| |
|
|
|
|
|
Participatory Journalism |
|
The days of single “trusted source” journalism are on
the wane. The profusion of broadband and
“always-connected” access to information is allowing
news consumers to choose their news topics, providers,
and media. The result? Greater opportunities and
challenges for PR-minded marketers exist now than ever
before.
|
|
Escape
from Advertising |
|
Consumers are tired of advertising. OK, maybe that’s not
news to you. But their new ability to avoid your
advertising through technology should be of concern. A
recent survey from
Yankelovich Partners finds that an overwhelming
majority of consumers (69 percent) would buy technology
that enables them to avoid advertising. How can a
marketer break through the ad barrage and create
consumer relationships in a world increasingly annoyed
at advertising?
|
|
Let the
Viewer Beware |
|
You are watching the local news one evening and see a
video clip of the president of a local company talking
about how the firm has helped solve a major community
problem. You wonder how he convinced the TV station to
come to his office and film the segment. Surprise! His
company actually produced the segment and delivered it
to the station’s news department - one more case of
Participatory Journalism. Video News Releases (VNRs) are
now being produced and distributed by thousands of
companies and government agencies who realize they can
“make” their own news.
|
|
No Trust,
No Deal (or story!)
|
|
According to Fordham University professor Kevin Jackson,
“Reputation is the primary attribute of commercial
relationships. If there is no trust, there is no deal,
period.” The same can be said of media relationships –
if there is no trust, there is no story…period.
|
|
|
|
|
|
News?
"But, technology can
also be used to replace the newsgathering skills, homogenize the
content, rely more on feed material and wires, which is cheaper than
local or original reporting. It is difficult to see how news
organizations can distinguish themselves and attract more audience
in a more crowded environment if their content is more similar.
There is a tendency for branding to be more focused around the style
than the substance of reporting."
- From "The State of
the News Media 2004" by The Project for Excellence in Journalism |
|
|
Get Subscribed |
|
|
|
Our newsletter is offered free to anyone interested in the
latest news and information from the PR industry.
The information you provide is strictly confidential.
You can unsubscribe at any
time. |
|
|
