Yes, opinion should be part of journalism and news reporting

TechCrunch had a good post today on how there needs to be more room for opinion in news reporting (“We Need More Opinions in News, Not Less,” TechCrunch, 8 July 2010).  A few thoughts.

Other Publications are Already Doing It

It might be good to take a cue from publications like the Economist.  I quite appreciate when they put opinion into their reporting. They usually identify their stance within the first two paragraphs – “It’s the opinion of this magazine that…..” – and then they continue reporting.

Get the Juices Flowing for a Better World View

When I get hit with opinion, I welcome it.  It offers the reader an immediate starting point and helps them identify where the reporter is coming from. All the complaints about the difficulty for the lay reader of filtering news content, and such and such a publication or newscast being biased. This is actually a perfect way to give the reader their own filter before they start reading.  “Ok, I’m reading something from an author who has this lens on.  Therefore, what I hear may be affected by that.”

In my opinion, this opens the door for much more robust thought processes and discussions on the events and issues happening around us.

Note: This may not be entirely fair or realistic, as I’m trained to do the above, and many people haven’t had that opportunity and may not know to apply this filtering process.  All the more reason to be blatant about where the opinion is, and then offering them opportunity to think further about it in their mind.

Be a Good Professor

I’ve been through my fair share of education – one undergraduate and two graduate programs – and I think the best professors I’ve had have been those that can clearly and comfortably state “what side” they’re on, get the facts out, and encourage us to think further – in whatever direction – about what we’re learning.  They’ve pushed their students past the point of consumption, memorization etc, and really gotten them analyzing, having meaningful conversation and getting to the meat of things, while still being able to convey “just the facts.”  I don’t think they could have accomplished all of that if they kept all opinion out, both theirs and ours.  They allowed room for opinion in a forum that was meant to inform people about what’s happening around them, and the experience and takeaways were much more valuable because they did that.

Keep Op-Ed and Editorials Where They Are

Should journalism turn into opinion writing? No, it shouldn’t.  Opinion pieces – which usually contain a smaller number of hand-picked facts amidst the opinion – should stay opinion pieces.  If you muddle opinion too much, you start losing the facts.

But there should be room for opinion.  It forces thinking and opens viewpoints.  So bring it.

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Subjective Learning as a Marketer

This post was originally published on Ad Your Comment Here

As in any profession, our jobs are never done when it comes to learning. 

Learning can come in many forms: industry articles, conferences and seminars, internal training sessions, or going back to school.  But there’s a different type of learning that requires being very conscious of yourself not as a marketer, but as a consumer.  The age old “Putting yourself in the other person’s shoes.”

I call it Subjective Learning.  No, this isn’t technical, and probably somewhere in psychology or something there is a different (and more formal) definition of this.  But the idea is that you have your own personal feelings as a consumer that could be valuable when it comes time to make decisions as a marketer.

For instance, why does one direct emailing campaign cause you press delete, while another one causes you to sign up for a two hour free webinar during the busiest day of your week?  Is it the content?  Was it the subject line?

We need to actively identify ways in which data, content, info and….well…marketing campaigns either reach us or don’t.  And while you certainly don’t want to run a marketing campaign solely on what you feel as a consumer (that’s like running a one-person focus group!), these actively sought out pieces of information can be very valuable, especially when it comes down to the little things like the updating of your Facebook Pages status, or a company Tweet.  What’s going to make people come to your page or Retweet you?

So, be a little subjective in your information gathering and it could really help you hone your skills as a marketer.

What are some of the things you’ve noticed as a marketer when you put on your consumer shoes?

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Mass High Tech: New media has something to teach the area’s universities

I’ve recently graduated from business school and entered the field of new-media marketing, yet I’m continually surprised that many of the ideas I’m faced with professionally every day had not been a part of my MBA curriculum — not a mention of new-media strategies, ideas or tools in any of my courses. There was no mention of such things as collaborative gaming products, no discussion of free user platforms supported by advertising, or content management and thought leadership, or the software-as-a-service business model. And there was no discussion of new ways to communicate with customers or the great shifts in consumer behavior that have occurred and still are occurring……

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