It’s surprising that new media hasn’t taken a stronger hold of the advertising and news industry. A recent study by Project for Excellence in Journalism found that most original news reports originate via old media. Additionally, advertisers continue to use print, TV and radio for the majority of their marketing needs. If new media plans on moving forward, students enrolled in an online masters in communication program will need to learn the four important lessons outlined below.
1. Good Writing Never Goes Out of Style
New media or old media, it doesn’t matter because good writing never goes out of style. An article written with proper grammar, factual and accurate information, and a captivating style is always best. You can blog about your boyfriend and how obnoxious he is, but that will never grab the attention of most readers the way a well written, factual article will.
2. Good Customer Service Goes a Long Way
One of the problems people have with new media is the lack of personal interaction. For example, lets say you placed an ad with an online company and now have questions. Because you completed all of the advertising online, you never spoke to a live person and don’t know who to call. You spend time searching for phone numbers, emails for customer service, and waste time that you would otherwise be spending elsewhere. Is this necessarily bad customer service? No, but it could be better.
Old media sees the benefit of customer service. Personal service is given. Phone calls take place between clients and advertisers. Questions get answered and customers leave feeling satisfied. New media should take note that good customer service goes a long way.
3. Good Writers Check Their Facts
In a day and age where anyone can post information on the Internet and many people claim to be writers, there is no accountability. There are new media sites that consistently present true and accurate information, but there are also sites where your brother’s sister-in-law’s mother posts whatever she feels is important that day. The point is, just because it’s online doesn’t make it true or accurate.
With old media, good writers always checked their facts. Mistakes could still be made, but sources would be checked to the best of their abilities before content reached publication. If all writers in new media would abide by this, more information on the Internet would be reliable.
4. Good Writers Use Captivating Headlines
There was a time when people would walk down the street, see a newspaper stand and either be drawn to buy a paper because the headline was just that interesting or keep on walking. Today, that is still the case for the printed press, but is just as true for online content. Are you more drawn to reading a headline that reads “Top Mexican Beach Towns” or ” Shhhh … Mexico’s Undiscovered Beach Towns”? Whether considering new media or old media, captivating headlines draw in viewers.
New media is the direction in which we are heading, and the tenets of old media may or may not stick around for much longer, but new media would be smart to incorporate lessons from old media if it plans on a solid future.