Here’s the reality of public relations that no one in our industry is talking about, but we should be. While the media has changed from a print mechanism to a mobile multimedia environment, PR remains stuck in the 20th century. As consumers, we want our news on demand, and in turn demand that credible journalists give it to us immediately. And we don’t just want written stories – we want video, audio, live feeds, in living color. We’d also prefer it digested into cool headlines, in 140 characters, in 6-second vines and matching quizzes. Now, journalists need all these tools of the trade and more. And how do PR pros reach them?
Media Relations's archives
No Really—They Told Us So!
To borrow a well-known phrase (thanks Mr. Twain), the reports of News Releases’ death have been greatly exaggerated. Not only do releases continue to have a value for brands, helping them break through clutter, build legitimacy, and create a steady stream of sharable content, the truth is, many journalists still love them also.
Here at PWR New Media, we recently surveyed over 200 journalists, asking them about their news release preferences. Not surprisingly, we found that journalists now have fewer resources but more responsibilities than ever before. Sixty-eight percent of our participants reported that they’re responsible for creating online content in addition to their more traditional duties. This means they need story ideas and digital content… constantly!
Editor’s Note: Mark Thabit is presenting Ahead of the Curve: Implementing a Paid, Earned & Owned Strategy at the PRSA 2014 International Conference on Monday, Oct. 13, from 11:45 a.m. – 1 p.m. The following is a guest post previewing his session.*
Media companies have a revenue problem. Unfortunately, the solution isn’t more traffic. In 2011, a major newspaper chain found that a 20 percent increase in traffic boosted digital ad revenue by a disappointing 2 percent.
That same year, The New York Times had fewer than 1 million print subscribers and 30 times as many online readers. Still, print generated 80 percent of its ad revenue.
Probably since the dawn of mass media, public relations professionals have relied on the credibility and amplification that earned media placements provide. Even in 2014, third-party expert content lifts brand familiarity 88 percent more than branded content and 50 percent more than user reviews. It delivered similar lifts in brand affinity and purchase consideration.
Despite all this good news, earned media’s value comes only when it’s seen, which has become increasingly difficult as more and more brands and people become what is essentially media companies. Easily accessible content and finite amounts of attention mean that you need to produce terrific content and, just as importantly, distribute it widely to your target audiences.
Redefining mutually beneficial
Traditional media and PR have always had a symbiotic relationship. Traditional media has the reach, and public relations has experts, insights and stories that made the publications worth reading. No money need be exchanged in this partnership because both had what the other needed.
With media companies scuffling financially and PR pros needing to gain visibility, the solution of merging earned and paid media has grown in popularity.
When it comes to native advertisements (often referred to as sponsored content) versus banner ads, there’s no contest. Native ads get 53 percent more views, raise purchase intent 18 percent and brand affinity 9 percent.
Naysayers might question the share-ability of a “masque-ad,” but data shows that one-third of people would share a native ad. That’s more than 50 percent more than who would share a display ad (19 percent).
It’s not just brands champing the bit to get into this game. Traditional and new media publishers from mommy blogs to The Washington Post and BuzzFeed have adopted paid media at a furious rate. Even the venerable The New York Times joined the fun. In the second quarter of 2014, The Times saw its digital ad revenue jump 3.4 percent over the previous year thanks in large part to native advertising.
What are the options?
Tags: 2014 International Conference, Branding & Brand Management, Corporate Communications and Public Relations, Media Relations, Professional Development and Training, prsa conferences
Editor’s Note: Dr. David K. Rehr is moderating the panel “Getting Heard in Washington: Communication Strategies That Work,” with featured guests Anna Palmer, senior reporter/columnist, Politico and Jeffrey Davis, senior vice president, AARP at the PRSA 2014 International Conference on Monday, Oct. 13, from 10–11:15 a.m. The following is a guest post previewing their session.
What kind of communication is received on Capitol Hill?
Imagine you work on Capitol Hill, either as an elected member of Congress or as a congressional staffer. Every day, literally tens of thousands of constituents, special interest groups, non-profit organizations, private business interests, embassy representatives or academic experts send you messages to impact your decision-making on public policy issues being considered in the U.S. Congress.
Tags: 2014 International Conference, Capitol Hill, Congressional Research Service, Corporate Communications and Public Relations, CRS, Government Relations & Military Communications, media, Professional Development and Training, prsa conferences, PRSA International Conference, public affairs
- Journalists don’t want to write about something that’s already been released. In the past, readers had few media sources for this information. Today, seconds after you post a press release on the Internet, it’s no longer new news. This story is already one click away from any one of billions of people with an Internet connection. Of course, you could send the press release out under embargo beforehand, but even that signals to journalists that you’re giving the story to a ton of competitors.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Social Media, Techniques & Tactics, Trends, writing
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