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Six Competencies of the Next Generation News Organization Six Competencies of the Next Generation News Organization

Six Competencies of the Next Generation News Organization, by Annette Moser-Wellman, is the result of interviews with 24 technology leaders and thinkers. It identifies major technological trends that promise to have significant impact on the collection, production and distribution of news and information. It outlines a series of special skills and capabilities organizations should develop, acquire or strengthen as a result.

Moser-Wellman calls the six special competencies "The Platform Strategist," "The Marketer," "The Community Builder," "The Data Miner," "The Complete Storyteller," and "The Entrepreneur." These competencies encompass many specific skills, from smart product differentiation and advanced digital storytelling to the abilities to technologically extract maximum value from archives, leverage content across platforms, and drive contact and collaboration.

The technological developments reviewed range from the Semantic Web, 3G and 4G connectivity, cloud computing and mesh networks to the democratization of the tools of media, the rise of location-based information and the increased ability to target both content and advertising.

Download a PDF version of this report here.




Commentary and press coverage

Report Outlines Six Competencies News Organizations Need to Develop to Profit from Changes in Technology

NPPA Region One » Are you competent? Is your newsroom?

Six Competencies of the Next Generation News Organization

Six competencies of news organizations

More pressure on marketing expected
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Coming Soon

Executive Program Focuses on Integration and Innovation

The many changes in the media are forcing media companies to push for efficiencies and innovation at the same time.

To meet that need, MMC has created an intense, innovation-focused two-week program called the Media Executive Leadership Program. It will be offered July 20-31 at the James Allen Center on the Northwestern campus.

In the middle of a devastating media recession where many newspapers and television stations are thinking only of survival, it is easy to overlook the fact that tomorrow's media organizations are being built today.

We already know some media companies will not survive. Others will so damage their brands that their future viability will be in question. Those that do survive will face a changed world, filled with great pitfalls, but also great opportunity.

In this unprecedented environment, media organizations must make one of two choices. The first is to do nothing - business as usual. Organizations that make this choice allow events and competitors to shape their destiny. Staying the same means giving up the opportunity to lead. What will be the result? Only time will tell.

The second choice is to apply proven strategic thinking and innovative ideas to traditional media brands. This approach involves moving beyond current cultural, platform and sales limitations. This second approach requires highly skilled change agents willing to use fresh thinking and the latest ideas to advance organizations into an important new world. If done right, the result will be a dynamic, forward thinking organization with the potential for incredible profits.

For almost two decades Northwestern University's Media Management Center has taken a leadership role in creating the future of media. With the resources of both the Kellogg School of Management and Medill, the Center occupies a unique role in international media development. Part research organization, part think tank, part educator, the Media Management Center is the clear leader in future media thinking.

We know the public's demand for news and information continues to grow. Some media organizations will take great advantage of this growth. They will build great brands that also result in great profits. If you are a change agent, willing to look at the world in a fresh way, then the Media Executive Leadership Program is for you.

Please download and return this application by July 6. Cost is $11,400, which covers tuition, materials, food, lodging and activity expenses - everything but transportation to Evanston.

 
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