PRACTICALITY
PRACTICING YOUR FAITH IN JOURNALISM
IF YOU WANT TO CHANGE THE WORLD, HOW DO YOU CHANGE IT?
INTERNAL AND EXTERNAL MARKETING
THE SOP PROCESS
MY REACTION TO THE SOP PROCESS
REJECTION OF THE SOP PROCESS
HOW THE SOP PROCESS WORKS INTERNALLY
CHANNELING NEGATIVE ENERGY INTO POSTIVE ENERGY
THE SIX-STEP SOP PROCESS EXPLAINED
TYPES OF SOP’S
DESIRED EFFECTS OF SOP’S ON THE NEWSROOM
HOW SOPS MAKE BETTER MANAGERS
NO MORE "EMAIL MANAGERS"
MANAGERS BECOME LEADERS
A LIVING DOCUMENT OF GUIDELINES
A NOTE ABOUT UNIONS AND SOP’S
ONE LAST NOTE ON MARKETING INTERNALLY
HOW THE SOP PROCESS WORKS EXTERNALLY
PROCESS
PROMOTION
DISTINGUSHING JOURNALISM FROM “THE MEDIA”
DESIRED EFFECT OF MARKETING SOP’S TO THE PUBLIC
OUTSIDE VALIDATION
IF YOU WANT TO CHANGE THE WORLD, HOW DO YOU CHANGE IT?
Now that you have some faith, and some ideals, and some insight, the question is how do you turn all of that knowledge into something practical? If you want to change the world, how do you change it? How must we guard ourselves from being swept up by the dark side, that other, false gospel? Now we begin the process of the internal/external marketing of journalism values.
Internal/external marketing is not new. Most people think of marketing as advertising, but it’s not. To “market” is to promote, sell or distribute a product or service. Certainly, the newscasts we see on the air is a product. But more than that, broadcast journalism is a service. So, journalists need to know as much as possible about service marketing. We are part of the 4th estate—a term coined in 19th century England that numbered the press just after the three estates of the church, the nobility, and the commoners. In modern democracies, the 4th estate is considered the 4th check and balance on power. By that I mean, the press is part of the check and balance system designed by The Founding Fathers—the separation of powers with the three branches of government—to balance power within our newly founded democratic system of government.
The Founding Fathers wisely decided the press should be outside of government and therefore not dependent on the government for funding. This way, the government cannot manipulate the press by the adding to, or cutting off, funding to shape the content of the press. Our system is set up so journalism is responsible to the marketplace. The consumer decides the fate of commercial broadcast journalism, not politicians. Journalists are supposed to serve their country in a watchdog role, as yet another check and balance on power. Our mission is to serve the people, to inform the public, and to preserve the democracy. Our purpose is to give citizens information on which they can choose to act or not act. We reveal information, hold the powerful accountable, and give voice to the voiceless.