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A recently
published comprehensive study of the state of American
journalism
by the
Project for Excellence in Journalism is a must-read for anyone connected to public
and media relations. The study found that the role of
journalists as news filters and watchdogs may become
more pronounced as audiences fragment and technology
fuels a momentous change in news consumption. The impact
of this on your media relations strategies is profound.
Obviously,
there are more choices for obtaining news than ever
before. Consumers can be proactive in how they learn
about events, choosing from traditional or alternative
sources. How they choose their news will become more
important to PR strategies as time goes on.
The report
observed several trends, many of which are crucial for
PR pros. For example, some news sectors are seeing
declining audiences, while others, notably Internet,
alternative and ethnic, are seeing increases. People are
choosing news venues that resonate with their lifestyles
and cultures. News stories that address this trend will
receive a better reception from the appropriate venues.
There is
more news to filter and less people to filter it than
ever before. This puts journalists under severe
pressure, and they really can’t be bothered by fluffy
press releases and mundane story pitches. Journalists
especially don’t need multiple follow-up calls on press
releases that should never have been sent in the first
place.
Immediacy in
journalism is leading to unfiltered news. Whereas most
news had previously been filtered, massaged and edited
by journalists, consumers are now seeing news as it
happens – with remarkable results. One false word, or
one thoughtless reaction to a reporter, can hit the news
instantly, with massive repercussions. Spokesperson and
executive training for media relationships is becoming
more important than ever.
Even large,
integrated media groups have varying standards and
audiences. What may appeal to a particular journalist at
one broadcast network may be considered completely
trivial to another media representative at the same
company. This means that careful selection of not only
the outlet you pitch, but the branch of that outlet as
well, will grow in importance.
News may
become a seller’s market. As more media scramble to
produce quality news, those companies who have
legitimate or appealing stories may get more control
over when and how those stories are told. If you have
legitimate news, understand its value and how you may
use that value to your advantage.
To view the
entire study,
click here. |
