The Media Evolution: Is Your Content Keeping Up?

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In response to sea changes in how people find, consume and share information, traditional media outlets are retooling their newsrooms and evolving their coverage.   Despite the still-challenging economic environment, many outlets are investing heavily on people and technology, in order to deliver a news product that satisfies audience appetites for rich visuals, tablet-friendly design and up-to-the minute reporting.  This begs the question: is PR content keeping up? lil tweet

PRSA attendees: Visit PR Newswire at booth 401 for fun photos & prizes, and mark Sarah’s session (Tuesday morning, 8 a.m.) on your calendars.

Outlets are creating expansive digital teams of reporters, web editors, social media managers, data specialists, designers, photographers, app developers and mobile editors.   They’re also requiring journalists to learn new skills and produce content in a variety of formats.

The Chicago Sun-Times offers an extreme example.  The venerable paper laid off its entire staff of photographers earlier this year, electing instead to equip and train reporters to shoot and edit photos and video using iPhones.

Can a reporter, newly trained in creating visuals, provide the paper with same sort of visual storytelling and evocative images that a Pulitzer Prize winning photographer once did?  Of course not.  But that’s not the point.
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Attend the Newsworthiness: New Context & Opportunities for PR session at the PRSA International Conference, Tuesday, Oct. 29, 8–9:15 a.m. Room: Franklin 3 (Hotel Floor 4)

Spectacular images gracing the front page of papers and the covers of magazines drove newsstand sales – once a core revenue stream for print media.  As newsstand sales dwindle, those images offered less return to the Sun-Times.   Digital content and news cycles running at the speed of the internet changed the game.  The timeliness of an image is more important today than its composition or artistry.  The Sun-Times determined that a fleet of reporters armed with iPhones are better equipped to deliver the visual content the organization needs to compete in today’s media environment.

These changes at the Sun-Times, and at other news outlets across the US, beg an important question of PR pros:  Is the content your organization produces meeting the needs of your key media outlets – and your digital audiences? Visual content – images, video and graphics – are all eagerly consumed by digital newsrooms, and by journalists who curate topical content on blogs and social network presences.     And the underpinnings of visuals – facts, figures, processes, trends and other information that lends itself well to visual illustration is particularly useful.   Look at the front page of every issue of USA Today, and you’ll see a mini infographic in the USA Snapshots section.

In order to earn media coverage – and attention in social networks – visuals are almost a requirement, and can certainly help boost the coverage and social media attention a story generates.

If you’re in Philadelphia for PRSA, attend my session, Newsworthiness: New Context & Opportunities for PR,  tomorrow morning (10/29, 8 a.m., room – Franklin 3) 

For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

2 responses to “The Media Evolution: Is Your Content Keeping Up?

  1. This is a good reminder of the importance of keeping a wide variety of skills in your toolbox! But I fear the Chicago Sun-Times’ decision was shortsighted. I would guess they underestimated the importance that visually strong photos still play in today’s media marketplace, especially with picture-heavy apps like Instagram and Pinterest now overtaking the marketing landscape.

  2. Pingback: Content [Creators] We Love: LEVICK’s Peter LaMotte | Beyond PR

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