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The Media Relations Maven’s media to-do list for 2009
January 16, 2009
Copyright © 2009 PRSA. All rights reserved.
By Margo Mateas
President
Public Relations Training Company
A shorter version of this article appeared in the January issue of Tactics.
Each time I write my column for the new year, I look back and am astonished at the events of the previous year. However, 2008 was a particularly historic year in so many respects: America elected its first African-American president, the stock market hit unprecedented lows, banks and financial institutions fell, the war in Iraq continued, and the housing market ground to a near-standstill.
The news holes we use to promote our products and services dwindled as election and economy-driven stories glutted the media.
Despite these challenges, PR practitioners continued to pitch everything from new housing developments to health centers and new technology. This provides a testament to the tenacity, flexibility and creativity of this professionals, and the talented, dedicated practitioners who make up our ranks.
In 2009, this struggle will continue, as we begin an entirely new paradigm of pitching.
We will see new opportunities to pitch positive stories about companies that are doing the right thing for the right reasons. The media, long cynical about corporate do-gooders and ethical leadership, will become more open to stories about organizations empowering employees, giving back to their communities and maintaining transparency and connection to their publics through a mix of crowdsourcing, social media networks and traditional outlets.
To be part of these developments, here’s a list of things to do for the new year:
• Prepare to have your subject-matter experts articulate your plan for the future.
• Green and eco-friendly stories will be important, but only as they show others how to become more environmentally responsible — or demonstrate cutting-edge breakthroughs that will alter the way we do things on a grand scale.
• Prepare more minorities to serve as spokespeople and subject-matter experts, because there will be a greater demand for their visibility. Joe Carleo, host of PRSA’s Diversity podcasts, discusses the trend in greater depth here.
To reach Margo directly, or for more on this topic, please visit her Web site.
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