Tag Archives: journalism

Looking at local journalism as the Sewickley Herald marks 116 years

Happy birthday, Sewickley Herald!

For 116 years (Sept. 19, 1903), the Sewickley Herald has served as the record keeper, fact checker and voice of the Sewickley Valley.

I played a small part in the storied history of the Sewickley Herald, serving as a reporter and then editor of the venerable weekly publication for about 11 years.

To say I loved that newspaper is an understatement. The Sewickley Herald and its core mission of providing quality news and information meant such a great deal to me.

I knew my role as a steward of that newspaper was important. Things don’t last that long without passion, pride and commitment.

In a 2013 story celebrating the 110th anniversary of the Herald, I wrote: “Founding publishers J.L. Kochenderfer and James Stinson likely had little idea of the legacy the Herald would carry with it more than a century later.”

By nature of the business, I was part of some pretty big stories impacting the Sewickley Valley — just in my short part of its legacy.

Community journalism sometimes gets a bad rap. Too often, I had then-colleagues snicker at the thought of covering hyperlocal journalism. They didn’t see the value in covering local school board meetings or road paving projects. To them, journalism was about big news in big areas with big crime.

And yet, there we were at the Sewickley Herald, covering bank robberies and business districts, middle school musicals and council members violating state ethics laws.

Thankfully, I’m bad at math, because I would not want to know how much unpaid time I put in at the Sewickley Herald (and in later years at The Signal Item in Carnegie and the South Hills Record — two papers I later became editor of at the same time as I was editor of the Sewickley Herald … doing more with far less).

As time went on, our staffs were slashed. I began with the Sewickley Herald in 2007. At the time, there was an editor (Dona Dreeland), two reporters, a sports editor and a photographer. I was a part-time reporter early on, splitting my time with the Herald and Signal Item (the two papers I would close out my Trib career as editor of).

By the end, we were a staff of an editor (me!), plus a photographer who was split in a million different directions … and a group of freelancers who I owe so much to for helping me look like I had it all together.

And somehow, we still put out quality work, covering school board meetings, student achievements, asking the tough questions and getting in all those local events and briefs.

And somewhere in there we managed to have some fun with (and win several awards for) our online presence/community, photo, news stories, feature stories and sports stories.

Stepping away from the Sewickley Herald was one of the hardest things I’ve ever done. But as much as I love the Herald, I knew it was time.

In my farewell column, I wrote, “As one of the oldest community newspapers still in operation in the region, the Sewickley Herald has documented quite a bit of change across the Sewickley Valley over the years. After all, change is news. And things always are changing.”

I’ve known and understood the role of a community newspaper for years, but I didn’t find quite the right way to articulate it until I was nearly done:

In my 2018 Herald Citizens of the Year celebration speech, I described how the role of a community newspaper is much like the role of a mother.

“The Herald is there to comfort when there is pain, question when there is conflict, and celebrate when there is joy,” I explained at that celebration. Mothers get to the bottom of disagreements between children, can tell when someone isn’t telling the truth, and know everything that happens at home even if they didn’t witness it.

– Sewickley Herald, Aug. 2, 2018

I miss local journalism. And, sadly, locally and nationally, local journalism has drastically changed just in the last year, as more companies seek to squeeze every last penny out of the success of decades old community newspapers.

I ended my 2018 farewell column with a quote from a musical (“Avenue Q”) that I think of every single day: “Everything in life is only for now.”

Why journalists should build personal brands, and why those who disagree also are correct

Get ready for a tailspin of a ride regarding the personal “branding” of journalists.

The Internet — more specifically, Facebook — has been abuzz with reporters and television folks, freelancers, photographers and bloggers all creating their own Facebook pages after the social media-focused company created its Facebook + Journalists network.

It wasn’t until Facebook began connecting reporters across the globe that I realized branding is important on a personal level. We have no idea where our industry is headed, and for those of us employed by news companies, we never know what tomorrow brings. So we work and do our job and hope that we’re able to come in the next morning and pick up where we left off the night before.

This past week, for instance, we saw Gannett announce layoffs of some 700 employees companywide and implement mandatory 15-day furloughs for executives whose salary figures are above a certain number. We see newspapers closing, television newsrooms shrinking and more bloggers willing to work for free to produce work even a middle school journalism enthusiast would do a better job covering.

But it’s all part of an industry in a never-ending fluctuation.

So what’s a journalist to do? Market themselves.

We learn at a very young age to market ourself in a way that makes us stand out among the crowd. Resumes and cover letters are supposed to make hiring managers and editors stop in their tracks as a potential job seeker highlights his previous experience.

It’s not about embellishing, but rather, about the ability to showcase your skills in a manner that proves you’re capable of the challenges that could be ahead.

So when I created my Facebook + Journalist page, I took into consideration not just my reporting ability, but other media-focused things I’m interested in. I also considered my human interest side.

The outcome is a brand that showcases my reporting skills, writing abilities, volunteer work and a softer side that includes my passion for a certain long-running television series and my love of all things Pittsburgh.

The page isn’t branded as “Bobby Cherry — Trib Total Media,” but rather as “Bobby Cherry, a reporter with many skills and interests.” That’s not to say readers haven’t “liked” the page. A few have, and I want more to as well. I want them to be able to interact with me and get to know me in a capacity that doesn’t say, “Yo man, let’s go drink,” but instead says, “I’m your local reporter. Tell me what’s happening.”

We are in a different world now than 10, 20, 30 years ago. While I can’t speak first-hand about what reporting was like before cable TV and the Internet, I am led to believe that, at the bottom of it all, journalism hasn’t changed over time. The way in which news is consumed has changed, though.

So when I read things that question why journalists are branding themselves, I can’t help but wonder how those folks think people will receive the news in 20 years.

Take, for instance, Gene Weingarten’s column in Thursday’s Washington Post, whose column was written to a graduate student asking how he has branded himself over the length of his career. He replied by saying that branding is ruining journalism.

These are financially troubled times for our profession, Leslie — times that test our character — and it is disheartening to learn that journalism schools are responding to this challenge by urging their students to market themselves like Cheez Doodles. — Gene Weingarten

While I wish Mr. Weingarten would have spoken more about how branding is ruining journalism (I’d enjoy hearing more about his thoughts), I did agree with his comments on how newspaper companies think user-generated content is necessary.

Newspapers that used to allocate their resources to deposing dictators and ferreting out corruption are now using them to publish snapshots of their readers’ cats. This trend is called “user generated content,” or UGC. (Yes, in the new lexicon, “readers” have somehow become “users,” as though, in an effort to habituate people to our product, we’re lacing it with crack. Which we are, sort of. Pandering, and getting pandered to, can be addictive, and it is bad for you.) …

Newspapers used to give readers what we thought they needed. Now, in desperation, we give readers what we think they want. And what we seem to think they want is happy, glitzy, ditzy stuff, which is why in recent years newspapers across the country have been replacing sections named, say, “Viewpoint” with online Web destinations named, say, “Wheee!” featuring multiplatform, user-interactive content-sharing with clickable portals to “Lolcats.” — Gene Weingarten

He’s right. News companies have focused more on poking the reader for their thoughts and less on making the reader the audience. The readers do everything except sit in the newsroom with us. Every story seems to end by saying, “What do you think about the sky being blue? We want to hear from you!”

There’s nothing wrong with asking readers for feedback. In many ways, newspapers ALWAYS have relied on reader content — news tips, submitted photos, letters to the editor, community briefs, school accolades. But we’re at a point where we seem to want user content more than our own, unique content.

So I understand why Mr. Weingarten seems frustrated.

But I don’t understand his correlation between a personal brand and implementing more reader content.

Whether in a formal or informal way, newspapers always have branded themselves as the town’s focal point for news, views and information. So it comes as no surprise that now, as newspapers struggle to survive financially and struggle to compete with other venues, reporters are creating personal brands.

I want people to read my content. I want them to see what’s happening in their town. Journalism always has been about marketing one’s self. If we write a story and tell nobody about it, then what the hell was the purpose of writing it?

We’ve got to make a name for ourself, and for our newspaper. If a reader enjoys what I’m writing, they’re (hopefully) more likely to see what other stories and work our newspaper features.

Where I struggle to support a reporter’s personal branding is when the individual wants to share information and photos of their cat or their grocery cart filled with food. I’ve found many reporter Facebook pages that are filled with more content showcasing the individual at charity events or outside of the news world, rather than content relating to news.

While readers might be interested in seeing photos of our animals, I question the professionalism of such information. If you’re writing a column about a trip to a dog park and you add a photo of your pup, that’s one thing. But when you’ve uploaded a photo of your dog sleeping with a caption that says, “Rover is tired,” I really have to question it.

It’s about giving the reader what they don’t know they need.

And in today’s world where a century old newspaper is competing with a blog created yesterday, we — the reporters of the world — need to prove to people why our work, backed by intelligent editors who are passionate about journalism, can offer better content than a fly-by-night blogger.

So if that means branding my work and letting potential readers get to know me on a level beyond my byline, I’m OK with it.

Two of them

It’s nice to sometimes be recognized for the work you do.

On Wednesday, I was informed that my newspaper’s website, YourSewickley.com, received two Pennsylvania Newspaper Association Newspaper Excellence in Cyberspace Awards. Overall, our company took seven first-place awards. The list of winners can be found here.

My newspaper received first-place awards for “Best Application of Social Networking Tools” and “Timeliness.” It was the second consecutive year we received the top spot for the social networking award.

The “Timeliness” award came from our coverage of the death of a wastewater treatment plant worker and other examples of how we utilize our website for breaking news coverage. In the instance of the fatality at the wastewater treatment plant, Kristina Serafini and myself were the first two reporters on scene, filing updates to Twitter from my iPhone. Those tweets quickly became a breaking news story for the Pittsburgh Tribune-Review, meaning we were the first news outlet in the region to offer coverage from the scene.

Because of how quickly we were able to get to the scene, Kristina and I had a viewpoint no other media outlet had.

Similarly, when an explosion occurred in December at a facility in a nearby town, we were the first on the scene and were offering updates no other outlet had.

Something to note from these two awards — the Sewickley Herald’s site was nominated in the 75,000 and over circulation division, meaning we were competing with large, daily newspapers. In 2010, The Patriot-News in Harrisburg received first place in the “Timeliness” category. Last year, the awards were not divided by any circulation figures.

I love what I do professionally. My dream of being a reporter came true when I accepted this job four years ago this month. Since then, it’s taken an entirely different path than what I expected.

I knew the Internet would play a big role in my life as a reporter, but I never imagined just how important that role would be.

I’m extremely passionate about my work and the product we deliver to residents of our coverage area. Am I the greatest writer ever? Hell no. But I’m able to understand our readers and provide them with news content they’re looking for. And I’m always striving to do a better job.

Everybody at work keeps congratulating me on the awards, but it’s really a team effort that goes well beyond my ability to arrive on the scene of a story and offer an update from my iPhone. None of this would be possible without an editor, managing editor and Web staff who saw a greater vision.

I like to tell people that we’re a daily community news organization who publishes a printed edition once a week.