A while ago I was asked to join a group of journalists assembled with the aim of providing some input into Eyewitness Media Hub’s principles for journalists working with UGC* – user generated content (or ‘other people’s words and images’, as non-journalists might say).
It was a privilege to be involved in the discussions and workshop around such important issues, and as a mainstream journalist it’s really important to me that my world view of our working practices gets stretched and challenged regularly.
Anyway, EMH took on an enormous piece of work and, from a bazillion clauses, sub-clauses and “yes, but…” moments, has distilled the best practice down into 6 simple steps.
However, as I’ve got your eyeballs for a moment, here’s a pared-down version, with my input in (these):
- Consider the physical and emotional welfare of the eyewitnesses you speak to during breaking news events (I have spoken to people who were so shaken by what they’d just been involved in, they didn’t even know I was media, despite me telling them. I imagine a stranger saying “hello, this is my name and title” is classed by the brain as extraneous information compared to the WHAT THE FUCK IS HAPPENING information it’s trying to process. Try to publish footage already captured (Again, it’s often amazing how obliging your average member of the public can be. They will unthinkingly and unwittingly put themselves in, or back in, harm’s way just to be co-operative, helpful and show the story. Others do it because they want that brush with fame – both are equally damaging, potentially). Appreciate the eyewitness may be completely overwhelmed. (This is an opportunity to be a human being, and not take advantage of them. I think probably Vivien Ayling, who witnessed the Shoreham tragedy and then drove on, obviously in deep shock, to her workplace. I caught a radio interview with her a few days later, and a) she was getting a huge amount of social media abuse for driving on to work – instead of what? Staying and getting caught in the fire? Being in the way of the rescue services? – and b) reporters were allegedly waiting for her at home, have steamrollered her son to get into the house. She didn’t even think of asking them to leave, poor woman).
- When you’re asking people if you can use their content, do explain how it will be used, and where and what you’re planning to do with it. Also, tell them about syndication, including the who and where. (I’ve explained the syndication opportunity to Liverpool people who have, for example, given us videos, and the stipulation comes back that they’re fine for it be bought by other organisations but it cannot go to The Sun. Also, historically, people have had no idea what syndication of their content means: I think that will change, especially as more organisations like Storyful appear; but in the meantime, if they don’t ask, we should make sure they’re told).
- If you’re embedding content, without speaking to the creator, think about reasonable expectation of where it might appear. (But, tbh, get explicit permission every time, if you can. It just saves a heap of problems later and, frankly, if someone doesn’t want you to use their stuff, and finds out you have, you could find the ensuing Tweetstorm and drain on your time trying to right a wrong outweighs the click value. Also, TinEye and Google Reverse Image Search are commonly used nowadays; it can also cost you more financially, once you’ve annoyed someone through non-communication).
- When it comes to images, think about the impact of what you’re publishing might have on people pictured/broadcast, or their family. (Blur isn’t a cop-out; it’s a mature way of telling a story while acknowledging the impact of what you’re publishing can have. We can be so terrified of bottling it, or not using the same photo in the same way as another publication, sometimes. Competition is a good thing, and being bold and brave as journalists is generally the right way to go. All I’m saying is: It’s rare you can cause harm by shielding people)
- Ask how someone who has created the content you’re publishing wants to be credited. This may mean you need to explain the potential pros and cons (like, you’ll get a lot of social media kudos and follows – you’ll also get deluged by other media wanting to use it, and they will contact you directly instead of going through our syndication department (see #2). And, no, Photo: Twitter, or Video: YouTube is not a byline. Sometimes people will choose pseudonyms, or request anonymity, often they won’t. What they do need is a choice.
- Treat people fairly; ask them if they would like recompense if their content is being used to make money for the publisher. And here we are at the delicate business of finance, at which point most newsrooms will twitch their skirts around their ankles and dither because UGC IS FREE, ISN’T IT? Not always, and not if you want a relationship with your audience, and a reputation for fair dealing. Often people don’t want money but it’s a conversation that should be had.
*I think Other People’s Content is probably the honest way of putting things, because it doesn’t set the Wo/Man In The Street on a different footing to a freelance photographer. If you want what they’ve made, you need to treat them both well and fairly, whether payment is requested or expected or not. Because, well, ethics. And not being a dick.