Newspapers still have an essential role in American society and a chance of survival (Pew Research Center, 2006). Facilitating a paradigm shift from desperation to success requires planning and understanding of the organizational dynamics. The newspaper industry should seek to embrace maximum efficiencies, seek diversification of outlets and new audiences, and promote the branding of excellence based on established journalistic tenets.
Ensure the organization is efficient and allows technology to create the most significant benefit. The alignment of organization functions with strategic goals is critical to success. Success requires that every business unit promotes the efficient interdependencies of a highly synergistically operating system. Learning new technology will likely become an inherent aspect of everyone's job. The acceptance of new technology by professional journalists is not an issue; journalists willingly seek new technology to improve the profession of journalism (Ekdale, Singer, Tully, & Harmsen, 2015). Mason (2014) emphasizes that new technology always comes along that results in process improvements; however, the requirement is the acceptance of the new technology.
Newspapers need to diversify and seek opportunities to reach new audiences. Relying on print as the only method of reaching the public is a foolish approach in the modern era of high technology. Online electronic versions of newspaper and powerful databases providing archived news editions are valuable to society. Perhaps increasing the partnerships or alliances that use a news outlet as a primary source of information will result in increased audiences. For instance, the Associated Press (AP) has been syndicated for years and appears in many newspapers. If a news agency promotes alliances like the AP approach, there is an opportunity to broaden the reach of the agency through multiple technical sources beyond the print format.
Maintain and enhance the branding of the newspaper as a source of quality journalism. The branding of news media as professionally developed and reported is one of the most important aspects of journalism. The fundamental credibility and reliability of reported news are the difference between a professionally balanced and factual story and an opinionated blog on the Internet. It is necessary to hire journalism professionals who are capable of performing multiple tasks connected with developing a multimedia approach to reaching new audiences while maintaining the image of excellence. Saltzis and Dickinson (2008) indicated that specially trained journalists that are adept at developing multimedia news articles (i.e., stories) are not widespread because of the complexity, added work to an already busy schedule, and concern for maintaining the required level of quality for journalism professionals. Nah, Yamamoto, Chung, and Zuercher (2015) emphasized the emergence of citizen reporters resulting in diverse community news content based on the value of local community amateurs augmenting the services of the newspaper. There is some logic in embracing quality community resources to promote partnerships between the community and the newspaper. Maintaining journalistic integrity and credibility are constant concerns whenever seeking to enhance the branding of an organization.
Personal Change Management
While the purpose of this book focuses on organizational change, organizations consist of people, and there are numerous self-help books aimed at personal change. The value of personal change from the perspective of this book is the inherent ability and willingness to maintain the flexibility of mind to change. There is comfort in maintaining the status quo, but change is inevitable and often required in many risk-oriented situations. Technology changes occur daily, requiring changes in protective measures and maintenance. If people are unwilling or unable to change to address the surrounding situations, the organization has failure built into the fabric of the culture.
Developing the ability to facilitate personal change is a desirable skill. It is the ability to accept the proper state of mind to acknowledge the fact that change happens. Leaders and managers plan for change to maintain the competitiveness of an organization. However, not everyone has that mindset of flexibility. Fostering the personal skill of change acceptance is both an organizational benefit and a personal development benefit. Leaders promote the vision necessary to maintain organizational competitiveness - that requires the ability to change. A wise employee will develop the ability to accept and seek out change as a professional development opportunity.