There’s quite a discussion going on among members of the Society of Professional Journalists group on Linkedin.

It started more than one month ago when Lisa Eramo, a freelance journalist in Rhode Island, posed a question about the ethics of journalists posting their opinions on social media pages, specifically those managed by their newsrooms. To date, there have been 82 comments, with a few heated exchanges!

For me, the thread that follows Lisa’s post raises several issues SPJ members might want to consider: both philosophical and practical. More on that in a moment.

First, here is a selection of the two cents being offered. Please note: The SPJ Linkedin Group group is members only, which implies a degree of privacy, so I am not including the names of the posters. (Lisa gave me permission to include her name and comment above). If you’d like to join the SPJ Linkedin Group, click here.

• “In my opinion, my opinion should be kept out of everything I write or edit in my professional role as a journalist. That would include an employer’s social media page. Yes, I have opinions. But my job, unless I’m a columnist, isn’t to share them.”
• “It is up to the general public to form their own decision about a matter based on the information as laid out. And for a journalist to post an opinion on their newspaper’s Facebook page, (directly or indirectly) affects that process.”
• “I’m hesistant to share my personal opinion on my own Facebook page – because nearly everyone I’m connected to associates me with my job – it’s the downside of the social media for reporters….”
• “Frankly, I’m not sure. I’ve been researching how bias is expressed rhetorically, and I think it’s mostly unconscious. It comes out in things like choice of adjectives, parenthetical remarks, etc. It might be better if reporters had their opinions on record somewhere – or maybe not. Sorry, all I’ve got is honest confusion. For practical reasons, their publications FB page might not be the best place to state where they’re coming from.
• When we as journalists step away from this mindset, we dilute the news process and step into the realm of telling people WHAT and HOW to think. And in my opinion, that is no longer journalism. Expressing one’s opinion as you’re hanging out with friends (in person or on your PERSONAL Facebook page), is fine.”
• “No.”
• “Does the paper itself have a policy? Seeing Courtney’s comment really helps. She appears to be engaging in a discussion rather than monitoring comments. I ran into this a lot at my previous job. When readers would engage me via company email about stories I edited in the magazine I stayed very neutral. I would explain myself, but not take sides. When they engaged me about the column I wrote, which was supposed to have a point of view, I had no problem issuing my opinion. Either way, however, I was very cognizant that whatever I put in writing could then be forwarded, re-posted, etc., so I never went beyond the line that I’d established in my column.”

So, back to the philosophical and practical thoughts.

What does the SPJ Code of Ethics say about social media and the personal opinions of journalists? SPJ Ethics Committee chair and past SPJ president Kevin Z. Smith wrote an eloquent post about this very question in September. It acknowledges that SPJ members have raised the issue of whether social media matters should specifically be addressed in the Code.

While the term “social media” does not appear in the Code, I think we can refer to these points to guide us:

• From “Seek the Truth and Report It” — Distinguish between advocacy and news reporting. Analysis and commentary should be labeled and not misrepresent fact or context.
• From “Act Independently” —Avoid conflicts of interest, real or perceived; Remain free of associations and activities that may compromise integrity or damage credibility.

We might actually interpret the Code to actively use social media to fulfill our mission as journalists.

• Again, from “Seek the Truth and Report It” — Support the open exchange of views, even views they find repugnant; Give voice to the voiceless; official and unofficial sources of information can be equally valid.
• From “Be Accountable” — Clarify and explain news coverage and invite dialogue with the public over journalistic conduct; Encourage the public to voice grievances against the news media; Admit mistakes and correct them promptly.

On the practical side of things, it occurred to me that professional and student chapters could use this discussion and the issues it raises to develop programs that  would provide timely forums for frank talk about an issue that continues to fascinate and frustrate us.

Three ideas:

1. A panel discussion could feature a journalism ethics professor or a member of the SPJ Ethics Committee, a local news manager whose organization has progressive and evolving social media policy, and journalists who effectively use social media to engage with the community. Invite the general public, perhaps?

2. A Tweetup on campus or in a local public space where the social media and journalism conversation might evolve more organically

3. An Twitter chat or Google+ hangout about the subject

Whether we as an organization ultimately incorporate special social media language into the Code, or use it as a starting point for discussion and decisions is a matter that members can actually influence. That’s the beauty of membership in the Society. Let’s talk.

• Find an SPJ Ethics Committee member near you
• Find ethics help, resources and insights

Note: I sent this out to Regional Directors earlier this month, but I thought I share it more broadly as well.

As the spring conferences blossom across the country, I encourage you to use the opportunity to spread the SPJ message to attendees who are not already members.

Your SPJ conference coordinator from HQ will have the membership brochures on hand for the spring conferences, and there are ways to build on that.

1. Email me for talking points developed by HQ to help: me@hollyedgell.com
2. Wherever appropriate, focusing on your great local chapter services, events, and resources is encouraged!
3. These are things RDs can do and/or deputize chapter leaders & members to help out.

Here’s a menu you can consider choosing from! I’d also love to hear ideas from you, so please share.

Remarks at Friday night reception/social event

• As you welcome attendees, say a few remarks about membership benefits. “It’s an investment in yourself and your career.”
• Have a list of people who joined when they registered for the conference and welcome by name
• Have literature (e.g. postcards or flyers) on hand that show your meeting calendar and/or social events coming up; website info; chapter contacts
• Consider doing a raffle/door prize for one year of free local dues to the pro chapters in your region

Opening business session

• Include a few key points about membership in your presentation.
• Use specific examples of value for the membership dollar: training online; ethics, legal and FOI support/resources; Quill; discounted services; national conference as well as local chapter activities/benefits
• Invite attendees to find you at the conference if they have questions
• Have literature (e.g. postcards or flyers) on hand that show your meeting calendar and/or social events coming up; website info; chapter contacts

Breakout sessions

• Have membership literature in each room
• Pre-arrange with panel/session moderators to welcome attendees and do a brief plug for memberships at the beginning or end of the breakout
• Invite attendees to find you at the conference if they have questions

Mark of Excellence lunch

• Include a few key points about membership in your presentation OR considering tapping a student chapter leader to do so.
• Be sure to explain the deal students get on membership after they graduate
• Point to specific examples of value for the membership dollar: training online; ethics, legal and FOI support/resources; Quill; discounted services; national conference

Closing business session

• Remind people where they can find membership info: national and local chapter
• Invite attendees to contact you after the conference if they have questions
• Have literature (e.g. postcards or flyers) on hand that show your meeting calendar and/or social events coming up; website info; chapter contacts

After the spring conference

• Use the list of attendees to reach out via email, phone or postcard to thank attendees for coming; include language about how/why to join SPJ

After spring conferences, I invite RDs to do a guest posts for the The SPJ Garden Center about feedback and questions from attendees about your membership messaging.

Happy spring conferencing!

McKenzie Romero is president of the Southern Utah University chapter of the Society of Professional Journalists. She earned a communication degree from SUU in 2009. Then she spent 18 months on an LDS mission in Guatemala. She is back at SUU to complete her Spanish degree and will graduate (again) in May. Meanwhile, Romero leads the campus newspaper and multi-platform convergence initiative.

While midterms may be consuming time and energy for most college students, I am pleased to report that SUU’s chapter has stayed energized. In the first half of the semester we have emphasized activities to increase students’ awareness of the chapter while helping them grow as journalists.

January

The chapter hosted a State of the Union party, which drew most of the newspaper staff and some of their friends. All that was necessary was a projector to watch the enhanced webcast, some snacks and witty dialogue. The event was entertaining and educational, while providing a service to students who didn’t have means of viewing the address in their apartments.

We also provided personal assistance to all who chose to enter the Mark of Excellence contest, subsidizing one entry per student. It was inspiring to see students taking pride in their work and seeking one another’s input on selecting their submission. Those entries have generated the most interest among students about attending the Region 9 Spring Conference in Denver.

February
This month we were privileged to join university administrators and other on-campus groups in hosting New York Times correspondent Richard Oppel Jr.

The visit was made possible through the Times’ campus readership program. Partnering with other organizations sponsoring Oppel’s convocation address led to excellent publicity for our young chapter.

We organized a press conference with Oppel for all SUU media groups and several students were invited to a special meet-and-greet breakfast. I was lucky enough to be asked to moderate the questions and answer session the followed Oppel’s presentation, a chance I’ll never forget.

McKenzie Romero, SPJ chapter president at SUU, moderated a press conference with visitor Richard Oppel, Jr. of The New York Times.

Our activities were a success for the chapter in increasing student interest in the program, and benefited students through education and increasing their j-skills. That combination with an element of fun has proved a positive and effective model for our chapter’s activities.

Any other great ideas out there? Students and pros are invited to comment or submit guest blogs! Contact me@hollyedgell.com.

• Reach McKenzie Romero: kenz.rae@gmail.com
• Follow her on Twitter: @McKenzieRomero
• On the web: The Southern Utah University SPJ Chapter

We hold this truth to be self-evident: Journalists love food and fun–not to mention a bit of pomp and circumstance.

Members and prospective members often appreciate a chance to mingle and socialize. SPJ Membership Month could be the time month to inject a bit of social interaction into your chapter calendar.

SPJ president John Ensslin recently shared these ideas with chapter leaders around the country. Consider incorporating something from this list into events you already have on the books–whether this month or later in the year. (I’ve added a couple of notes here, in italics).

Martini bar mixer

• Find the coolest new bar or nightclub in your town and invite all the local journalists to attend an SPJ mixer. Try to find a place that everybody’s been wanting to go to but needed an excuse.
• Let the bar owners know people are coming, but don’t feel obligated to shell out a lot of money for food or free drinks. Let people who attend pay as they go.
• But be sure at some point to have someone say a few words on SPJ’s behalf and be sure to have some handout materials such as code of ethics cards, membership benefits or back issues of Quill. (Our national office can help you here.)
• Maybe the bar will even consider mixing up Grammartinis; this recipe comes from National Grammar Day founder Martha Brockenbrough.

News trivia night

• One way to get the local media out is to organize a competition centered on who knows the most trivia about recent local news. Invite teams from several media outlets to compete for prizes (an SPJ mug or t-shirt perhaps.)
• The St. Louis Pro Chapter has an annual trivia night, which is always well-attended! President David Sheets can fill you in: dsheets@post-dispatch.com on the details.

Candlelight initiation

• If you have some recent new members, invite them and their friends to a reenactment of the Society’s original 1909 initiation ceremony.
• Here is a link to a revised 20 minute version of this ceremony. You’ll need a few props such as candles, a feather quill, and if you can borrow one from a local lawyer, a scale of justice.
• While the language of this program is somewhat antique, the sentiments they convey are still remarkably contemporary. The words still carry considerable impact when spoken out loud.

Oldest/Newest member

• Invite the people who’ve been members of your chapter for the longest time to an event that honors their loyalty to the Society.
• Also invite the newest members of the chapter. When going around the room introducing people to one another, ask both the old and new members to state why they joined SPJ.

Chapter anniversaries

• Many of our chapters have long and notable histories. If this is a year when your chapter hits a round number, stage a celebration and invite all your members to attend as well as prospective members.

One member/One guest

• Try to do an event where each member of the chapter is asked to bring along one person whom they believe would be a good prospective member.
• Use the event to show case all the things your chapter does plus the networking and training benefits of belonging to SPJ

Student/Pro dinner

• Invite local journalism students as well as a local student chapter to a modest sit down dinner with members of a pro chapter.
• Rather than do this in a restaurant, see if one of your members has a home large enough to accommodate such a gathering.

Any more good ideas?

Well, maybe not all. But it’s fairly evident that providing relevant, valuable programming is key to building and maintaining a strong membership base.

As we enter SPJ Membership Month, many chapters already are planning an extra push for new members. Since December, the SPJ “Calling Corps” has been reaching out to people whose memberships have lapsed.

The regional spring conferences that kick off around the country this month are also a great platform for adding new members and reinforcing the message about how an SPJ membership can benefit journalists.

• Read more about SPJ spring conferences across the country

All of the above–as well as resources like online training, ethics advice, legal support, job listings, and other great offerings–make up the SPJ picture.

Still, members often cite what happens on the front lines of membership as what is most valuable; and by front lines, I mean the local chapters.

• Read more: Why Join SPJ?

Here are some ideas I shared with an emerging chapter a couple of years ago. It all started when Region 7 Director Kelsey Volkmann, former president of St. Louis Pro, shared the concept of using the topic of media literacy as a jumping off point for new as well as established chapters.

1. Media literacy: a series of panels and/or lectures that could draw members of the public AND journalists.

2. Partner with local colleges and draw on their faculty as well as local journalists to hold a monthly  event in conjunction with the student chapter.

>> For professional chapters that cover an entire state, campus sessions could be a way to take SPJ “on the road” to bring programming to members and potential members in all the corners of your chapter.<<

3. Topics could include:

• Who’s a journalist? How to know if what you’re reading or viewing is a news item, opinion, rant, or some combo thereof
• Gatekeepers & agenda setters. Who makes the decisions about what’s in the news? What are some of the guiding principals in deciding?
• Two-way street. How members of the public can use new media tools to have a voice in the news agenda (comments, social media, User Generated Content, etc.)
• Diversity matters. Why do the media still seem to report along stereotypical lines? How can members of the public ensure that the stories of their communities get told, positive and negative?
• The role of numbers. How journalists use ratings, unique visitor counts, and other metrics to figure out how many people are out there, what kinds of stories they like, etc. The need for balance in using this data to guide editorial decisions.
• A BIG forum type thing at the end of the series that asks the question: How can we do a better job? Members of the public can weigh in with their opinions. The key here would be to choose panelists who would not be defensive or touchy about criticism, of course.

4. Use your regional or chapter Facebook Page to continue the media literacy conversation.

5. Use your regional blog to provide a narrative about the series as it unfolds.

Your ideas, please!

If anyone reading this has suggestions, ideas and success stories to share, please do so in the comments section. Better yet, touch base with me about a guest blog! You can drop me a line at me@hollyedgell.com

• Read more:  Upcoming SPJ Events and Deadlines

For your viewing pleasure: The Region 7 Spring Conference 2011

This idea is brought to you by John Ensslin, who serves on the Membership Committee and is the current national secretary-treasurer of SPJ.

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For the last 10 years, Colorado Pro SPJ has co-sponsored the screening of a film at the Denver International Film Festival.

Usually it’s a documentary or a feature film with a journalism theme. Most year’s the program director for the festival is able to find a good match for us.

One year we hosted a documentary on the Gonzo journalist Hunter S. Thompson that his wife and son attended. Another year we sponsored a documentary that went on to win an Oscar. One year we hosted an event with actor Edward James Olmos.

Most years the film’s director also attends, so we’re able to host a reception either before or after the screening.

This is a great way to show the SPJ flag and grow membership while having fun and learning something.

For example, this year we’re sponsoring “Norman Mailer – The American” a documentary on the legendary writer and occasional journalist.

On the night before the screening, we’ll host a reception at the Denver Press Club with the director. We also distribute information on SPJ to the audience on the day the film is show.

SPJ is listed as a sponsor of the film both in the festival program and in an insert in the Denver Post. (more…)

The Membership Committee is overflowing with great ideas for chapter programming.  One of the best, and perhaps most obvious ways to gain new members and retain old ones, is to over rock solid programming throughout the year.

From ideas for continuing education programs, to networking events, even ethics and FOI-related programs, the Membership Committee will regularly post ideas here.  Check back often!

If you have a great idea — or would like to share what works well for your chapter — please drop us a line!

Sarah Bauer, 2010-11 Membership Committee Chair
e: sarah.e.bauer (at) gmail.com
t: twitter.com/sarah_mn

A couple of months ago the Membership Committee, SPJ President Kevin Smith and some other volunteers began calling new SPJ members in our continued effort this year to make membership an even higher priority for SPJ. I’ve been calling new members in my own Region 3. I’ve left plenty of voice mails but at least folks are getting a welcome message and the name and phone number of someone to call with questions. I hope – and feel fairly certain – it makes an impact on our newest members.

Last week I contacted a new member in Florida who had a question about how to get involved with a local chapter. I was able to give him that chapter’s website and also sent his contact information to the membership chair of that chapter.

It likely that new member might have waited several months before connecting with a local chapter. By taking a few minutes to call these new members, I was able to help speed along that connection.

I urge individual chapters to take on a similar effort in contacting new members in their area, welcoming them to SPJ, answering questions, providing resources and inviting them to the next chapter event. And if your chapter already does this, that’s terrific. I’d love to hear some success stories.

The Membership Committee is working with SPJ headquarters staff to make SPJ collateral and marketing materials available for download at SPJ.org. This may include brochures, posters or fliers that chapters could download and print for their own events.

This would better serve chapters that need some last-minute promotional materials or just want a handful of items for an event.

Are there particular items you’d like to see available? Feel free to offer up suggestions and we can take those into consideration.

We’ve probably all been asked, “Why should I join SPJ?” That’s a good question and one the Minnesota Pro Chapter decided to answer. The video response is both an informative and light-hearted look at SPJ membership. We should have fun with SPJ recruitment and use all the new media tools (like a chapter YouTube channel) we have at our disposal. How are you using video and other tools for SPJ recruitment?