“There is a whole journalistic industry cropping up with connection to new media with the internet. The bottom line is to consider journalistic work with non-news organizations,” says Adam Glenn, co-founder of iReporter.org.

Journalists should use online tools to make their work viral, he adds.

“Journalists are typically not very good about this. Most of us grew up in a world where we created the work, gave it to the news organization and then it was their job to market it. Now things have changed. Even if we’re in a news organization, we as individual journalists have to be aware of how our work is being seen, where it’s being seen, how effectively it’s being seen, and we have to ourselves be activists for our own work.”