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The entrepreneurial journalist's toolkit : manage your media

Author: Sara Kelly
Publisher: Burlington, MA : Focal Press, 2015. ©2015
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Today's journalism and communication students need the tools to develop and maintain their own media businesses and freelance careers. In addition to mastering the basics of converged journalism practice, they need training in business entrepreneurship, mass communication and business law, and career and reputation management. The Entrepreneurial Journalist's Toolkit provides a solid foundation of multimedia  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sara Kelly
ISBN: 9781138816480 1138816485 9781138816473 1138816477 1315746069 9781315746067
OCLC Number: 891122143
Description: x, 226 pages ; 24 cm
Contents: Cover; Title; Copyright; Contents; PREFACE; CHAPTER 1 Journalism's New Frontier; How we got here; The "Web-first" revolution; An early model; Not a universal model for journalism; A special case; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 2 Build on Tradition; Why do journalism?; The First Amendment and American press freedom; Journalism is still special; Journalism at a crossroads; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 3 A Converged World; The converged journalist; Text; Images; Video; Audio Information GraphicsSummary; Journalist's toolkit; Application; Review questions; CHAPTER 4 Tools are Tools; Essential skills are still essential; Essential legacy skills for journalists; Essential digital skills for journalists; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 5 Find Your Own Way; The Red Bulletin; Working for yourself; Analytics are everything; Why analytics?; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 6 Entrepreneurial Fundamentals; What does entrepreneurial journalism mean? The democratizing news businessWhy does it matter?; Entrepreneurial options for journalists; Analyze the environment; Business structure; The business plan; The strategic plan; Efficiencies through (informal) partnerships; To hire or not to hire an attorney; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 7 Don't Forget the Story; The human angle; Ask the right questions; Ask the right questions in the right way; Elements of effective storytelling; Don't forget your role; Summary; Journalist's toolkit; Application; Review questions; References CHAPTER 8 Find Your AudienceProfiling your audience; Where are your audiences?; Spreading the news online; Targeting the message to the audience; Citizen journalism on social media; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 9 Content and Distribution; Create an engaging website as your online headquarters; WordPress analytics; Blogging; Photo sharing; Podcasting; Post efficiently; Cross-promote through social media; Make it mobile; Avoid online exposure; Summary; Journalist's toolkit; Application; Review questions; Reference CHAPTER 10 Brand and Market YourselfYour life online; Build and protect your reputation; Polish your elevator pitch; Build your online portfolio; Personal branding for professionals; What is your brand?; Summary; Journalist's toolkit; Application; Review questions; References; CHAPTER 11 Create and Manage Online Communities; Community is king; Job Description: Social Media Community Manager; The social Web; Learning from OkCupid; Market research and measurement; Ads, analytics, and optimization (SEO); The nature and needs of online communities; Summary; Journalist's toolkit; Application
Responsibility: Sara Kelly.
More information:

Abstract:

"Today's journalism and communication students need the tools to develop and maintain their own media businesses and freelance careers. In addition to mastering the basics of converged journalism practice, they need training in business entrepreneurship, mass communication and business law, and career and reputation management. The Entrepreneurial Journalist's Toolkit provides a solid foundation of multimedia journalism and also teaches readers to create solid business plans and develop funding proposals while maintaining high legal and ethical standards. This book details the process of pitching and working with clients, managing multi-platform communication campaigns to maximize reach, keeping the books, and filing taxes. It is provides everything a new or experienced journalist needs to get started as a media entrepreneur"--

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