“ using all the multimedia tools available and all the smart multimedia journalists to provide a package so much stronger than any one individual strand. It means working with the mobile phone and digital camera and social media-enabled public and not against them. Working against them would be crazy. Could you imagine gun toting guards trying to confiscate every phone off every spectator? That would become the story of the Games and it would ultimately fail, anyhow. No, working with them is the answer. Inspire them, and encourage them to do things that will enhance the Olympic spirit and actually improve the bottom line. How about a programme to allow link-backs to images from rights holders, creating a partnership? How about citizen journalism entrees into the rights holders’ reports? How about competitions with prizes that encourage the best work and best behaviours? We have spent countless decades enveloping our activities in the cloak of professional mystery. That era is over.
