How Do You Do It?
Post categories: blogs
| 13:51 UK time, Friday, 15 February 2008
If you want people to trust you, you have to be as open as you can.
So in that spirit , my executive producer has asked me to write this post explaining how I approach my job.
鈥淓ditor, Internet Blog鈥 is shorthand. 鈥淭he man who persuades important people in 大象传媒 Future Media and Technology to write blog posts鈥 is more accurate but a bit of a mouthful.
But as well as persuading people to write, Alan Connor and I do the actual work of putting what they write into the blogging software, checking it, sometimes adding extra links and , and then pushing the button to publish. In the long run I want the contributors to the blog to draft their posts in the software rather than sending them to us on emails. Ashley Highfield has already agreed to do this.
Senior 大象传媒 executives are busy people. Asking them to put aside time to blog as well as everything else they do is sometimes tricky. It would have been easy for Ashley to say 鈥渢his blog is a really good idea, but I鈥檓 far too busy to do it myself鈥. Instead he has now written 18 blog posts in three months, which speaks for itself.
At which point I hear a sceptical blogger somewhere saying 鈥渄oes Ashley really write all his blog posts?鈥. Yes he does. Sometimes I suggest an edit (and he sometimes gets annoyed with me when I do!), but everything you see in his name on the blog is written by him personally, not by anyone else.
But I should mention, in the spirit of openness, Paul Almond who is Head of Communications in FM&T. We have recently added Paul as a user to the blog so that he can read entries before they are published (particularly Ashley鈥檚). Since this blog is read by the press and media it鈥檚 a good idea for Paul to be aware of what's going on and he does sometimes suggest the odd edit. From the start Paul has been an enthusiastic advocate for the blog, in his words he wants to 鈥減ut it at the heart of everything we do鈥.
I can hear that sceptical blogger again 鈥渨hy are communications people editing blog posts? Blogs should be about personal expression, not corporate messages!鈥
Well, for me 鈥渂logging鈥 is just a very simple form of publishing content on the internet. You can use it to do anything you like. So the Internet Blog is a mixture of things:
Stuff we want you to know about (call it marketing 大象传媒 products and services if you want).
Stuff you want to know about. For example as a result of the comments on Richard Titus鈥 post about the beta home page I asked James Price to write a post about the promo box. You might call this customer relations or even accountability, particularly when 大象传媒 people explain and justify decisions they make.
Conversations. 大象传媒 people asking you what you think the 大象传媒 should be doing (should this be called research?).
Stuff which is just fun, interesting or gives a flavour of what鈥檚 going on around here, just publishing content.
Put these four things together and what are we doing? Shall we call it 鈥渂logging鈥?.
I think marketing and public relations are being shaken up by these new media tools just as much as publishing and content creation (PR personis one of my favourite bloggers). The traditional suspicion that exists between content creators, journalists, bloggers and marketeers is pointless. In fact they are a network, even a community of people who rely on each other and increasingly use the same tools and techniques.
Which brings me to the other part of my job. As well as just publishing stuff I try and join in relevant conversation where ever it is or blogs and in communities. I try to identify myself clearly . If I'm not on buisness and am writing I omit my job title, but I don鈥檛 try and disguise my identity online.
Simply by putting in links to relevant posts from the Internet Blog I hope to stimulate conversation about what the 大象传媒 does on technology and on the internet.
I鈥檓 obsessed by the idea of the 鈥渓ink鈥. So much so that now if I see some web content that references a blog post but doesn鈥檛 contain a link I go a bit peculiar.
But linking is not just about linking up web content. It鈥檚 also about linking up people. It鈥檚 part of my job to link up with people all across the 大象传媒 in the hope that everyone can talk to each other better. Frankly, I鈥檓 happy to talk to anybody who wants to talk to me, inside or outside the organisation.
Other people who should be mentioned are Alan Connor (coeditor) who works on the blog two days a week (and a bit more). Alan's contacts and expertise are invaluable. Jem Stone (executive producer) comes up with ideas for the blog. I have day to day editorial control over what gets published on the blog, but if Jem says no, it doesn鈥檛 happen.
"Transparency" is but that's what I'm aiming for on this blog. And I鈥檓 racking my brains to think of anything else I can tell you. So if there is anything you want to know just leave a comment.
Nick Reynolds is editor, 大象传媒 Internet Blog.
Comments
This blog has full time staff?
I'm a huge fan of the 大象传媒 but, come on, even I have to say this time "only in the 大象传媒..."
I'm not sure that I understood a word of that.
Echoing the first post. I'm shocked about the use of 大象传媒 resources here. There's cut backs all over the place and this is where the license fee is being spent?? I'm all for accountability and transparency but please 大象传媒, this is utter drivel and a complete waste of money. How can you justify a full time job "persuading" people to write posts? For gawds sake. Get a grip.
Is it just me that finds it ironic that all these "important people in 大象传媒 Future Media and Technology" need to employ someone in a no doubt senior position themselves to persuade them to blog and help them input and publish it? Exactly how did that pass a public value test?! So Ashley Highfield et al want to talk and share their views with the public? Great. Can they not make time for that and do it themselves if it's so important? Fellow director Richard Sambrook does an excellent job of it all on his own without the need to employ a team of people to do it for him. Maybe a greater emphasis on employing staff to make things on bbc.co.uk work properly and deliver things efficiently rather than apparently technically inept people to posture and pose about how wonderful and innovative everything is would be a better use of the licence fee and more in line with audience needs? Agreed with the comment above - this blog is corporate drivel and in particular this last post is a deeply embarrassing insight into 大象传媒 FM&T ego-driven mentality. What a waste. I'm a huge supporter of the 大象传媒 and have never complained before but this is just ridiculous.
To Jax and Rob F,
but you're happy with the amount the 大象传媒 spends on conventional Internal Communications?
This will save money. The 大象传媒 should be able to employ top people who have time and can express decisions and choices in a clear manner. People can see beyond the spin and spelling mistakes and can tell whether there is a genuine attempt and effort to steer the 大象传媒 in the right direction.
Nick,
How come your thumbnail photo is about 15 years old?
You should update it. You do after all have a massive amount of resources at your disposal to do so.