As underscored by recent headlines, there has been a paradigm shift in how audiences seek and consume news and information. It has profoundly impacted news outlets, from the mighty to the emerging. One of the greatest present challenges to media relations professionals is the ever-changing nature of the media landscape and how to work both effectively and responsibly within the new framework.
New media outlets – from blogs to multimedia web-based sources – engage audiences and disseminate information in deep, memorable ways. Reading, watching and listening to news is no longer a unidirectional activity; it is an active exchange between public and private, reader and reporter, video poster and mouse manipulator.
Traditional media - such as television, radio and print publications - must adapt to meet the changing demands of audiences, which have become captivated by the breadth of available new media. A case of survival of the fittest, some outlets strive to innovate and adapt, and therefore succeed in maintaining traction with news consumers. Others fall short – perhaps unable to evolve aggressively and strategically – and begin to lose audiences and overall stability.
In order to succeed, communications professionals must understand the shifting state of the new media landscape and how it impacts reporters and editors. By taking creative steps to align strategies with the morphing terrain, media outreach experts can capitalize on the power and potential of an unlimited scope of story delivery opportunity. Here are some ideas to consider:
Break through media inbox overload: Reporters are inundated with hundreds of daily emails. Engage them in unexpected ways. Social media channels can personalize relationships and storytelling avenues. Establish a dialogue as opposed to a unidirectional press release distribution. Also, engage in blogs and responses to regular reporting - not just client-related news - to demonstrate sincere interest in reporters’ work. Project a clear, value-rich voice through all media relations channels, whether conducting outreach in writing, online or in person.
Pitch to complement a morphing media landscape: Traditional media outlets are evolving, and new media present options to expand message scope in exciting ways. Deliver stories accordingly: analyze reporting trends before pitching news to ensure that story angles thematically complement reporters’ styles and interests. Remember that story pitching tactics should take sound, imagery and video into consideration as much as the written word.
Deliver equal value to reporters, clients and sustainable industry sphere: Most importantly, adjust tools to work efficiently and responsibly. Why use paper press releases and media kits when electronic options are available and often preferred? Forget pricey printed goods and 1) save your client budget and 2) boost credibility with reporters by walking - not just talking - sustainable practices. Empower traditional media outlets within the new communications landscape by encouraging multimedia story coverage and by offering creative ready-to-run delivery ideas.
Just as collaborative strategies play a driving role in sustainable industries, they can empower the diverse set of news media stakeholders. A fresh new take on media relations can universally benefit news outlets, reporters, businesses and audiences. Media relations experts have the opportunity to drive systemic change for the common good, shaping a collaborative new kind of news media culture.
