NOTICE: This is an older version of this page. My updated, redesigned resume page will be available in late 2014.

Shannon McDonald journalist

multimedia2Community Manager | Billy Penn | current
Let’s talk about what it means to produce news for non-journalists, and how to engage communities in the process.
-As the first hire of the bootstrapped Billy Penn, my job is to help build our news site by finding and engaging existing communities through social media, partnerships, events and membership. We’re redefining what it means to produce content by focusing on the needs and interests of the audience.

Social Media Strategist | NewsWorks | 2013-2014
If ever this was a way to bridge the gap between editorial and marketing, social media is the place to start.
-I evolved into this position in Fall 2013 to help better incorporate social media and digital thinking into not just the news content at NewsWorks, but also the marketing of our news content. Tasks include assisting with the creation of strong membership campaigns that appeal to social audiences and helping reporters find angles in their stories that are most approachable through social networks.

Social Media Editor | NewsWorks | 2012-2013
Manage multiple social media accounts, track metrics and train reporters
-This position was created for me in mid-2012 to accommodate the growing demand for news organizations to be present on multiple platforms. I managed NewsWorks’ engagement with readers on social media and measure the impact on audience growth, as well as create tailored social media plans for reporters and staffers, and incorporate social media into our radio and TV pieces.

Feed Blogger | NewsWorks | 2010-2012
Produce up to 50 posts a day for, WHYY’s online news website
-Hired in November 2010, I managed the Feed, NewsWorks’ blog that combined breaking news, original content and news aggregation. In addition, I contributed to the nightly radio show and led a first-person, grant-based report on genealogical research. This blog evolved in a 2013 website redesign to become a combination of news stories from NewsWorks staff members and content partners.

Editor and Owner | NEast Philly | 2008-present
Built and manage the daily online news publication for Northeast Philadelphia
-I launched NEast Philly in 2008 to fill a coverage gap in the region of Philadelphia that’s home to more than 400,000 people and 40 neighborhoods. I write and edit content, manage contributors, facilitate content partnerships, organize events and pursue revenue and grant opportunities, as well as monitor the 18,000-plus social media audience.

edit-manage2Adjunct Journalism Professor |Temple University | 2010-present
Teach multimedia, web publishing, grammar, AP style and newsroom skills  in Temple’s journalism department
-I began teaching in July 2010 as part of partnership with Temple University and the School District of Philadelphia, and went on to teach grammar and AP Style to Temple freshman and multimedia publishing to seniors. For three years, I’ve assigned and edited stories to student reporters of Temple’s Philadelphia Neighborhoods newsroom-style class.

Project Manager | NewsWorks | October 2013-July 2014
Coordinate WHYY staffers and contracted consultants to complete a $1 million grant project
-As part of the third and final phase of a public media grant, I’m serving as manager of a project that involves several overlapping deadlines, multiple consultants and various WHYY departments. The final result is meant to improve the way public media stations interact with different types of audiences.

Editor | NEast Philly | 2008-present
Edit content written and submitted by more than 20 people
-Since 2008, I’ve edited the more than 2,500 articles that appear on NEast Philly, including an extensive investigating reporting package funded by J-Lab.

teaching2Adjunct Journalism Professor | Temple University | current
Teach classes of high school and college students at varying stages of their journalism education
-Co-taught a four-week multimedia crash course for high school students hand-picked by the School District of Philadelphia and hosted by Temple
-Developed a syllabus and taught grammar and AP Style to college freshmen
-Co-taught Temple’s Multimedia Urban Reporting Lab and continue to manage a partnership between the class and NEast Philly
-Currently teaching two classes of college seniors how to create their own websites and publish stories to them in a class called Multimedia Storytelling

Pro-Am Partnership | Prime Movers High School Journalism | 2010
Served as the professional journalism adviser to a high school journalism club
-Under the Prime Movers program, I helped George Washington High School students and their teacher develop, launch and maintain a web-based school publication.

freelance2Freelance Journalist | Greater Philadelphia area | 2009-2012
Pitch, write and sometimes shoot photos for newspapers and magazines
-Between 2008 and 2012, I contributed to Philadelphia Style Magazine, the Fishtown Spirit, the Wilmington News Journal and the Temple Review.

Content Partnership | Metro Newspaper – Philadelphia | 2010
Pitched, wrote and shot photos for stories based in Northeast Philadelphia as part of a NEast Philly partnership
-For six months, I contributed original news stories and photos to Metro’s “Northeast Zone” as part of the publication’s initiative to expand its coverage and advertising base.

Mark of Excellence | Society of Professional Journalists  | 2010
-Regional and national winner for an interview I did with a Philadelphia police officer

Choice Award | Philadelphia City Paper | 2009
– Recognized for the article I wrote about an interview with a Philadelphia police officer that led to an internal police department investigation

David E. Brace Scholarship for Community Service | 2009
-Awarded to me during my time at Temple University for my dedicate to community reporting

Temple University Diamond Award | 2009
-One of 22 students recognized for academic performance and community service

Keystone Press Award | Pennsylvania Newspaper Association | 2008
-Second place for a series of editorials written for The Temple News

Enterprise Reporting Fund Grant | J-Lab | 2011
-One-time grant to fund an investigative journalism package published in June 2011

Partnership building | NEast Philly | 2009
-As part of my role as editor/owner of NEast Philly, I’ve developed and maintained partnerships with local and national media outlets, including Metro, NewsWorks and Philadelphia Neighborhoods.

Degree | Temple University | 2009
-Bachelor of Arts in Journalism
-Writer, Copy Editor and Managing Editor of The Temple News, weekly circulation 10,000

You can find a condensed, printable, more traditional-looking version of my resume in this PDF.

Image created using Pie Color.

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