The other journalism inquiry

We’ve been hearing a lot about the Leveson inquiry. But another inquiry has been quietly rumbling on at the same time, and the findings should be very interesting to journalists.

TThe House of Lords has a select committee on communications, and it's conducting an inquiry called The future of investigative journalism. They're asking what its role is and how it will evolve in the future.They’re also looking at business models for the industry: in other words, how do we make serious reporting pay?

Shouting at robots

The phone rang. I answered and immediately had that slightly embarrassed feeling you get when you realise you’ve wasted your “Hello?” on a robot. The robot said it was ringing from Southern Electric and wanted to speak to Mrs Macdona.

I should make it clear, before I go on, that I am not Mrs Macdona, I’ve never known a Mrs Macdona and I’m pretty sure that nobody of that name has ever occupied the house I live in.

On being the squeaky wheel

If you like it, tell all your friends. If you don’t, just tell us!” It’s a cheesy commonplace and we’ve all seen it on signs. But if you’re interested in the relationship between customers and businesses, it’s worth looking at again.

If you like it, tell all your friends” acknowledges that word of mouth is a powerful marketing tool. “If you don’t, just tell us!” is the other side of the coin: an acknowledgement that if customers tell their friends about a bad experience with a business, that has the power to hurt the business.