Magazine article Editor & Publisher

Out-of-Work Journos: PepsiCo Wants You!

Magazine article Editor & Publisher

Out-of-Work Journos: PepsiCo Wants You!

Article excerpt

As the ranks of out-of-work journalists swell, PepsiCo is stepping in with an offer: cover Internet Week events, using many forms of digital media.

PepsiCo is calling the experiment of an "open newsroom" an effort to align the brand with the social media space. It is hiring nine people to use blogging, Twitter, Web video events from Internet Week, running June 1-8 in New York City. The program is open to journalists, students, social media gadflies and anyone with a hankering to report using new social media tools.

Their reports will appear on the PepsiCo Content Network ( Participants will receive $750.

The "social communicators" will be outfitted with press passes and assigned to cover everything from panels to parties. They will create packages of content including photos, videos and blog posts. PepsiCo is providing tools like Flip video cameras. The company hired former Mediabistro editorial director Dorian Benkoil as editor in chief for the site.

"What we're looking for storytellers or journalists or professionals thatare at work in this space," said Bonin Bough, director of digital and social media at PepsiCo.

PepsiCo is opening its casting call to those with journalism experience,students at journalism schools, and also bloggers and those adept in digital communications platforms. It will advertise for the positions on Craigslist and Mediabistro.

The brand hopes PCN will generate 100 pieces of content over the course of the week, which will be available for any site to take and repost. …

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