Traditionell media förlorar sin makt som opinionsbildare

opinionsbildare.pngUnder SIME-konferensen (  i november förra året ritade en talare upp ovan nämnda bild för att illustrera hur traditionell media successivt förlorar sin roll som huvudsaklig opinionsbildare, till förmån för “social media” och “user generated content”.  Jag har dessvärre glömt bort vilken talare det var, men det skulle inte förvåna mig om det var Dan Gillmor ( Men illustrationen tycker jag hur som visar vad som har hänt, håller på att hända och kommer att hända….

Newsdesk – ledande söktjänsten för pressinformation i Sverige

frontpage_newsdesk.jpgNewsdesks mission är att effektivisera förmedlingen av pressinformation och företagsnyheter.

Strategin har alltid varit att utgå från journalisternas behov och önskemål, med hypotesen att den som bäst tillgodoser journalisternas behov är också den som bäst tillgodoser informatörernas behov.

Många år av tjänsteutveckling har resulterat i en söktjänst där 5.000 journalister söker efter och bevakar pressinformation från ca 3.700 företag och organisationer varje dag- dygnet runt. Varje dag har tjänsten 7.000 unika besökare som tillsammans gör ca en halv miljon sökningar varje månad.

Systemet har visat sig oerhört kraftfullt. Journalisterna får exakt den information de är intresserade av, och informatörerna når många fler journalister som är intresserade av deras information.

Newsdesks vision är att organisera all världens pressinformation och göra den tillgänglig för alla överallt.

Newsdesk AB startades år 2003 av Kristofer Björkman, Peter Ingman och David Wennergren, fortfarande verksamma i företaget.

I styrelsen ingår Ove Joansson, Jan Friedman, Terje Haug och Maria Nimvik.

Företaget har haft en stabil tillväxt på den svenska marknaden sedan starten. I februari 2006 gick Orkla Media A/S in som delägare i Newsdesk AB med planer på att expandera verksamheten internationellt. 

Registrera dig som journalist:

Registrera dig som “källa” (företag):

Läs om våra tjänster:

A new kind of press release—”optimized” for the Internet


The advent of the Internet has ushered in a new kind of press release known as an optimized press release. Unlike conventional press releases of yore, written for journalists’ eyes only, in hopes the editor or reporter would find the content compelling enough to turn it into print or electronic news coverage, the optimized press release is posted on an online news portal. Here the writer carefully selects keywords or keyword phrases relevant to the press release contents. If written skillfully, the press release can rank highly in searches on Google News, Yahoo or MSN News (or the many other minor news portals) for the chosen keyword phrases.
Readers of optimized press releases constitute far more than journalists. In the days before news search engines, a press release would have landed only in the hands of a news reporter or an editor who would make the decision about whether the content warranted news coverage. Although the news media is always privy to online press releases in the search engines, most readers are end-users. Optimized press releases circumvent the mainstream media which is formerly—but no longer—the gatekeeper of the news.

Vadå “citizen journalism”?

Citizen journalism, also known as “participatory journalism,” is the act of citizens “playing an active role in the process of collecting, reporting, analyzing and disseminating news and information.


Vadå “social media”?

Social media describes the online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis and vlogs.


Time’s Person of the Year: You

time-magazine.jpgBy Lev Grossman (read all about it:,9171,1569514,00.html

The “Great Man” theory of history is usually attributed to the Scottish philosopher Thomas Carlyle, who wrote that “the history of the world is but the biography of great men.” He believed that it is the few, the powerful and the famous who shape our collective destiny as a species. That theory took a serious beating this year.

To be sure, there are individuals we could blame for the many painful and disturbing things that happened in 2006. The conflict in Iraq only got bloodier and more entrenched. A vicious skirmish erupted between Israel and Lebanon. A war dragged on in Sudan. A tin-pot dictator in North Korea got the Bomb, and the President of Iran wants to go nuclear too. Meanwhile nobody fixed global warming, and Sony didn’t make enough PlayStation3s.

But look at 2006 through a different lens and you’ll see another story, one that isn’t about conflict or great men. It’s a story about community and collaboration on a scale never seen before. It’s about the cosmic compendium of knowledge Wikipedia and the million-channel people’s network YouTube and the online metropolis MySpace. It’s about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.

The tool that makes this possible is the World Wide Web. Not the Web that Tim Berners-Lee hacked together (15 years ago, according to Wikipedia) as a way for scientists to share research. It’s not even the overhyped dotcom Web of the late 1990s. The new Web is a very different thing. It’s a tool for bringing together the small contributions of millions of people and making them matter. Silicon Valley consultants call it Web 2.0, as if it were a new version of some old software. But it’s really a revolution.

And we are so ready for it. We’re ready to balance our diet of predigested news with raw feeds from Baghdad and Boston and Beijing. You can learn more about how Americans live just by looking at the backgrounds of YouTube videos—those rumpled bedrooms and toy-strewn basement rec rooms—than you could from 1,000 hours of network television.

And we didn’t just watch, we also worked. Like crazy. We made Facebook profiles and Second Life avatars and reviewed books at Amazon and recorded podcasts. We blogged about our candidates losing and wrote songs about getting dumped. We camcordered bombing runs and built open-source software.

America loves its solitary geniuses—its Einsteins, its Edisons, its Jobses—but those lonely dreamers may have to learn to play with others. Car companies are running open design contests. Reuters is carrying blog postings alongside its regular news feed. Microsoft is working overtime to fend off user-created Linux. We’re looking at an explosion of productivity and innovation, and it’s just getting started, as millions of minds that would otherwise have drowned in obscurity get backhauled into the global intellectual economy.

Who are these people? Seriously, who actually sits down after a long day at work and says, I’m not going to watch Lost tonight. I’m going to turn on my computer and make a movie starring my pet iguana? I’m going to mash up 50 Cent’s vocals with Queen’s instrumentals? I’m going to blog about my state of mind or the state of the nation or the steak-frites at the new bistro down the street? Who has that time and that energy and that passion?

The answer is, you do. And for seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, TIME’s Person of the Year for 2006 is you.

Vad är PR?

Att definiera vad PR (Public Relations) egentligen står för, är högst godtyckligt. Men det kanske mest kända och vedertagna definitionen är kanske ändå den som de två amerikanska forskarna Todd Hunt och James E Grunig framlade: “The management of communication between an organization and its publics”.