As a journalist, you want your reporting to reach as many people as possible, regardless of where they live or what time zone they are in. But how can you make your content accessible and engaging for a global audience? Here are some tips to help you achieve that goal.
The first step is to understand who your target audience is, and what their preferences and needs are. Do some research on the demographics, culture, and media habits of the regions or countries you want to reach. Find out what topics are relevant, what sources are credible, and what tone is appropriate for them. You can also use analytics tools to track where your traffic is coming from, and when your content is most viewed or shared.
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
My two cents: Relevant catchy headlines hook viewers regardless of time zone. What would cause you to pause and click? Write that.
The next step is to choose the best format for your reporting, depending on the type and length of your story, and the platforms you want to use. For example, you can use text, audio, video, or interactive elements, or a combination of them. You can also use different formats for different platforms, such as shorter videos for social media, or longer podcasts for streaming services. The format should suit the message and the medium, and also appeal to your audience's preferences and attention spans.
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
Brevity is royalty…now more than ever. We have 2-3 seconds to hook viewers/listeners/readers. We must win those first couple seconds: or our hard work on the project is swiped into the abyss of unseen content.
The third step is to use clear and simple language in your reporting, especially if you are writing or speaking in a language that is not your native one, or that is not widely spoken by your audience. Avoid jargon, slang, idioms, or cultural references that might confuse or alienate your readers or listeners. Use short sentences, active voice, and concrete examples. Explain any terms or concepts that might be unfamiliar or specific to your context. You can also use translation tools or services to make your content available in other languages.
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
One early technical acronym can cause our entire content to swirl right down the drain. Clear words, short easily understood phrases, and eye catching visuals: set the table for success.
The fourth step is to provide enough context and background information in your reporting, so that your audience can understand the significance and implications of your story. Don't assume that your audience knows the history, geography, politics, or culture of the places or people you are reporting on. Give them some key facts, dates, names, or events that can help them connect the dots and grasp the big picture. You can also use maps, charts, timelines, or infographics to illustrate your points.
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
Biggest context factor is “Why should I care?” From my experience: if someone doesn’t immediately understand the context: they move on. Big picture context is our goal. Technical details are road blocks to avoid.
The fifth step is to be consistent in your reporting, especially when it comes to time and date references. Use a standard format for writing or saying the time and date, such as the 24-hour clock or the ISO 8601 format. Specify the time zone you are using, and if possible, convert it to the time zones of your main audience segments. You can also use online tools or apps to check the current time and date in different locations. Avoid using relative terms, such as today, yesterday, or tomorrow, as they might be misleading or inaccurate for your audience.
Public Information Officer/South Dakota Department of Public Safety (S.D. Wildland Fire )
Great rule of thumb all the time: not just when dealing with multiple time zones. Always avoid today, tomorrow, etc in the recorded part of story. Leave the time reference for the anchor intro. That way, if it runs in a different show, timezone, or day—they can adjust anchor intro to appropriate time reference. On social, whoever posts or shares story can add a time reference in the text that’s posted with the video.
The sixth and final step is to engage your audience in your reporting, and invite them to interact with you and your content. You can use social media, blogs, podcasts, or newsletters to share your stories, ask for feedback, answer questions, or solicit opinions. You can also use polls, surveys, quizzes, or live chats to involve your audience in your reporting process, or to collect data or stories from them. You can also acknowledge and appreciate your audience's contributions, comments, or suggestions, and show them that you value their perspectives and insights.