Читать книгу Feature Writing and Reporting - Jennifer Brannock Cox - Страница 66

Digital Age journalists need to be able to anticipate their audience’s needs. As we discussed earlier, that does not mean pandering by publishing vapid puff pieces and entertainment rumors. But it does mean we have to think like our readers do. When users want information, they often turn to a search engine, typing in a question and clicking on the first of thousands of responses. By anticipating the types of questions readers might have, journalists can add their stories to the Google results list and become a reliable source for readers to click on. Paying attention to trending topics could clue journalists in to what questions people might have on their minds at a particular time. For example, you might notice the hashtag #sharkattack trending during the summer, indicating that people are concerned about a perceived sudden increase in shark attacks on humans. What sorts of things might people search for related to that topic?

 Has the number of shark attacks increased this year?

 Why has the number of shark attacks increased?

 How many shark attacks have there been in the U.S.?

 How many people have been killed by sharks?

 What can I do to prevent a shark attack?

Gathering information from a reputable source, such as a reported news article, can provide peace of mind for people. And by anticipating readers’ questions, you can help your news organization become a source readers across the country can turn to for information.

Knowing why our readers share content online can also provide valuable insight into the types of stories they want. A marketing team from The New York Times conducted research to determine what motivates people to share news on social media.¹⁴ The reasons they uncovered could lead journalists to write stories appealing to those needs.

 To bring valuable and entertaining content to others: Stories containing novelty and/or impact appeal to news sharers who want to entertain or educate their friends and followers.

 To define ourselves to others: Profiles, how-to articles and other features that give readers the opportunity to relate an issue or another person’s journey to their own will prompt them to share those articles.

 To grow and nourish our relationships: Features that provide understanding about how others live can prompt readers to share their findings in hopes of expanding the insight they have gained.

 Self-fulfillment: In-depth articles explaining the background or details of an issue or event can help readers reinforce their commitment to or beliefs about a subject, which they will happily share with like-minded followers.

 To get the word out about causes or brands: Readers who feel passionate about a subject will seek feature stories truly examining their causes so they can share and feel good about them.

Communicating directly with readers to discover what questions they have and what stories they want reported is also essential in the Digital Age. We will learn more about community engagement journalism in Chapter 7.