Trends Drive New Media Reality

Media competition, 24/7 reporting, and reporter turnover are part of today's journalism. Do you need to adjust your media strategy?

You just have to look at the results from the 2005 Emmy Awards to see cable's dominance of television. HBO was a juggernaut that took home many of the top prizes.

Cable's prominence extends as much to news as it does to entertainment. Couple that with the Internet and you have a one-two punch that has shaken traditional media (print, radio, and over-the-air networks) to their foundation.

Any media relations strategy should take into account the new reality created by cable and the Internet.

#1: Competition

The fragmented news market is placing a premium on competition -- especially during the four sweeps periods every year.

The aggressive reporting and quest for "scoop" can be as much a friend (promotion, good play) as foe (inaccuracies, lack of balance).

What this means to you:

• Cultivate reporters who get scoops but fight to make sure the story is balanced and accurate
• Maximize strong news stories by pitching to one key reporter rather than issuing a blanket news release
• Offer quick and increased access to executives and company opinion leaders
• Have a handy list of third-party sources who support your point of view on an issue

#2: 24/7 coverage

A story can break at any time, especially if it is related to a national issue (e.g. terrorism) that is at the forefront of people's minds. Local media have also increased their breaking story and live coverage of major stories.

What this means to you:

• Be prepared to be interviewed at any time - day or night - especially if your business lends itself to crises
• Have a tested process for alerting the right company executives when a crisis happens
• Prepare multiple spokespersons in case your primary spokesperson is unavailable or unreachable

#3: Smaller, less experienced staffs

Competition and the increase in the number of media outlets have led to greater turnover in the newsroom. The result: smaller, less experienced staffs chasing more stories under tighter deadlines.

What this means to you:

• Shorten the learning curve with informative fact sheets, diagrams, b-roll video, and photographs
• Do some advanced scouting to know the new reporters as they come into town
• Be patient when necessary