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Zero Hora: engaging journalism students through social media, Porto Alegre - RS (RBS-Brazil
Zero Hora Editora Jornalistica SA, Brazil). |
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Project name |
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Journalism in discussion [series of debates with journalism students, using social media tools to engage a broader audience]
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General Publication Info |
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Zero Hora is a 47 years old newspaper from Porto Alegre, Rio Grande do Sul, south of Brazil. It runs near 185 thousand copies daily, making it the sixth greater newspaper in the country. It's website receives 16 million visits monthly. We are active on Twitter, Facebook, Instagram, Pinterest and Google+. More than 200 journalists work at the newsroom, which runs a fully integrated and multimedia operation.
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Implementation |
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- Every year, in May 4th, Zero Hora promotes an event that integrates journalism students from all over our State
- Editors and reporters give nearly simultaneous lectures about journalism and the future of media at near twenty universities which offer journalism undergraduate programs
- One week before the lectures, we talk to teachers and ask them to recommend 3-5 of their best students, which will be invited to do a live and interactive coverage of the events
- Our staff gets in touch with the students and train them to do the live coverage. They learn how to use tools like Twitter and CoverItLive in this specific situation. We talk about how to organize the team and how they can engage their colleagues and friends. We present them the best practices. Some students that had engaged in the first and second edition also help: we create a discussion forum so everybody can share experiences and tips.
- We create a hashtag (#zh) that everybody will use to tweet and interact and a second one, the name of the unniversity, for those who want to follow one specific topic
- The talks begin early mornig in some cities. Those who are attending afternoon talks use to engage in the earlier events. The "official" participants use the hashtags to describe the event, ask questions, post photos and make cooments. They need to moderate the online debate: deciding which questions from the virtual audience are going to be asked and use Twitter to post the answers.
- From cities all over our state, future journalists interact in a rich conversation about journalism. Experienced reporters and editors, online editors and photographers, each one in a city, tell their stories and talk about the life in the newsroom, while students from everywhere engage in a online debate about journalism and education, a conversation without borders through social media.
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Project results |
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- This type of action creates a bridge, not only in order to generate discussions about journalism, but also to approach students and the newspaper. We have improved our connection with universities, exchanging information and knowledge. Below, you can learn in more detail about our project and better understand how we have reached student engagement around Zero Hora's brand:
- In each edition, near 80 students are invited to the activity. They are allowed to invite their friends and coordenate their teams for the live coverage of the events.
- The talks happen in 15 cities, and 20 universities. The events are geographically separate, but with the Twitter coverage we promote a connected online conversation. Doing a research, we discovered that 70% of the students engage in live coverages of other universities.
- We ask for the students feedback after the events and those who live far from Porto Alegre (the main city of our state, where our newsroom is located) feel specially connected to our newspaper and our journalists. They say they now feel Zero Hora closer to them.
- The majority of them learn new reaporting skills and immediately begin to propose new live coverages to their teachers. In 2010, 90% of the students said it was the first time they had engaged in a live coverage like that.
- We recognize new potential talents and have the opportunity to begin a relationship with them
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Additional comments |
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I will send some translated tweets attached
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LINKS |
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2010:
http://wp.clicrbs.com.br/editor/2010/05/04/jornali ...
(in 2010, the first time we proposed the activity, we created only one event using CoverItLive)
2011:
http://wp.clicrbs.com.br/editor/2011/05/05/ao-vivo ...
(In 2011, we did one post with links to separate p ...
http://wp.clicrbs.com.br/editor/2011/05/07/palestr ...
(In 2011, we used Storify to collect the best tweets)
2012:
http://wp.clicrbs.com.br/editor/2012/05/03/zh-real ...
(this posts has links to all live coverages)
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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