{"id":14056,"date":"2022-04-04T10:05:15","date_gmt":"2022-04-04T08:05:15","guid":{"rendered":"https:\/\/journalift.org\/?p=14056"},"modified":"2022-04-04T10:08:46","modified_gmt":"2022-04-04T08:08:46","slug":"urednicka-inovacija","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/urednicka-inovacija\/","title":{"rendered":"Uredni\u010dka inovacija"},"content":{"rendered":"\n

Inovacija je postala jedna od klju\u010dnih rije\u010di kada govorimo o novinarstvu. U svijetu u kojem je internet prezasi\u0107en informacijama i zabavnim sadr\u017eajem, razni akteri se takmi\u010de za pa\u017enju publike na brojnim platformama. U takvom okru\u017eenju stvaranje ne\u010deg druga\u010dijeg, ne\u010deg inovativnog \u0161to \u0107e se istaknuti i privu\u0107i pa\u017enju postaje klju\u010dno za uspjeh medijske organizacije. Na\u017ealost, kao \u0161to je slu\u010daj s brojnim rije\u010dima koje se pre\u010desto koriste, stvarno zna\u010denje inovacije postalo je nejasno i neopipljivo.<\/p>\n\n

Dakle, \u0161ta je inovacija u kontekstu proizvodnje medija i sadr\u017eaja?<\/h2>\n\n

Kada novinari\/ke i urednici\/ce govore o inovacijama, naj\u010de\u0161\u0107e misle na <\/span>tehnolo\u0161ki pristup pripovijedanju<\/span><\/a>, na <\/span>formate pri\u010de<\/span><\/a>. To je, naravno, va\u017eno. Me\u0111utim, <\/span>tehnologija sama po sebi ne\u0107e stvoriti istinski izvanredno novinarsko djelo<\/strong>.<\/span> Slaba, generi\u010dka, irelevantna pri\u010da, \u010dak i ako je napravljena kori\u0161tenjem najnovijih produkcijskih trikova, i dalje \u0107e biti samo trik, pretjerano ukra\u0161en mamac za klikove koji ne\u0107e odjeknuti kod va\u0161e publike i potencijalno mo\u017ee \u010dak na\u0161tetiti va\u0161oj reputaciji.<\/span><\/p>\n\n

\"\"<\/figure>\n\n

Ako pogledate neke od najboljih primjera uspje\u0161nog i efektnog novinarstva, uo\u010di\u0107ete da je istinska inovacija u ure\u0111iva\u010dkom pristupu pri\u010dama<\/strong>.<\/span> Ure\u0111iva\u010dke odluke donose novinari\/ke i urednici\/ce kada odlu\u010de koju \u0107e pri\u010du obra\u0111ivati, i \u0161to je najva\u017enije, kakav pristup, iz kojeg ugla zauzeti \u2013 to je ono \u0161to je zaista va\u017eno. Svaka pri\u010da, nakon \u0161to je objavljena kao vijest, ima ogroman potencijal za dalji razvoj. Kako \u0107ete razviti tu pri\u010du zavisi od va\u0161eg kreativnog i inovativnog pristupa i, \u0161to je veoma va\u017eno, od va\u0161e publike.<\/span><\/p>\n\n

\u010cesto koristim ovaj primjer u radu s redakcijama: jednostavna, ne tako uzbudljiva, ali va\u017ena pri\u010da: \u201cPoskupljuju karte u javnom prevozu\u201d. \n<\/p>\n\n

\"ILUSTRACIJA:<\/figure>\n\n

Zamislite da je vijest upravo objavljena: lokalne vlasti najavile su zna\u010dajno pove\u0107anje cijene karata za 25%. Kada se to dogodi, svii lokalni medij \u0107e je prenijeti. I vi. Ve\u0107inu vremena ljudi se ne\u0107e ni sjetiti u kojem su mediju prvi put vidjeli tu vijest, kratke pri\u010de \u0107e biti gotovo identi\u010dne na svim stranicama i platformama. Te\u0161ko je istaknuti se. \n<\/p>\n\n

Ali \u0161ta se dalje de\u0161ava? To je pri\u010da koja je relevantna za ve\u0107inu ljudi koji \u017eive u va\u0161em gradu. Dakle, logi\u010dna uredni\u010dka odluka bi bila da se ide dalje i detaljno obradi. \u0160ta mo\u017eete u\u010diniti s tim? Tradicionalni pristup u pro\u0161losti bio bi pisanje dugog analiti\u010dkog \u010dlanka koji bi obja\u0161njavao sve aspekte i posljedice tog pove\u0107anja cijena. Ili napraviti dug TV\/radio studijski intervju sa zvani\u010dnikom\/com koji \u0107e pri\u010dati o tome za\u0161to su to morali da urade, vjerovatno naduga\u010dko i na\u0161iroko. Oba bi vjerovatno sadr\u017eavala mnogo informacija, ali moderno govore\u0107i, ne\u0107e biti jako popularna me\u0111u publikom. \n<\/p>\n\n

Dakle, <\/span>ovo<\/strong> je trenutak kada trebamo postati kreativni i inovativni.<\/span><\/p>\n\n

Postoji mnogo na\u010dina na koje mo\u017eete razviti ovu pri\u010du. Ali prvo, morate razmisliti o svojoj osnovnoj i ciljanoj publici \u2013 koji aspekt ove pri\u010de je njima najrelevantniji? \n<\/p>\n\n

Zamislimo da su va\u0161a ciljana publika <\/span>studenti\/ce<\/strong> \u2013 svakodnevno koriste javni prevoz, nemaju mnogo novca, pa \u0107e pove\u0107anje cijena uticati na njih. Istovremeno, malo je vjerovatno da \u0107e biti zainteresovani za pitanja gradskog bud\u017eeta, intervjue sa zvani\u010dnicima u odijelima ili duga\u010dke analiti\u010dke priloge. Oni konzumiraju sadr\u017eaj na platformama dru\u0161tvenih medija. Kako tu pri\u010du u\u010diniti relevantnom i zanimljivom za njih? Evo nekoliko primjera:<\/span><\/p>\n\n

\"ILUSTRACIJA:<\/figure>\n\n

Alternativa javnom prevozu<\/h2>\n\n

Mo\u017eete provjeriti koje alternative imaju mladi ljudi da zamijene tradicionalni prijevoz ako ne mogu priu\u0161titi tro\u0161kove. Bicikli ili skuteri? To bi mogao napraviti va\u0161 novinar\/ka koji bi i\u0161ao istom rutom od A do B koriste\u0107i autobus, bicikl i skuter, snimaju\u0107i vrijeme, tro\u0161ak i usput snimaju\u0107i kratke mobilne selfi video snimke. Ili mo\u017eete imati takmi\u010denje s troje u\u010denika\/ca koji putuju na isto putovanje koriste\u0107i razli\u010dite vrste prevoza i izvje\u0161tavaju svoje iskustvo u kratkim selfi videima ili fotografijama. Mo\u017eete koristiti time-lapse kameru za kreiranje zabavnog dinami\u010dnog videa. \n<\/p>\n\n

Koliko je 25%?<\/h2>\n\n

Mo\u017eete napraviti jednostavnu ilustraciju o tome \u0161ta to pove\u0107anje cijene zna\u010di upore\u0111uju\u0107i ga s drugim stvarima koje studenti konzumiraju. Na primjer, tokom jedne sedmice razlika u cijeni zna\u010di tri kafe manje iz popularnog kafi\u0107a. Za Instagram objavu ili pri\u010du ne morate koristiti nikakve napredne alate za produkciju \u2013 samo snimite pet \u0161oljica za kafu na stolu i onda \u0107e sljede\u0107i snimak imati samo dvije \u0161oljice s tu\u017enim emoji sli\u010dicama, kratki tekst \u0107e objasniti \u0161ta je to. Tako\u0111er mo\u017eete imati GIF, meme ili TikTok video, poigravaju\u0107i se tom idejom smanjenja broja kafa da biste mogli priu\u0161titi vo\u017enju autobusom. \n<\/p>\n\n

\"\"<\/figure>\n\n

Fitnes<\/h2>\n\n

Mo\u017eete pogledati koliko bi kalorija osoba sagorjela kada bi pje\u0161a\u010dila nekoliko stanica umjesto autobusom. Ovo mo\u017ee biti grafikon, video, snimak ekrana mape vje\u017ebanja iz aplikacije za fitnes na telefonu. \n<\/p>\n\n

Sada zamislimo da treba da pokrijete tu pri\u010du o kartama za <\/span>zaposlene sredovje\u010dne \u017eene<\/strong> iz niske socio-ekonomske grupe (ako trenutno poku\u0161avate da pove\u0107ate ovaj segment svoje publike), za koje \u0107e poskupljenje biti zna\u010dajan udarac na njihov porodi\u010dni bud\u017eet.<\/span><\/p>\n\n

\"ILUSTRACIJA:<\/figure>\n\n

Li\u010dna pri\u010da<\/h2>\n\n

Za ovu publiku dobar format bi bila li\u010dna pri\u010da nekoga ko \u0107e se izjasniti i izraziti svoju frustraciju i zabrinutost. Razgovor sa \u017eenom koja je zabrinuta zbog novih cijena i otvoreno razgovara o tome \u0161ta to za nju zna\u010di (video ili tekst sa slikama), u snimku koji je sama napravila, dobro bi funkcionisao na va\u0161oj Facebook stranici kao i na web stranici. \n<\/p>\n\n

Obja\u0161njenja i savjeti za socijalnu skrb\/podr\u0161ku<\/h2>\n\n

Postoje li na\u010dini da se objasni kakvu dodatnu podr\u0161ku ljudi koji se finansijski bore mogu dobiti od vlasti? Posebne pogodnosti? Kako se prijaviti za njih? Mo\u017eda zbirka savjeta kako u\u0161tedjeti novac na hrani ili drugim potrep\u0161tinama? To bi mogla biti zbirka jednostavnih korak po korak obja\u0161njenja napravljena kao tekst sa grafikom ili fotografijama. Mo\u017eete zamoliti \u017eene da po\u0161alju svoje savjete o tome kako u\u0161tedjeti novac \u2013 interaktivni sadr\u017eaj je vrlo popularan i ima veliki potencijal na platformama dru\u0161tvenih medija. \n<\/p>\n\n

\u0160ta ako su va\u0161a medijska publika <\/span>bogati mu\u0161karci i \u017eene iz svijeta biznisa i profesionalci\/ke<\/strong>?<\/strong> Zanimljiv kreativni izazov za vas bi bio da pokrijete tu pri\u010du za ljude koji voze svoje automobile i nikada ne koriste javni prevoz. Ne zna\u010di da oni ne\u0107e biti pogo\u0111eni; samo trebate prona\u0107i pravi pristup.<\/span><\/p>\n\n

\"ILUSTRACIJA:<\/figure>\n\n

Postoje li poslovne prilike?<\/h2>\n\n

Za poslovne ljude, mo\u017eete pogledati koje poslovne prilike to mogu donijeti: da li je dobar trenutak za ulaganje u \u0161emu iznajmljivanja bicikala u gradu? Studije slu\u010daja sa intervjuima dobro bi funkcionisale za ovu publiku. Da li je neko pokrenuo iznajmljivanje bicikala negde drugdje? Mo\u017eete obaviti poslovni intervju sa vlasnikom\/com tog biznisa, razgovarati o izazovima i prednostima. \n<\/p>\n\n

Druge pri\u010de koje bi mogle biti relevantne za tu publiku: Ho\u0107e li biti manje taksija jer \u0107e za kratku vo\u017enju centrom grada cijena biti skoro ista? Da li je to prilika za prodaju vi\u0161e automobila jer neki ljudi mogu odlu\u010diti da se sada isplati kupiti jedan? \n<\/p>\n\n

Naravno, ovo su samo neki od mnogih mogu\u0107ih hipoteti\u010dkih prijedloga, ali pokazuju kako pristupiti svakoj pri\u010di na inovativan na\u010din, kako stvoriti originalno novinarsko djelo koje \u0107e va\u0161a publika smatrati relevantnim i pamtiti. \u0160to se pri\u010da na prvu \u010dini dosadnijom i vi\u0161e namijenjenom za pje\u0161ake\/pje\u0161akinje, to bi ovaj izazov mogao biti uzbudljiviji. Kao vje\u017ebu, mo\u017eete poku\u0161ati dodati pri\u010de na moju listu iznad, da vidite koje uglove i formate biste odabrali koji bi najbolje odgovarali va\u0161oj publici. \n<\/p>\n\n

Kada planirate sadr\u017eaj na uredni\u010dkom sastanku, formula bi trebala biti:<\/p>\n\n

PRI\u010cA \u2013 PUBLIKA \u2013 UGAO \u2013 PLATFORMA \u2013 FORMAT\u00a0<\/strong><\/p>\n\n

\"ILUSTRACIJA–<\/figure>\n\n

Posmatrajte pri\u010du, razmi\u0161ljate o tome koji aspekt te pri\u010de je relevantan za va\u0161u publiku, prona\u0111ite kreativan pristup tome kako \u0107ete je ispri\u010dati za primarnu platformu i u formatu koji tamo funkcionira. \n<\/p>\n\n

Jo\u0161 jedan vrlo va\u017ean faktor koji treba imati na umu: ovo treba u\u010diniti u kontekstu va\u0161ih trenutnih strate\u0161kih ciljeva. Na primjer, ako trenutno poku\u0161avate izgraditi svoju Instagram publiku, fokusira\u0107ete se na uglove i formate koji posebno dobro funkcioniraju za tu publiku na toj platformi. Ako poku\u0161avate da pro\u0161irite svoju publiku na ruralno stanovni\u0161tvo, birajte ugao koji \u0107e to u\u010diniti posebno relevantnim za njih (na primjer, pokrivaju\u0107i subotnje pijace hrane u gradu, fokusirali biste se na poljoprivrednici\/kinje koji opskrbljuju proizvode, a ne na konzumente\/ice koji ih kupuju). \n<\/p>\n\n

Sve u svemu, to je ono \u0161to dobri urednici\/ce uvijek rade \u2013 proaktivno pristupaju proizvodnji sadr\u017eaja. Ne reaguju jednostavno na vijesti kada se dogode. Razmi\u0161ljaju kakvu \u0107e pri\u010du proizvesti na osnovu vijesti. \n<\/p>\n\n

U po\u010detku mo\u017ee izgledati kao puno vremena za razmi\u0161ljanje i diskusiju. Me\u0111utim, ovo je la\u017ena percepcija. Kada po\u010dnete primjenjivati \u200b\u200bovaj princip u svakodnevnoj redakciji, cijeli tim \u0107e brzo shvatiti da je ovaj nivo kreativnosti i inovativnosti norma i po\u010de\u0107e s takvim stavom pristupati svakoj pri\u010di. \n<\/p>\n\n

Sporedna prednost ovog procesa rada je da \u0107e novinari\/ke zapravo mnogo vi\u0161e u\u017eivati \u200b\u200bu svom poslu i bi\u0107e vi\u0161e motivisani. Inovacija je vrlo zarazna stvar i svaka pri\u010da postaje zabavan kreativni izazov, a ne dosadna rutina. \n<\/p>\n\n

\"ILUSTRACIJA:<\/figure>\n\n

Neke pri\u010de \u0107e biti jo\u0161 vi\u0161e promovisane upotrebom inovativne tehnologije i softvera koji \u0107e postati upravo ono \u0161to jeste \u2013 alat za podr\u0161ku uredni\u010dkim inovacijama. \n<\/p>\n\n

S kreativnim, originalnim i sadr\u017eajem usmjerenim na publiku, va\u0161 medijski brend bi se neizbje\u017eno istaknuo na tr\u017ei\u0161tu jer niko drugi ne bi radio iste pri\u010de. Va\u0161a publika \u0107e osjetiti da radite za njih, rastete i postajete lojalniji. To je ono \u0161to je zapravo inovacija. \n<\/p>\n","protected":false},"excerpt":{"rendered":"

Inovacija je postala jedna od klju\u010dnih rije\u010di kada govorimo o novinarstvu. U svijetu u kojem je internet prezasi\u0107en informacijama i zabavnim sadr\u017eajem, razni akteri se takmi\u010de za pa\u017enju publike na brojnim platformama. U takvom okru\u017eenju stvaranje ne\u010deg druga\u010dijeg, ne\u010deg inovativnog \u0161to \u0107e se istaknuti i privu\u0107i pa\u017enju postaje klju\u010dno za uspjeh medijske organizacije. Na\u017ealost, kao […]<\/p>\n","protected":false},"author":60,"featured_media":14013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[64,61,63,62],"tags":[1201,1202,1200,1199],"class_list":["post-14056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-digitalno-izvjestavanje","category-razvoj-biznisa","category-tradicionalni-mediji","tag-fitnes","tag-inovacija","tag-storytelling-bs","tag-urednicka-inovacija","ciTrackContent"],"acf":[],"yoast_head":"\nUredni\u010dka inovacija - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/urednicka-inovacija\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Uredni\u010dka inovacija - Journalift\" \/>\n<meta property=\"og:description\" content=\"Inovacija je postala jedna od klju\u010dnih rije\u010di kada govorimo o novinarstvu. 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