Business/Communications Issues
Thought Leadership
Adjusting Local PR Programs to the Evolving Media Landscape
The traditional media landscape is changing. Social media, blogs, free newspapers and internet-only publications are replacing hard-copy publications in readership. Local publications, such as the Seattle Post-Intelligencer, are dealing with shrinking hard-copy sales, smaller staff and declining advertising revenues and have opted to “go digital.” In fact, the Pew Research Center recently released a study showing that for the first time more Americans get their news from the internet than from traditional newspapers. Given this shift, companies may want to adjust their public relations programs to increase their visibility with local audiences.
The local PR program
Local businesses often need local PR to develop name recognition and raise visibility in the local markets where they operate. Larger companies with local or regional offices, such as the national professional and financial services firms that BlissPR represents, also look to PR in multiple local markets as a method to differentiate themselves among competitors, develop thought leadership on issues and ensure that corporate brand messages are delivered to local audiences.
The Evolving Media
So what evolutionary developments should companies be aware of when working with the “new media” landscape in local markets?
- Daily newspapers quicken their publishing pace. To keep up with the pace of receiving “today’s news, yesterday,” daily newspapers are adding more national wire stories to serve their increasingly interconnected and worldly audience. To publish their articles more quickly, the newspapers are also creating web-only articles, reoccurring columns and blogs with their own website staff.
- Weekly business journals focus on case studies. Seizing the opportunity left available by the daily newspapers, local business journals are now focused on finding local business success stories in the turbulent economy, in lieu of prescriptive “how to” features.
- TV and radio goes “off-air.” Although most Americans still obtain most of their national and international news from television, both TV and radio are offering supplemental news on their websites. Many of the news that runs “on the air” often ends up in longer “off-air” segments on the website via podcasts, online videos and audio bites.
- Monthly business magazines get personal. Monthly business magazines are offering more personalized feature stories over traditional corporate news. The magazines operate in a longer printing schedule than their weekly business journal counterparts and thus feature prescriptive articles, anecdotes and opinion pieces.
Changing Media, Revised Approach
When creating, managing and executing a local public relations campaign, PR people should heed the following:
- DO use examples. More than ever, reporters value examples or case studies from the local market to help them finish a trend piece in a short timeframe. Pitch letters or bylined articles should emphasize a local unique business success story or example to garner reporters and editors’ attention.
- DON’T ignore blogs. Local reporters and freelancers are increasingly applying social interaction applications, such as blogs and Twitter, in their reporting and communications with sources. As local publications continue to trim their staff, former reporters often create their own independent business blogs based on their previous beats, expertise and dedicated readers. Blogs are also replacing traditional reporter columns on news websites.
- DO find reporters on Twitter. To find sources, examples and survey findings in a timely manner, reporters and editors are also leveraging Twitter. More reporters and media outlets are joining the “Twitterverse” every day. By joining Twitter and “following” reporters and the local media, you will be able to stay abreast of current news and trends, in real-time.
- DO have an opinion. Readers look to local successful business leaders for advice. Local business journals and business magazines offer spokespeople the opportunity to provide their opinion on a variety of issues, laced with prescriptive advice and examples. Take a position on a topic, as long as it fits with your corporate message.
- DON’T waste time on junior promotions. Local business journals and newspapers are interested in senior manager level and above promotions only. And don’t forget the headshot – remember, local media likes to put a face with the news.
- DO promote thought leadership after an event. When was the last time you saw an article covering a business event that was not a Federal Reserve meeting or a G 8 summit? Most reporters will not cover events, conferences, open houses or clinics in the local business community, as they have less time to travel outside of their office. However, the thought leadership, issues and trends derived from the event may be very useful to the media, especially as a follow-up from the event.
- DO comment on breaking news. Although time intensive, breaking news programs can be successful at a local level if the spokespeople can address different topics that are likely to arise in a very timely fashion. Breaking news also offers a great opportunity for the local spokesperson to get on broadcast media and in daily newspaper coverage as well. See related article.
Conclusion
Many say that the media is dying. The media is not dying, it is evolving. To help the media deliver “today’s news, yesterday,” companies looking to increase visibility must do the work required to make sure that the local angles are compelling, the examples sound, and the pitches tailored in order to best communicate their point-of-view—clearly and concisely.
-JP
