Ian BurrellL: Vice forges innovative partnership
Ian Burrell is Assistant Editor and Media Editor at The Independent, i paper and Independent on Sunday. He covers news from the whole media sector from television, press, radio and advertising to technology. His weekly column on the media appears every Monday in The Independent and i paper. He also writes on media, music and culture, including long-form pieces for The Independent’s Saturday magazine and the Independent on Sunday’s magazine, New Review. He is a regular presenter of BBC Radio 4’s What The Papers Say and a specialist commentator to Monocle 24 radio. He has contributed to most major broadcast outlets including BBC television and radio, CNN, Sky News, Al Jazeera and LBC. He has also written on media for GQ magazine. Ian has been reporting on the media industry for The Independent for more than a decade. Previously he was the newspaper’s Home Affairs Editor. He worked at The Sunday Times for five years, including as a member of the investigative Insight team, covering stories on political funding, industrial espionage and the arms industry. Previously he worked in ITV for London Weekend Television, on a weekly current affairs programme presented by Danny Baker. Ian trained at the Birmingham Post & Mail and was Regional Reporter of the Year in Press Gazette’s national awards.
Monday 20 January 2014
As the old boundaries between journalism and PR continue to shift with the development of the internet, some news organisations are finding innovative ways to work with partner organisations and amplify the impact of stories.
The youth-orientated Vice has skilfully aligned itself with the gay-rights group Stonewall to ensure maximum exposure for its new film, Young and Gay in Putin’s Russia, which highlights a rise in homophobic attacks.
By bringing Stonewall on board soon after the footage was shot, Vice ensured that the film will get the constant support of the campaign group’s large social-media network in the run-up to the Winter Olympics.
Stonewall said it had “advised” on the narrative of the film but that Vice retained editorial control. It’s a tactic we are likely to see more of, rather than relying on the old model of simply publishing and waiting for the world to take notice.
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