Relating to the evolving media

Transcript

1. Relating to the evolving media.
2. Then and now. •  Historically journalists were the only link between the news and the public. Now lines are blurred – blogger culture •  As technology and trends advance the media has been forced to behave differently •  Changes in the communication landscape has created a powerful social influence. Twitter broke the following stories - 2008 Earth Tremors (BBC report didn’t go online until 40 minutes later) - MJ’s death - IPhone 4 (Prototype left in bar) •  PRs need to be more astute than ever, identifying opportunities with a targeted ‘multi-channel’ approach
4. How we consume information. •  According to recent research, across media devices we consume an average of 61.4 hours a week (8.8 hours a day) of content. More than ½ of our waking hours •  This proves on-the-go is the way to go & a shift to online •  People have less time than ever before, putting pressure on journalists to deliver the most topical stories as fast as possible •  A good PR will recognise this and move from ‘press release mode’ to a ‘multi-channel approach’ pitching topical ideas
5. Theory into practice. •  News agenda: angles & hooks -  The Budget •  Social sphere -  #JournoRequest -  Acts like a free media portal -  BBC’s World Affairs producer does 80% of his news gathering via Twitter •  Make use of visual content -  TheBusinessDesk.com TV -  Yorkshire Post video gallery -  Trinity
6. Theory into practice. •  Be inventive & proactive -  Think like a journalist then a PR -  Make a journo’s life easier •  Be intuitive -  Tailor approaches for different contacts •  Be a knowledgeable and reliable middle man - PR requires you to be an industry expert in a selection of fields - Research - Bust the mass coverage myth
7. Challenges. •  Breaking through the noise -  PR to Journo ratio 4-1 in 2010 (US) •  Understanding clients -  National coverage •  Love/hate relationship -  But the reality is we rely on one another •  Misconception of mass coverage vs. news story
8. The Future. •  Traditional news businesses are dying -  Too slow to react -  People are more likely to consume news online •  A natural shift to online media sources will probably continue •  Multi-channel approach, moving away from the traditional press release •  Content marketing