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CGM: It's
all the rage |
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Consumer generated media (CGM) is a very popular phrase
today. From podcasting to blogging, the average Joe is
contributing to the news world more than ever. One
stirring example: the number of video feeds of the
tsunami disaster created by citizens using video
cameras.
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Word of
Mouth |
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Public relations is designed to get people thinking and
talking about your company, product or service. This can
be accomplished through articles, interviews, public
events, blog mentions and more. Now, however, marketers
are attempting to create “buzz” through manufactured
word of mouth – a practice falling under increasing
scrutiny.
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Finding
the New Media |
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Reaching the
correct media has always been key to a sound PR policy.
With the current shifts in consumer media consumption,
identifying those targets can be quite a task. Here are
a couple of ideas to help navigate the new media waters.
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Making
News |
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It’s one thing to get the press to write a story about
you. It’s entirely different to write the story yourself
and have it published as a third-party narrative. The
credibility of the story, the publication, the editors,
and your company are at risk. Federal agencies have
found that out the hard way, and a blanket warning to
them from the Government Accountability Office last
month should be a warning to everyone. According to a
recent NY Times story (see
here), over 20 federal agencies have developed and
deployed hundreds of “news reports” over the last
several years.
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Role Changes?
According to the most recent
State of the News Media by the Center for Excellence in
Journalism, the traditional press model, the journalism of
verification (in which journalists are concerned with trying
to substantiate facts), has ceded ground for years on talk shows and
cable to a new journalism of assertion, where information is offered
with little time and little attempt to independently verify its
veracity.
However,
the report also states that people want to receive independent news
reports without a slant or agenda.
The
report goes on to state that to adapt, journalism may have to move
in the direction of making its work more transparent and more
expert, and of widening the scope of its searchlight.
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