Digital and social media are changing more than how and when we view news – they’re changing the very nature of the news we consume as well, suggests an informal poll of media professionals we fielded via LinkedIn and Twitter.
Most notably, fully half of respondents indicated that trending topics may get more news play than the actual story warrants, as media organizations vie for valuable online audience share. You see evidence of this phenomenon everywhere you look – Pharrell’s hat’s Twitter presence is making headlines in venerable outlets, as are the leaked Super Bowl commercials. Think about that for a second if you will: major news outlets are covering television commercials.
In addition to subject matter, the digital media environment is forcing outlets to up the ante in terms of content format. Forty-two percent of of respondents indicated that their outlets are using more content formats than ever.
PR and content marketing pros can use these trends to their advantage a few different ways, such as:
- Using social popularity of content to win news coverage for content that you may not have considered newsworthy a few years ago. If you think something is interesting, pitch it.
- Make everything shareable. Don’t forget that journalists and bloggers have to feed their outlets’ social accounts. Any time you craft a pitch, be sure to include a links the journalist can share. Failure to do so will eliminate your chances of their sharing your content, thus diminishing your opportunity to build social proof for your story.
- Visuals. Publishing visuals today is easy and cheap. Provide newsworthy, compelling visuals with all messaging.
Want some more ideas and inspiration? Join us for a free webinar on press release tactics next month!
FREE WEBINAR: Tactics for Maximizing the Results of Your Press Releases
Press releases have the potential to yield enormous benefits for an organization, including building online visibility and driving long-term brand exposure in addition to securing media coverage. But in order to obtain these results, the news release your organization publishes must be engaging, conducive, and inspire social sharing. Learn how to create press releases that can compete with the best of the web’s content for audience attention on this free webinar.
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the ebooks Driving Content Discovery and New School Press Release Tactics. Follow her on Twitter at @sarahskerik.