 |
Why local news is no longer proprietary — and how this changes the role of the PR professional
June 1, 2009
Copyright © 2009 PRSA. All rights reserved.
By Barbara Bry
The following article appears in the June 2009 issue of Tactics.
It’s a fact that many consumers now rely more on the Internet for news and information than traditional media — often times at the demise of local newspapers and television stations. The renowned
However, that doesn’t mean that journalism isn’t perceived as beneficial by the general public — far from it. The Pew report noted that audiences consider newspapers to be more valuable than before. In fact, news content has slightly increased in popularity during the recent months.
To paraphrase Mark Twain, the reports of the death of journalism have been greatly exaggerated.
While the profession remains in good standing with consumers, today’s 24/7 news environment requires a seismic shift in the traditional media’s distribution strategy. Information must not only be relevant, but also must be hyper-segmented and delivered in real time via the Internet and mobile smart phones.
Major outlets like The New York Times and The Wall Street Journal possess the resources to make this transition possible. However, many regional and community media companies are struggling in their attempts to do this on their own. To survive, these organizations must do what was once considered blasphemy — band together with others.
Partnerships in transition
Economic realities have also forced this type of strategy upon the larger players within their own divisions. Just recently, the Tribune Company merged its Hartford Courant news operations with its
Here’s another example. I’m the executive editor and publisher of the recently launched San Diego News Network (SDNN), a regional news and entertainment Web site for the second-largest county in
What’s more, we at the San Diego News Network are counting on our ability to provide a Web-based platform that offers subscribers a way to segment content in a manner that is most relevant to them, and in turn, more respected and valued. The general belief is that in doing so, the level of interactivity with users significantly increases. Subscribers will become prominent news resources as a result.
Sources abound
Upstarts such as SDNN highlight a growing trend that journalists, PR professionals and consumers are starting to recognize — news itself is no longer proprietary. While the Greatest Generation was loyal to one entity, such as Walter Cronkite or the Huntley-Brinkley Report, the general public today is more willing to hear from a variety of credible sources, as long as the information is current, of importance to them, and delivered in several different formats — including online.
And it is now easier than ever for bloggers to demonstrate their expertise and news value to a core set of readers, further eroding traditional media’s role as a primary filter of information. Well-established journalists may cringe at this notion, but the trend is self-evident, and indicates that people want information that corresponds to their unique interests in a customized and real-time manner. Journalists can no longer focus solely on “scooping” a story, but now they also have to offer perspective and try to remain relevant. With relevancy comes value, and with value comes customers.
How PR professionals need to adapt
The new world of local news will significantly change the role of PR professionals and the value that they provide regional media outlets. It will no longer be acceptable to only provide press releases and media advisories to producers, editors and reporters — now, PR professionals will also have to help solicit comments and support from stakeholders. This can be initiated in several different ways, including offering clients as expert bloggers to comment on a recent local news article or tweeting about a recently posted story.
The days of “spraying and praying” — sending out press releases everywhere in hopes that one will be picked up — are gone. PR professionals will be considered as valuable resources by local news outlets only if they help increase a news site’s level of interactivity.
As such, corporate communicators will need to possess a thorough understanding of how to leverage social media and search engine tools to monitor, respond and — most important — facilitate the free flow of communications and exchange ideas with news organizations and audiences. Such avenues are where relevant and valued conversations will occur. And trust me — that’s a good thing for journalists and PR professionals.
Barbara Bry is executive editor and publisher of the San Diego News Network (www.sdnn.com) and has nearly three decades of journalism and entrepreneur experience. E-mail: barbara.bry@sdnn.com.
Comments
Robert Pingatore says:
Ivy Lee's "2-way street" has merged with the Superhighway. However, in the face of this rising crop of citizen journalists, one must be concerned with the lack of accountability and journalistic integrity.
Marketing Sociologist says:
When was news ever proprietary? As a journalist, I had almost all my stories stolen - almost word for word. When I worked on a Phoenix weekly, every major news media ran with my story the moment the paper came out - and I never saw a dime. I was the first reporter to cover Desert Ridge Marketplace. No one said "in a story by Richard Kelleher, M.B.A." Same with David Bowie's stage debut in "Elephant Man" for Billboard magazine - news wires carried it without paying me! marketingsociologist.blogspot.com
Matt says:
I wouldn't exactly put bloggers on the same level as journalists. They are not nearly as precise in their "reporting" nor as detailed and questioning. And I'm not a reporter. I think the blogs can be considered in the equation of opinion making, but do not carry near the same weight. No fact checking, no reputation to worry about in order to preserve accuracy, all one-sided, etc.
Gina Cuclis says:
Blogs are rarely objective. Many so called news blogs push a point of view. I like Huffington Post, the most read blog, but I don't read it with the same intent as I read my daily newspaper. Who will be the watchdog is my concern, as local newspapers continue to decline.
Kevin says:
I don't buy into the supposed blogger influence either. The Huffington Posts are the exception. Most "citizen journalists" just link to the mainstream media and throw in a half-baked opinion. At most, they rewrite the mainstream story from their own point of view. When bloggers do break news, the public will always be looking for the mainstream media to confirm it and put it in perspective. News consumers aren't dumb. They judge the credibility of the source.
Kevin Again says:
I think the bottom line is the bottom line. News organizations have to stop giving their product away. The recording industry had to put a stop to the wholesale theft of music. Now it's time for the news business to convince the public that its product isn't free either. (You get what you pay for with bloggers.) I can't help but think that a viable model has already been invented. Aggregators like Google and Yahoo could run something along the lines of an iTunes or Paypal account. Again, the recording industry has already done it and the TV/movie industry is figuring it out now. News will have to do it to survive.
Post a Comment
Editor’s Note: Please limit your comments to the specific post. We reserve the right to omit any response that is not related to the article or that may be considered objectionable.