Giving the public a voice - and what it means for your nonprofit

CNN's iReport, New York Times using Twitter to build commentary, it seems like major news outlets are turning more and more to citizen journalists for photos, videos and context for current events. Anyone with an iPhone or a Flip camera can now be the source for the next front page story. While the consequences for journalism are numerous, this trend will also have an impact on your nonprofit in a variety of ways:

• Transparency
  Even if your organization doesn't currently have a substantial online or social media presence, the rise of citizen journalism means an inevitable increase in the transparency of your industry, if not your organization. Attendees can share their experiences from your events and programs on their blogs, and now, even in major publications and on major news networks. A commentary on your use of funding may no longer be contained to Twitter, but can be a headline on CNN. Public relations moves from press releases to responsiveness plans, and knowing what people are saying about you becomes more critical than ever.

• Listening
  Which brings me to my next point. Social media aficionados love to tout the importance of listening as part of a social media strategy. However, even if your organization isn't ready to take the step into social media, it's still important to keep track of what's being said about you on these networks. Set up Google Alerts, check Twitter Search every now and then, and look through Flickr and YouTube after major events, programs or giving campaigns to see if any new content has shown up there. You may be able to head off a problem, provide customer service, or share in content with your perspective before it gets picked up by these big players.

• Content creation
  Who says you can't be your own citizen journalist? Now, I'm not saying to post content other a different name - be sure to own your brand and don't decieve the public. But, if you have quality video, photos or a story to tell, get that content out there. You can share content with publications to make their lives easier, but also get some press for your cause. It's a win-win situation - the first step is to sign up and start posting.

Citizen journalism isn't a fad, it's a longterm trend, and I believe it's here to stay. With preparation, listening and giving video or photos a shot, nonprofits can prepare for this next step in journalism.