communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Ronewmedia live blogging 6

Last session on web 2.0

Melanie Shah: on multimedia storytelling
Today's editors' nightmare: multiple sources of information to choose from and readers choose the "best of breed" service not the same (no loyalty) --> one solution is to tell a story.

The best way to tell a story (use media according to their characteristics)
bomb goes off - send a mobile alert
more info on bomb - online
full story live from the scene - TV
all the implications - print
[all of these are interrelated and if they can work together they can create one publishing brand instead of smaller brands]

(online version of newspaper promotes the next day's print edition main story)

Case Study: The Daily Telegraph sends you at the end of articles in the print edition to their www edition to watch movies related to the story;

Page 2 multimedia summary: very popular in Scandinavia: what's on the web, latest podcasts, latest news, latest videos [at this point Twitter went down sniff sniff]
Case Study: VG Tabloid gets a picture from a reader in SE Asia; the picture is of the beginning of the Tsunami - they were the first to break the news that something was happening there
Case Study: Kleine Zeitung, small newspaper asks for pictures from readers about relevant events they miss under the slogan "Let us know what we do not know"
Case Study: 911 call published online to complement a story about someone getting trapped under a car

Audio SlideShows [running out of battery power]

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