The shift to interactivity means the newsroom needs to learn new skills. In addition
to the changes in workflow, individual staffers will have to add to their abilities
to satisfy the needs of the new distribution platforms the company has added. Whether
you are adding video and audio to a print operation or adding print to a broadcast
newsroom, the staff will be asked to handle a broader range of formats while holding
firm to the company’s core values.
• Coach managers in leading the transformation to a multiskilled newsroom.
Principal Brad Kalbfeld has experience in each of these areas, having played a key
role in training the Broadcast staff of The Associated Press in gathering and producing
video and audio as well as writing and editing broadcast copy. As a member of the
team that launched AP’s management mentoring program, he’s experienced in coaching
managers. In addition, he led the effort to train AP’s national network of broadcast
editors in editorial standards and style as well as customer service.