A recent podcast by Neville Hobson recorded thoughts of professional journalists who are grappling with the effects of social media. One of the thoughts raised actually can be extended to any professional communicator: What is our role in a changing world that now includes social media?

The professional journalists gathered on June 28 for a panel discussion on the topic, “The Future of Journalism - Ethics in Journalism,” organized by the Club of Amsterdam a self-described “independent, international, future-oriented think tank. ”

The first podcast recorded separate presentations by Neville and two journalists, all focused in some fashion toward ethics. But in addition to ethics, the three presenters spent a good deal of time discussing how social media is changing journalism, and how those changes will impact professional journalists, “amateur” communicators (including bloggers and podcasters) and the people who consume news and information (you know, the entire world).

Although I have a Journalism degree and some experience as a newspaper reporter, I would be considered an amateur journalist as a blogger, according to the first presenter, Milverton Wallace, founder/organizer of the European Online Journalism Awards. Wallace referred to all bloggers as “amateurs,” which can either be an accurate, or insulting, designation, depending on which of Merriam-Webster’s definitions is used:

one who engages in a pursuit, study, science, or sport as a pastime rather than as a profession
one lacking in experience and competence in an art or science

But Milverton did point out that “news” was published by “amateurs” long before the “profession” (he prefers the word, “craft”) of journalism was established. As everyone involved in communications continues to watch–and participate–in the changing world of “news gathering,” two things remain true:

• People will continue to seek out sources of information who can prove themselves to be reliable and accurate.
• Both bloggers and “professional” journalists will continue to be transmitters of information, and will find ways to monitor and evaluate the work of the other.

YouTube and the people behind the hit television show, The Office, launched a contest to let people create their own 20-second promos for the show. Selected entries will appear on YouTube.com and NBC.com, and the winners will air on NBC during The Office this summer.

I doubt that we’ll see the best promos, unless the promo creators have either:

• Super-understanding, cool bosses, or
• Another job waiting.

When I heard about the YouTube contest, I immediately came up with an idea, and I knew that I had the perfect video footage to use. My idea was to use some hilarious footage that I shot during a company meeting. The person who led the meeting planned some team-building activities, and boy, did we have some doozies!

I knew that I could tape myself saying something, and then let the team-building video carry the promo to victory.

Then reality set in.

None of the people who participated in the team-building activities had given me permission to use their images outside of official company purposes. Some of the people had since left the company, and I didn’t know how to contact them–even if I thought that I had the slimmest chance of their agreeing to be laughed at on national television.

If I thought that it would be hard to get buy-in from the people in the video, I knew it would be nearly impossible to get my management to see this as a positive for the company. Although I might be able to keep the company anonymous in my video credits, a simple Internet search would quickly reveal the name of my current employer.

I’m curious to see the winning promos in the YouTube contest. I look forward to reading where the creators wind up a year from now.