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SXSW Interactive 2013

News 2.0

Traditional media is slowly transforming. Reporters and beats are being cut. Newsrooms are being trimmed back. Is it time to kill the press release? Is it time to shift your news release paradigm to be digital products first? NASA invites public affairs and new media professionals to join us for an engaging exchange of ideas about how to continue spreading the word about your organizations' programs, mission and projects, given the realities of the modern media market. We've been experimenting in this changing media landscape, and we want to hear your thoughts and ideas about the future of communications going forward. The rise of web technologies and social media engagement have forever altered the relationship between organizations', the media that have previously spread their news, and the audiences you are trying to reach -- so how do you continue to do this effectively?

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  1. In the changing media landscape constantly changing traditional media, how does your organization keep up?
  2. With fewer dedicated reporters to work on technical and scientific beats, how do you reach the news media in news ways without losing the integrity of technical and complicated, yet newsworthy, information?
  3. Could you still get your story out by abandoning the traditional marketing products, such as press releases and reporter pitches? How would that work?
  4. Do followers and fans of your organization on social networks ask equally informed questions as the news media and if so, should they be more involved in media briefings and press conferences?
  5. Is the embargo concept for news as dead idea? With the ease of tweets and other sharing mechanisms, does the oversharer make embargoes ineffective?


  • Jason Townsend, Deputy Social Media Manager, NASA
  • Bob Jacobs, Deputy Associate Administrator for Communications, NASA
  • John Yembrick, Social Media Manager, NASA


Jason Townsend, Deputy Social Media Manager, NASA

Meta Information:

  • Event: Interactive
  • Format: Core Conversation
  • Track: Government and Civic Engagement
  • Level: Intermediate
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