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
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
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
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
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
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
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