The document discusses best practices for online journalism and public relations. It outlines that new communication technologies have created new information consumers with evolving demands. Effective online content conveys information as a purveyor of truth, acts as a forum for social issues, and entertains audiences. Editors and journalists are driven by tight deadlines and the need to grab attention with new or exclusive scoops. Public relations involves analyzing problems and opportunities, crafting media materials, placing content strategically, organizing events, and providing research and evaluation. When writing online news, writers should keep content simple, unique, relevant, credible, and consistent while maintaining a consistent presence. Web content should take a citizen-focused approach and highlight what makes people and cultures unique

1. ONLINE
JOURNALISM
“Taming the Tiger”
Understanding the Media
Ivan Nganda (BBA, MBA, CMO)

2. The Communication Revolution
The propagation of media
channels requires clear
knowledge & understanding
for STAKEHOLDERS to put the
message across.

3. The rapid spread of new
technological innovation in
communication brings new
information consumers with
new demands.
The Communication Revolution

4. Why visit a website?
Conveyors of information
Purveyors of “truth”
Socializers: Attitudes, Values &
Behaviour
Forum for social, political, or
economic change
Entertainers

5. What drives Editors
& Journalists?
Deadlines- Or We are Dead!
Attention grabbers earn promotion
The Scoop: “I got it First”
The Institutional Self Importance
The Comparison Effect
The “Never Give Up-Dig Deep” principle

6. Key Aspects of
Public Relations
Analysing problems + opportunities
Writing and editing materials for the media
Placing Material Advantageously
Organizing Special Events
Showing Face
Providing research and evaluation

7. “Online News writing”
The Tips
KISS (Keep It Simple & Short)
UNIQUENESS
RELEVANCE
PRESENCE
CREDIBILITY
CONSISTENCY

8. WEB CONTENT
* Citizen approach
 The people and what is unique about them
 Culture and the History
 The economic activity description
 The Brand: Cutting Edge Research,
Production etc
 Unique features (Tourism – Uganda Zabu)
 Who is who in the Zardi?

9. PRACTICE
Write a one page story about your Zone
incorporating the unique attributes that make it
stand out or different from the rest?
What do your target audiences expect from you
as a Zone?

10. Q & A
THANK YOU