, attendees heard "The Etiquette Expert" Nancy Mitchell advise on how to make the most out of networking by smiling, being a good listener and looking approachable. Career coach and former journalist Jackie Jones told attendees to treat their careers like a news story by finding out what they don't know, then doing the research. "We get stuck because we get scared," she said. "Don't be afraid. Sell yourself and work hard."

Afternoon sessions gave participants a taste of video reporting tips and tricks with Coffman as well as a firsthand look at building websites and online portfolios using WordPress, Weebly and other tools thanks to Mark Young, the former website editor for Media General's Washington Bureau. (For more on specific multimedia at the bootcamp, see Mark Schoeff's Wire article.)

Freelance writers also got on track with sessions aimed at establishing their own writing and editing business as well as how to manage finances with advice from freelancer Ellen Perlman, American Independent Writers Executive Director Don Graul, The Assignment Desk's Alan Portner and Virginia-based freelancer/ blogger Kristen King. Graul offered guidance on what and how to charge for assignments, how to manage income, and how to handle taxes while Perlman shared insights into sticky matters such as negotiating for jobs, saying freelancers should never be the first to offer a rate because they could shortchange themselves.

The bootcamp concluded with representatives from numerous hiring news outlets on what they're looking for in top-notch candidates. The consensus among these expanding organizations was that reporters, writers and editors should specialize and gain some expertise to stand out of the pack. AOL News' senior Washington correspondent said a number of start-ups are hiring new and veteran journalists, although many full-time and part-time positions may be by contract rather than staff positions. Beth Frerking, Politico's assistant managing editor, urged job-seekers to focus on specific reporting expertise and a unique writing style or voice to make themselves more attractive candidates, a thought echoed by Rod Kuckro, chief editor of specialty publisher Platts. There are also a growing number of opportunities at start-up, hyperlocal news websites, according to Ken Sands, online editor for Bloomberg Government.

Technology may be changing and the news business downsizing, "but there's no less appetite for news and information," Stencel said.

A list of all the resources from the Second Annual Bootcamp are at http://press.org/bootcamp/ Missed the bootcamp? Look for follow-up classes at http://www.press.org/training/profdev.cfm

To suggest a class, contact committee chairwoman Susan Heavey at [email protected].