1) Make the project matter

The best way to learn a new skill is to work on a project that you truly care about. For me, I wanted to produce this site because it was something I enjoyed doing and I thought it could do some good. As a result, I picked up some new skills in the process. If you can find a project that you’re personally invested in, it becomes more rewarding to try new things and spend the time to make it great.

2) Software isn’t scary

It’s usually the technological limitations that prevent journalists from embracing new forms of storytelling, but that’s ridiculous. Too many journalists limit what they’re capable of learning by assuming the skills they need are out of reach. A couple books and a date with Lynda can even the playing field. It’s hard to imagine starting from scratch with a piece of software and making something that looks presentable, but similar skills from other platforms will carry over.

3) Target your weaknesses

Identify your weaknesses and work them into your next project. This will lead to a more well-rounded project and you’ll be a better journalist for it. If you’re not learning and growing, then you’re falling behind.

4) Set a deadline

Working on deadline is the fastest and easiest way to learn. I was fortunate to have an external deadline (a grade), but it also helps to pitch the project early. Tell you friends when they can see it and let them bug you until it’s live. There’s nothing that makes you move faster than a deadline.

5) Find an expert

With any project, it is extremely important to find an expert who is willing to help you through the project. This shouldn’t be used as a crutch, but rather a lifeline. There’s inevitably going to be problems and it’s important to find someone with the skills to get you through the rough spots. This person can help keep you on task and hold you accountable if you drop the ball.

6) Make the time

Finding spare time is tough so allocate the time you have accordingly. Set aside a couple hours each week to read or work on something new. Finding the time shouldn’t be a problem if you picked the right project.

7) Plan an attack

Producing an interactive multimedia site is great, but then what? How will you audience access the site? And how will you measure its success? Building a site and launching it are two different skills. Be prepared for both.

Think business

Try to think like a business major (in moderation). If you’re not, just fake it for a while. You might accidentally learn something extremely valuable. As an example, when I finished Times of Recession, I decided to market the project to local news organizations. I sent emails to online editors across the state and offered to sell them exclusive rights to the highest bidder. I was able to create competition between the organizations and help make the project more marketable. Thinking from a business perspectives can create new opportunities to do the work that you love.

9) Journalists can advertise too

Once you’ve identified your audience, don’t be afraid to advertise. I created a Facebook advertising campaign for less than $10 dollars that targeted online editors and multimedia producers (and places I wanted to intern). I was able to use a highly targeted ad campaign to get my site to the people with the power. The ad campaign left about 25,000 impressions on about 20 Facebook accounts. Pretty awesome stuff. In addition, many of the targeted users overestimated its distribution (because I was “advertising”) and were more likely to pick it up. Spending a few dollars on targeted advertising now will be worth it later.

10) Take a risk

Do something so ridiculous that people think you’re crazy. This doesn’t mean do something stupid, but make it a project that you can learn from. There has never been a better time to experiment. The biggest risks have the best rewards.

And #11, since every other list has 10…

11) Get started now

If you really want to “wow” somebody, it’s not going to happen in an email. Trust your instincts and be willing to learn. Plus, it’s a very different conversation when your boss knows what you can do. Many projects never happen because of the details. If the project matters and you can learn something new, then get started now. You can work out the details along the way.

Times of Recession

The awards will be announced on September 26 as part of the Emmy Awards ceremony in Minneapolis. Thanks again to everyone who helped make this site possible.

- McKenna

Also, here’s a link to the press release and the other nominees.