Ilicco Elia, Head of Consumer Mobile, Reuters Media, gave a lecture as part of my module “Marketing and New Technologies” (MSc International Marketing) at King’s College London. Ilicco who has been working at Reuters since 1993 and at Reuters Mobile for the past 6 years, highlighted the increasing difficulty for media companies to retain their integrity whilst reporting news as they emerge.
Reuters are a news agency that over the decades has built up an image and a brand that stands for trust and integrity in news reporting. It now is confronted with the pressure that their customers Reuters to deliver up-to-date accurate information about events as and when they happen. Therefore, Reuters use about 2500 journalists to gather, edit and disseminate news to a global audience. These journalists use mobile technology, including networked high-end cameras, camera phones, mobile phones, laptops, etc, to gather information (pictures, videos, text, …) and immediately send it to the editor in the London office who produces news items that are disseminated across the various Reuters distribution channels. Illico illustrated the process by referring to the Football World Cup 2010 when pictures taken by journalists in South Africa appeared on Reuters mobile seconds after they had been taken. On the next day, the same pictures were published in newspapers around the world.
The immediacy that people increasingly demand from news organisations is driven by the growing pervasiveness of consumer mobile technology, such as mobile telephones, laptops and tablet computers. It is not sufficient anymore that Reuters disseminate news via its website but they have to develop applications, ‘apps’, that run on a range of different mobile devices and systems. Based on the opportunities offered by the iPhone and Blackberry phones Reuters created applications that deliver news through different kinds of mobile device. For example, Reuters New Pro, Reuters Mobile Website and Reuters RSS deliver global news to customers who are on the move; and Reuters Galleries exhibit the best photographs taken by Reuters correspondents around the word.
Ilicco highlighted the profound changes to journalism that have been initated by the wide distribution of mobile technology to consumers. It not only influences the consumption of news, everywhere and at any time but also the organisation of news production, editing and disemination. The scope of these changes is just becoming visible in the editorial offices but little is known of the emerging practices of news consumption.
The new technologies also facilitate new forms of journalism. In recent years, citizen journalism and the contribution of news by consumers in others ways has become more and more popular with many news organisations. This seems to be a dangerous path for organisations like Reuters that have built their brand on the integrity and authenticity of their news. News and information delivered by people other than Reuter’s journalists are difficult to assess in their truthfulness and authenticity. Similar, it can sometimes be difficult for news organisations to hold on and evaluate information before disseminating it, as competitors may push forward with the distribution of an item. Examples of the speedy dissemination of wrongful news are manifold. The Guardian for example pressed forward with repeatedly reporting that Nokia Smartphones would soon be running Google’s Android operating system. As we now know Nokia have entered a close collaboration with Microsoft, rather than Google.
The ease of diseminating news is a tempting for news organisations as for mobile users. By clicking on a few buttons a news item with (maybe incorrect) information, can be shared with friends and followers on social networks. The sharing of wrong news by mobile users can badly reflect on their image in the ‘twitterverse’. As Rob Wilmot highlighted in an earlier guest lecture in the same module in January, ‘trust’ is difficult to gain but easily lost in social media. And this valid for businesses and organisation as well as for individuals.
Ilicco Elia in the News
NMA Portrait (£)