Your neighbor. Your co-worker. Your employee. They are all potential reporters. Years ago, these were the sources that fed “tips” to journalists, who sifted through the information, followed up with reporting and then published the result. Newspaper reporters did this every day, churning out copy in a relentless supply of information.
Yes, the process was relentless. It also was expensive and slow.
Now, the world enjoys ever increasing supplies of information, created by journalists, as well as your neighbors, co-workers and employees. Shawn Williams of the Dallas Morning News recently wrote about the place in journalism these “ireporters” have assumed.
Increasingly, the ireporters report the “truth” about events. They also at some point cover your organization or business, if not in the “mainstream media” then in the social media world of Facebook and Twitter. There is little doubt the ireporters are a premanent addition to the daily—or real-time—journalism business model.
How will the mainstream media monitor these reports on their Web sites and guarantee their veracity? How will they maintain the credibiflity of their organizations while remaining relevant and timely?
Just as important, how will corporations and other organizations remain informed about these numerous reports? The answer will be a combination of a strong brand identity, consistent monitoring of mainstream and social media sources and a steady and concerted effort to address the most crucial of these comments and reports.
Because you never know when your neighbor, co-worker or employee will file a “report” about your organization.