Mediaboss Marketing

Amid this revolution in communications, media organisations and journalists will have to adjust the way they practise journalism, while keeping their quality and professional standards.

Media organisations have to be free from the power of capital and government control through self or industry regulation, plus advertising. "Good journalism" can work for all as long as media organisations balance journalistic quality and business needs.

Currently, there are a lot more media outlets than a few years ago, so advertisers have a greater choice of news platforms to display adverts. They have more power to influence media businesses, whose main revenue stream generally comes from advertising.

Therefore, journalists and news organisations have to be consistent on keeping good professional standards. Data verification and telling the truth are the key criteria that journalists should always heed.

Journalists also have to improve themselves in being professional writers, not just reporters. They should be experts in areas they are interested in or have a responsibility to cover. If not, they could be harshly treated by citizen journalists and social-media "influencers", who might be expert in such areas.

News can be divided into two categories - news that people should know and news that people prefer. Journalists have to balance these two areas, in an era of strong social media influencing Thai society.

Thais love to sensationalise news, now potentially led by social-media outlets.

Meanwhile, the relationship between media organisations and stakeholders including public relations people and advertisers should be professional rather than "overly friendly".

Balancing news and content marketing is the challenge for professional journalists and news organisations. Content can be distributed by journalists on their media channels as long as that content is not harmful to readers or viewers and is of benefit for them, but it needs to be balanced.

There are so many cases in Thailand where mainstream media outlets have been led by social media, rather than breaking news issues.

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Media landscape is undergoing a revolution