So teach them how to write online. Bring in a respected TV reporter with online experience to hold a one-day seminar. Then teach reporters how to use your newsroom's browser-based publishing tool. We knew we had to shorten the time it took to get stories online and to our partners, so we've made it easier. When reporters call the multimedia hotline, the on-duty web producer is automatically paged.
Reporters record a quick overview on voicemail, and the web producer posts the story within minutes.
They don't get that kind of exact feedback from their TV side roles. Although posting statistics can be motivating, make sure you don't end up discouraging people by revealing stories with low hit counts. You can get around it by posting the top 10 or so stories of the week. When a viewer sends in a question, the web producer posts it along with the on-air talent's response. It gave them an editorial forum and helped strengthen the connection with the TV audience.