{"id":6088,"date":"2021-06-07T09:25:00","date_gmt":"2021-06-07T09:25:00","guid":{"rendered":"https:\/\/journalift.org\/?p=6088"},"modified":"2021-07-01T12:33:46","modified_gmt":"2021-07-01T12:33:46","slug":"kako-do-samoodrzivosti-medija","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/kako-do-samoodrzivosti-medija\/","title":{"rendered":"Kako do samoodr\u017eivosti medija?"},"content":{"rendered":"\n

U poslednjih nekoliko godina sve \u010de\u0161\u0107e se, \u010dak i globalno, ne samo kod nas, govori o potrebi da mediji budu samoodr\u017eivi. Misli se, naravno, najvi\u0161e na finansijsku samoodr\u017eivost koja treba da omogu\u0107i apsolutnu nezavisnost medija, pa samim tim i nezavisnu ure\u0111iva\u010dku politiku. <\/p>\n\n\n\n

Nezavisnosti u ure\u0111ivanju ima i sada, to niko ne spori, ali kad su mediji finansirani projektno ili od strane fondacija i donatorskih organizacija, onda je budu\u0107nost uvek nekako nesigurna, \u017eivi se od projekta do projekta. <\/p>\n\n\n\n

Razumeju to i vlasnici medija, a i novinari. Razgovaraju\u0107i sa nekoliko desetina malih medija \u0161irom Srbije i regiona, zaklju\u010dili smo da se svi sla\u017eu da je potrebno obezbediti stabilne prihode, da se ne mogu oslanjati na donatore zauvek, te da nam sveop\u0161ta digitalizacija i digitalna transformacija nude mnogo ve\u0107i broj mogu\u0107nosti i mnogo lak\u0161i pristup \u010ditaocima, korisnicima i potencijalnim klijentima<\/strong>. <\/p>\n\n\n\n

Lako je to re\u0107i…<\/h2>\n\n\n\n

Problem je, me\u0111utim, \u0161to je to nemogu\u0107e uraditi ako se ne\u0161to u poslovanju ne promeni<\/strong>, a ve\u0107ina malih medija prosto nema kapaciteta da se bavi razvojem biznisa jer su, u ve\u0107ini tih medija, vlasnici i menad\u017eeri u isto vreme i novinari sa velikim brojem dnevnih obaveza.<\/p>\n\n\n\n

Ne pi\u0161emo ovo napamet, naravno. Radili smo radionice razvoja ideje i biznisa sa nekoliko medija, prvo tokom 2019. (IREX program “Strengthening Media Systems”<\/a>), a onda i tokom 2020. godine (“Supporting Greater Media Independence in the Western Balkans Project”<\/a> Thomson fondacije). Svaki put smo na papir stavili fenomenalne ideje, razvili ih i isplanirali tako da imaju odli\u010dnu \u0161ansu da se ostvare.<\/p>\n\n\n\n

\"Da-li-biznis-planovi-uspevaju\"<\/figure>\n\n\n\n

Da li biznis planovi uspevaju?<\/h2>\n\n\n\n

Uspeh planova zavisi skoro pa isklju\u010divo od sposobnosti i ulo\u017eenog vremena ljudi iz medija<\/strong>. Neki od medija sa kojima smo radili 2019. godine prihoduju od aktivnosti iz tih planova i to im olak\u0161ava poslovanje. Neki drugi, pak, nisu uspeli da ostvare planove iako su imali zaista sjajne ideje.<\/p>\n\n\n\n

Za\u0161to? Zato \u0161to nisu imali vremena da im se posvete jer su isto vreme morali da se bave svakodnevnim novinarskim poslom, ili prosto zato \u0161to im nije lako da iza\u0111u iz komfort zone i bave se stvarima na koje nisu navikli, naro\u010dito kad su u pitanju digitalni alati i proizvodi.<\/p>\n\n\n\n

I to je normalna stvar.<\/p>\n\n\n\n

Mediji nisu uop\u0161te mnogo razli\u010diti od malih preduze\u0107a, a vlasnici medija su veoma sli\u010dni preduzetnicima. I jedni i drugi imaju veliku ideju, \u017eele da re\u0161e neki problem ili unaprede svoje okru\u017eenje, pa sad neko proizvodom, neko uslugom, neko izve\u0161tavanjem i istra\u017eivanjem. I svi \u017eele najbolje, imaju velike snove, ali naj\u010de\u0161\u0107e ne i znanje, sposobnost ili pak vreme da to i ostvare. <\/p><\/blockquote><\/figure>\n\n\n\n

Neki preduzetnici zamisle i stvore fantasti\u010dan proizvod, ali ne umeju da ga prodaju, a neki vlasnici medija odli\u010dno prepoznaju priliku da ostvare prihode, ali nemaju dovoljno znanja ili vremena da svoj portal urede kako treba, ili da procene vreme potrebno da se usluga\/proizvod razvije, a \u010desto se i jedni i drugi oslone previ\u0161e na sopstveno ili mi\u0161ljenje bliskih im ljudi, pa ciljna grupa prosto ne kupi to \u0161to su napravili.<\/p>\n\n\n\n

\"-Sta-je-onda-resenje\"<\/figure>\n\n\n\n

\u0160ta je onda re\u0161enje?<\/h2>\n\n\n\n

Iz iskustva u radu sa vi\u0161e od 100 preduzetnika i preduze\u0107a, re\u0161enje je u podr\u0161ci i pra\u0107enju<\/strong>. Donatorski programi su obi\u010dno vremenski ograni\u010deni i mediji, nakon uspe\u0161nog procesa analize, razvoja ideje, strategija, akcionih planova itd., budu ostavljeni da se sami snalaze u implementaciji svega isplaniranog.<\/p>\n\n\n\n

Pomenuti program Thomson fondacije je oti\u0161ao korak dalje i obezbedio da konsultanti koji su radili sa medijima na razvoju biznis plana ostanu jo\u0161 godinu dana u kontaktu sa njima i isprate i podr\u017ee koliko mogu implementaciju tih biznis planova. I to je zaista sjajno i sigurni smo da \u0107e medijima mnogo zna\u010diti takva vrsta podr\u0161ke.<\/p><\/blockquote><\/figure>\n\n\n\n

Me\u0111utim, ni konsultanti nisu svemogu\u0107i i nema svaki konsultant ista znanja, sposobnosti i iskustvo. Neko je stru\u010dnjak za marketing, neko za prodaju, neko za razvoj proizvoda, neko za finansije, neko za razvoj organizacije itd. Pa ako medij recimo razvija web-shop, i treba mu pomo\u0107 oko kreiranja prodajnog levka, postoji mogu\u0107nost da konsultant sa kojim radi nije ekspert u tom polju.<\/p>\n\n\n\n

Zato bi bilo sjajno kada bi se na\u0161ao na\u010din da se omogu\u0107i i neka vrsta ekspertske podr\u0161ke po zahtevu<\/strong>, gde bi mediji mogli da se jave kada se uka\u017ee potreba, i dobiju brzu i efikasnu podr\u0161ku. To bi mogao da bude tim ljudi ili organizacija sa razli\u010ditim znanjima i iskustvom u medijskom biznisu, idealno oni koji su ve\u0107 dokazano uspe\u0161ni u svojim poljima, a takvih nije da nema u regionu. <\/p>\n\n\n\n

Takva podr\u0161ka bi mogla da se bavi razli\u010ditim temama, a evo koje su najva\u017enije.<\/p>\n\n\n\n

\"Razmena-iskustava-i-formiranje-dugotrajne-saradnje.\"<\/figure>\n\n\n\n

Razmena iskustava i formiranje dugotrajne saradnje i partnerstava na razvoju organizacije sa drugim lokalnim medijima iz regiona<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Na\u0161a iskustva u prethodnih 3 do 4 godine pokazuju da su najbolja re\u0161enja ona koja su testirana u praksi od strane sli\u010dnih organizacija<\/strong>. Mali lokalni mediji su u regionu suo\u010deni sa sli\u010dnim problemima i razmena pristupa tim re\u0161enjima sa drugima je uvek davala odli\u010dne rezultate. Ne postoji, naravno, jedno re\u0161enje za sve, ali iskustvo onih koji su ve\u0107 uspe\u0161no re\u0161ili izazov koji imamo mo\u017ee biti od nemerljivog zna\u010daja.<\/p>\n\n\n\n

Tako\u0111e, konsultanti koji su dobri u organizacionom razvoju, nisu uvek iskusni u radu sa medijima, i obratno. Shodno tome, jedan od najodr\u017eivijih sistema podr\u0161ke u razvoju je upravo povezivanje i razmena iskustava sa mentorima iz drugih malih medija koja su ve\u0107 uspe\u0161no re\u0161ila neke od izazova sa kojima se suo\u010davamo.<\/p>\n\n\n\n

Podr\u0161ka razvoju mentora u malim medijima<\/h3>\n\n\n\n

<\/p>\n\n\n\n

\u010cak i oni najiskusniji novinari (ili vlasnici medija) \u010desto ne znaju kako da svoje znanje prenesu drugima. Znaju \u0161ta su pro\u0161li, znaju i hronolo\u0161ki da napi\u0161u iskustvo, ali ne znaju kako da formuli\u0161u to \u0161to znaju na na\u010din da drugi mogu da nau\u010de od njih.<\/p>\n\n\n\n

Podr\u0161ka u obliku rada 1 na 1, kou\u010dinga ili obuke kroz struktuirani proces za vi\u0161e ljudi, u mnogome bi pomogla transfer znanja.<\/p>\n\n\n\n

Prakti\u010dna i svakodnevna primena IT tehnologija u cilju merenja rezultata i planiranja razvoja<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Ve\u0107ina medija ve\u0107 ima, ili uz minimalnu podr\u0161ku mo\u017ee vrlo brzo imati, odli\u010dan pregled podataka sa svog portala. Ovi setovi podataka obi\u010dno uklju\u010duju demografiju, vreme pristupa, zadr\u017eavanja na odre\u0111enim vestima, deljenje vesti na dru\u0161tvenim mre\u017eama, podatke o ure\u0111ajima koje posetioci koriste i mnogo drugih korisnih informacija. Mediji, pokazalo se, ne koriste dovoljno ove podatke, jer ili nisu navikli ili nisu iskusni u analizi i kori\u0161\u0107enju ovih podataka. Adekvatna obrada i analiza daje izuzetan uvid u potencijalna tr\u017ei\u0161ta, kao i \u017eelje i potrebe posetioca medijskih portala<\/strong>.<\/p>\n\n\n\n

Analitika se dodatno mo\u017ee koristiti za pilotiranje i validiranje novih vidova monetizacije medijskog sadr\u017eaja, ali i novih proizvoda koji nisu nu\u017eno direktno vezani za osnovnu delatnost medija (npr. izdava\u0161tvo i prodaja knjiga, kafi\u0107i i sl). Ima primera lokalnih medija koji ove podatke znaju da prikupe, obrade i predstave menad\u017ementu za operativno i strate\u0161ko odlu\u010divanje. Iskoristiti ovo iskustvo i znanje i preneti ga na druge medije u regionu bio bi veliki korak napred u planskom razvoju ovih organizacija.<\/p>\n\n\n\n

\"Razvijanje-organizacionih-i-vestina\"<\/figure>\n\n\n\n

Razvijanje organizacionih i ve\u0161tina upravljanja promenama u menad\u017ementu medija<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Na kraju, veliki broj medija nema znanja o direktnom organizacionom razvoju<\/strong>. Ova znanja i ve\u0161tine uklju\u010duju analizu kapaciteta organizacije, planiranje razvoja i testiranje tih planova, ali i menad\u017eerske ve\u0161tine potrebne da bi se umanjio uticaj stresa na organizaciju u vremenu promene i rasta.<\/p>\n\n\n\n

Kao \u0161to smo ve\u0107 naveli ranije u tekstu, ve\u0107ina konsultanata se fokusiraju na medijski i uredni\u010dki deo razvoja medijskih organizacija. Ve\u0161tine koje su potrebne za promene na koje ih mi konsultanti podsti\u010demo \u010desto nisu prisutne u timu koji promenu sprovodi u medijima. Sistematski razvoj menad\u017eerskih ve\u0161tina i prakti\u010dnog znanja u oblasti planiranja razvoja i implementacije projekata promene i rasta je jedna od klju\u010dnih komponenti dugoro\u010dne odr\u017eivosti tih organizacionih promena.<\/p>\n\n\n\n

Napomena: Autori ovog \u010dlanka su poslovni i HR konsultanti sa vi\u0161e od 10 godina iskustva u radu sa preduzetnicima, malim i srednjim preduze\u0107ima i medijima. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

U poslednjih nekoliko godina sve \u010de\u0161\u0107e se, \u010dak i globalno, ne samo kod nas, govori o potrebi da mediji budu samoodr\u017eivi. 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