Roshan de Jong for Porto 2013
I care deeply about EYP, media, and
For the rest, I’ll let my application speak.
The way to make a long-lasting impression on people is to teach them things they can take home with them. That’s what I want for Porto.
There are three things I can give the journalists:
- A creativity-brain-muscle they can be proud of;
- A thorough understanding of their involvement in the things they’re part of;
- The discovery of their strengths and how to focus on them.
Chairs will have a journo by their side who appreciates their part in the committee, has clear ideas of what they want that to mean, and will be valuable beyond his camera. Delegates will enjoy more worthwhile content, produced by more accessible journalists.
Vision of journalism in EYP
Journalism is about creating something that someone actually wants.
· Journalists are your best
friend - both for the chair and the delegates
Because of their unique position within their committee (being an official, but not the direct leader of the committee), they can help the delegates out perfectly and have fun with them, as well as help the chair. Journalists do not interfere with the vision of the chair; but they help execute it. Their involvement will majorly take place around the committee room, instead of (during the activities that take place) inside of it.
· Editor-in-Chief leads, the editorial team executes
I propose the new position of an Editor-in-Chief (EiC) – someone to guide with vision. The EiC should focus on leading the team and teaching them how to become better in what they’re doing, and how to implement the vision in the session. The editorial assistants execute. The assistants all have a certain field of expertise, in which they can excel.
· Content = Stories
Everything a media team produces always tries to share something, to tell something: be it a feeling, a history, an idea, or something else. Every piece of content is a story. Treat it that way: with care and meaningfulness.
· Different people, different stories
Not everyone has to like EVERY piece of content. Every story has its own audience, and every story has the right medium. (Please see below “Use for each medium”.)
· Professionalism & quality are crucial
Not many people like to spend their valuable time on products that are amateuristic and of low quality. That doesn’t mean every product has to be “serious”; just of high quality.
· Content should provide value
It’s about finding a valuable story to tell, not producing content for the sake of producing.
· Academics as news – tracking the committees
What problems is AFET facing with regard to Jerusalem? What stance does EMPL take on positive discrimination? What are ECON’s biggest concerns with regards to their solutions?
· Pictures & Stories
A picture can say more than a thousand words. But together they are genuine gold.
Many session elements are well-suited to 'pictures-with-large-caption' coverage. And Pinterest is an amazing medium for this (please see the Dijon Pinterest under "Other Work").
A vision is of course nothing without an execution. I plan on making things happen this way:
· Everywhere, all the time
We will use many different mediums (including ‘live’ ones) to tell many stories. And the best collections of stories have an overall theme.
· Double deadlines
We will be actively working on personal progress, and the quality. Therefore we will work with a double deadline system. After the first deadline, the editorial team will review all the work, and give feedback. The second deadline will be the final deadline in most cases.
Every day we will be actively looking for new ideas. Brain sweat guaranteed.
· Method to madness
In order to create valuable content, one needs to know for whom, and how, it will be valuable. This will be a cornerstone for everything we create.
· Structure of the press team
Ideally, there will be three editorial assistants helping out: one that can focus on language; one that can create the layout and design of the products; and one that can create the videos (the video editor).
Use for each medium
Every medium is suited for certain kinds of stories. They should complement each other and be used like is best for them. Not every story will speak to every stakeholder in the session, but that's fine. You cannot possibly like everything.
During the session, we will be looking
at the possible uses for different media – looking at the content we want to
put out, who might be interested, and the best way to get it to them. Some
things you’ll be seeing: Twitter updates from GA (maybe even trying to involve
actual politicians); a Pinterest board with the best quotes from delegates and
coverage of teambuilding; Vine video’s galore; and a newspaper that brings
everything together. Digitally, Facebook will have a comparable ‘Hub’ function.
Good internet access for all participants would exponentially increase the power of what we could do.
The session theme
The world is changing.
Barriers are falling down, and so are safety nets. The ‘Choose Yourself’ era is
Throughout the session, I would like to infuse delegates (and other participants) with this sense of empowering danger: you can choose yourself to shine; no one else has to pick you. Participants will be encouraged to export their own media, by working together with the media team to create the stories that they care about. They will also be importing their own media, by choosing what they want to consume from a wide selection.
In preparation and throughout the session, I would be working closely together with the organising committee on infusing the media team’s presence – and the stories we create and tell – with the session theme. A bit of import from you, and a bit of import from me.
For more of my work on how marketing should be more about Social, and less about Media, blog.roshandejong.com would be a good place to go. Here I also write on dealing with the opportunities that our changing social and economic world brings.
On creativity and seducing the muse of
inspiration, there are several pieces of content of mine in the pipeline at
clairediazortiz.com, the personal blog and community of Claire Diaz Ortiz (Head
of Innovation at Twitter). In the future, some of my pieces will be featured on
Medium.com. I'd be happy to preview some of those if these sources agree.
Other than that, the media output from Dijon 2013 would be a good place to start, especially from the 10th of July onward.