Mobile first at EHF Media and Communications
By launching the “Mobile Journalism Project” the EHF provides tailor made news
for social media and the future audience of handball
What started as the Young Reporter Programme in early 2014 at the Men’s EHF EURO in Denmark, an opportunity for young professionals to gain valuable experience working alongside the EHF’s media team at major competitions, has turned into a new direction and lifted to another level in 2015.
By renaming it to “EHF Mobile Journalism Project” the programme’s focus has been shifted to produce tailor-made news for the European Handball Federation’s constantly growing social media channels and the ‘mobile only’ generation.
Nevertheless, the education and development of the handball media of the future still remains at the project’s heart.
The focus on engaging content suitable for the ‘mobile only’ generation is backed up by a variety of studies that find that in particular the younger generation is moving away from what can be called a ‘traditional way’ of media consumption.
According to the Reuters Digital News Report 2015 the smartphone has become the defining device when it comes to digital news.
The report found that 46 per cent of people in all countries (Europe, US, Australia, Japan) surveyed now access news weekly on their smartphones. “We’ve seen a real change with media organisations properly taking mobile seriously in the last few years, creating different kinds of formats and experimenting with mobile video that really is going to work in that mobile and social context,” was one of the key findings according to Reuters Institute research associate Nic Newman.
This is a development that EHF Media and Communications already noticed at the Women’s EHF EURO 2014, when almost 50 per cent of the traffic to the official website www.ehf-euro.com came from mobile devices, which in return only strengthens the decision that this a development that the department not just want to develop but actively participate in.
In line with its increased focus on mobile journalism, EHF Media and Communications started mobile coverage of the VELUX EHF Champions League at the beginning of the 2015/16 season. A dedicated channel was launched on Twitter (@ehf_live) and the decision was made to increase the EHF’s social media presence to Snapchat, opening ehf_live as an account on the vastly popular platform. Over the course of the season mobile reporters were sent to all ten “Matches of the Week” to date as well as to the season-starting qualification tournament in Banja Luka.
Increased “mobile journalism” power will also be available at the Men’s EHF EURO 2016 in Poland when a team of eight mobile reporters joins the EHF’s media team, providing content across a range of channels, including the EHF_live Twitter and Snapchat account, the EHF EURO Instagram channel, the live blog on www.ehf-euro.com as well as on a dedicated mobile reporting page which will become part of the official website.
The EHF’s mobile reporters will work across all four venues with two journalists being located in each of the four host cities, Krakow, Katowice, Gdansk and Wroclaw.