Use social media! But don’t get too social. Engage your audience! But don’t piss anyone off. Be authentic! But conceal any beliefs regarding anything important you cover. Know your subject! But draw no informed conclusions from anything you learn. Don’t take sides! But be sure to cater to the most easily outraged subsets of your audience. You could read my post on the unsustainable contradictions of objectivity from yesterday. Or you can watch this helpful video from Conor Friedersdorf, which pretty much says it all. (h/t Jay Rosen)
PS: All MSM workplaces really look exactly like this. Your eyes adjust to the grayscale after a while.