The evolving media landscape: 7 things PR pros need to know

It’s amazing where you can find information that shapes and changes the way you look at the world. Today I came across great information presented by LinkedIn, but I didn’t find it on LinkedIn.  Thankfully LinkedIn, which I don’t check daily, sent the valuable information to my email, which I do check daily. Michael Sebastian revealed to me the “7 things PR pros should know about the shifting media landscape.”

According to Sebastian several changes in old and new media outlets led to at least seven things for the PR industry. For me these changes would apply to the category of sports since that is my focus, but this is useful for anyone in the world of PR.

Reporters in Yellowstone Park (1951)

1)   Text isn’t enough anymore.

DUH! When you are talking about an organization or a person you want to see a photo or video. The majority of people want to see who is the source of the situation, especially in sports. When you do have text though you need to be sure it is clear, concise, and compelling.

2)   Just because it’s old doesn’t mean it stopped working.

Pitching stories has not changed! The old rules still apply. We still write and report based on the original ideas of newspapers. Newspapers are not extinct so don’t treat them differently. We often need old media outlets to advance our new ones.

3)   Buy the new Apple technology.

Everything is created within the world of Apple so you should know that technology. If you don’t have experience with apple products I suggest you start learning how to use the iPhone/iPad!

4)   Find the best way to get through to the reporter.

Reporters prefer email. If you want your information to get out you need to accommodate the reporter. There are very few reporters left, so if you want to publish your client’s story go above and beyond to help out the reporter. Don’t pitch using social media.

5)   Use social media platforms to get to know them.

Get to know the reporter better so you have a chance to appeal to what they would want to share. Knowing what the reporter writes about can benefit your client. And if all your stalking plans fail, suck up! Just kidding…kind of.

6)   Make the reporter’s job easy.

You want to create a relationship with a reporter and keep it! With so few reporters left you need to give the reporter lots of details if you actually want a good story to be written. Be available for them, they are working double time to keep their field alive and evolve with the new media instruments.

7)   Present your client.

Journalists and reporters like to talk to the person dealing with the situation. Talking to Tom Brady on his thoughts about the upcoming Super Bowl is better than talking to his agent who probably hasn’t experienced the pressure and the thrill of being an NFL quarterback.


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