1. What is Entrepreneurship?

2. 21st Century Journalism
What kinds of challenges do journalism leaders face in the 21st Century?
What more specific challenges do high school journalists face that relate to these challenges?

3. Entrepreneurship in Journalism
The creation of a new experience, or improvement of an existing experience, by a single person or group of individuals who take on the initiative and risk of financing the opportunity and inviting an audience to participate and interact with it.

4. Critical Attributes of Entrepreneurship
Creation of a new participatory experience or improvement of an existing experience
One or more individuals taking initiative and risk as team leaders
Financing a new or existing opportunity
Inviting others to participate in an experience using unique, tailored methods

5. Entrepreneurship vs. Production
Participation- oriented
Invite the audience
Finance the program
Tailor to audience
Sustain a business
Why is it necessary?
Creation-oriented
Tell the audience
Run the program
Tailor to story
Sustain a beat
Why is it necessary?

6. Public Relations
Definition: Promoting a publication by maintaining a positive public image and employing effective audience outreach techniques
Examples: Social media posts, staff manual, defining a market audience
Careers: Digital publicist, editor, market analyst, community manager

7. Product Marketing
Definition: Promotion of a tangible product or experience to a market audience for consumption or purchase
Examples: Yearbook sales, promoting an online experience, starting new publications, senior recognition ads
Careers: Digital publicist, editor, market analyst

8. Branding
Definition: Maintaining a positive image as a staff via personal and professional conduct and providing opportunities for an audience to interact with the staff
Examples: Social media policies, staff manual, T-shirts, staff activities
Careers: Digital publicist, community manager

9. Digital Publicity
Definition: Entrepreneurship activities that are executed via social media, including fundraising, product marketing, and public relations
Examples: blasts, Facebook, Twitter, Tumblr, Pinterest, Instagram
Careers: Digital publicist, community manager

10. Advertising
Definition: Raising revenue for a publication through the sale of business and recognition ads to at least break even or make money
Examples: Business ads, recognition ads, page sponsors, coupon books, selling social media posts
Careers: Digital publicist, market analyst, sales, graphic design, account planner

11. Fundraising
Definition: Raising revenue for a publication through the sale of tangible or experiential benefits to the audience
Examples: Baked goods, car wash, grad announcements, senior photos, penny wars, kindness cards, Valentine grams
Careers: Fundraising/development for nonprofits and companies

12. Distribution
Definition: A strategy for getting the publication from the printer to the audience and dealing with audience reactions/concerns after publication
Examples: Yearbook distribution, letters to the editor, distribution events
Careers: Event planning, customer service