Modul Mata Kuliah Journalisme Online - Ayo Menulis FISIP UAJY

hold powerful interests accountable and remain true to our mission of public service through fair and
accurate reporting.
But in an age in which new forms of communication are emerging, we must adapt and grow to meet this
challenge if we are to remain relevant. Our journalistic mission carries with it the responsibility to reach
audiences in formats that extend beyond the printed word. We must capitalize on emerging
technologies to provide an even deeper news experience through multimedia and interactivity. We
must embrace the fact that the public wants to choose the ways in which they are informed and to
sculpt the conversations of the day. By failing to accept this new reality, we run the risk of losing our
credibility and vital role in creating an informed populace.
Professional journalism requires resources to execute its mission, meaning that the enterprise has to
make money to sustain itself. As the nature of journalism is changing, so too are the economic models
that finance the work. As a result, the old conflicts between news and advertising have been magnified
and new ones created. That requires more conversations between news and advertising about whether
and how new boundaries should be created and how they should be communicated to the audience and
advertisers.
Principles
Editorial integrity is crucial in maintaining the trust of the public and the credibility of the brand.
The editorial and business sides of the operation need to communicate openly about how best to
capitalize on the growing
economic opportunities online.
Market research and metrics are important tools to help guide content decisions but shouldn't be
the only criteria. There must be a balance between revenue-driven content and public service work.
The consumer's experience is paramount. Advertising models and sponsorships should be
evaluated closely to determine their impact on consumer experience. The consumer should be clear
about content produced by editorial or commercial interests. Advertising and sponsorships should
be labeled.
Protocols
How do you balance content certain to drive traffic to your site against content that serves the public
interest? Where does public-service journalism fit in?
Building audience and serving the public interest are both essential to relevant journalism. News and
advertising each should establish standards and communicate those standards to each other.
How do you resolve conflict and disputes between news and advertising?
Every organization should have a defined process for decision-making, with the resolution based upon
the principles above.
How should metrics and market research influence news judgment?