Tag Archives: #WeArePR

The Media Evolution: Is Your Content Keeping Up?

suntimes iphotogs

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.
PRSAoneworld

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.

Redefining Newsworthiness & Finding New Opportunity for PR

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.

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.

As media paradigms and economics have shifted, arguably so has the very nature of news. Certainly, a big story – one that shapes markets and opinions – is still a big story.  However, a quick look at industry publications and the web sites of some of the biggest news outlets today reveals a shift in coverage, and it’s not so subtle. Media are aligning coverage with what interests their audiences, not the other way around. lil tweet

An extreme example of this is the  coverage that CNN devoted to Miley Cyrus’ controversial performance at the VMAs, despite the fact that the political situation in Syria was coming to a head at the same time.   CNN – a leading outlet by anyone’s measure –  devoted its front-page to Cyrus’ spectacle, rather than the violence breaking out in the Middle East.

PRSAoneworldAttend 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)

Why was that the case? Simple. More people are interested in (and in the ensuing days would be searching) for information relating to Cyrus’ performance rather than the situation in Syria.  From a web traffic – and ad dollars – perspective, the Cyrus story was the clear choice.

News outlets have to make calculated decisions about what they cover. There’s a balance between serving the stories they know audiences are interested in, are searching for and are likely to share on social networks. On the flipside of that coin are the less sexy stories– those covering foreign policy or local government, for example.  I don’t think anyone of us would deny that those types of stories are really important. However, let’s face it– in most cases they don’t set readers interest aflame, and they don’t generate the sort of click throughs, search engine traffic and social buzz that a good celebrity scandal does.

Lessons for PR: redefining news 

Within this reality are some important lessons for public relations.

One of the most important, I believe, is rethinking what our definition of news is. In addition to the big announcements relating to events that impact our organizations top lines, we have to be thinking about what audiences are into interested in our day-to-day basis, as well.

Maintaining a constant flow of interesting content is crucial if your organization wants to stay top of mind and today’s digital environment, however, this exercise requires PR to re-think messaging strategy, and expand the definition of news, just as media outlets have, to encompass content that educates and informs the audience.  Developing a stream of useful information keeps the brand top of mind, and wins valuable share of voice for the brand around key topics.

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.