Public Relations: PR in the Digital Age
Public relations activities have gone through numerous paradigm shifts over the last ten years, and now they’re in the process of changing again. Public relations agencies have always been a conduit to members of the press, and this role is continually increasing in responsibility as the digital age evolves.
The web has dramatically changed how the press reports the news. The numbers of online media outlets as well as blogs have increased substantially over the last five years. Blogs have become a major source of news for niche audiences. This is also true for most of the online media outlets. For the most part, there is no cost to subscribe to blogs as well as these digital media. Currently, the New York Times and Dallas Morning News are trying to charge their subscribers by keeping online content behind a pay wall, but the jury is still out on how successful this model will be.
Since most media outlets are providing news with no subscription fees, they have been forced to reduce their editorial staffs. Editorial staffs at traditional media outlets have shrunk drastically due to reduced advertising. As a result, all media outlets are more dependent on public relations agencies to provide them with news content that is ready-to-go since they don’t have the time to investigate and write stories on their own. Those agencies that understand this change can get more coverage for their clients. Press releases have become the main vehicle for garnering online press coverage.
Today, press releases are the key to digital news coverage. The content should be hard-hitting, factual and brief (500 words or less). The expectation is media outlets should be able to run the entire release (as is) with no editing or additional time required from a reporter. Virtually all news stories will be short, to-the-point and full of links that point to related online content. Feature stories will become a rare “golden ticket” in the digital age.
Online audiences don’t have the time to read a 2,500-word article. They want their news in small, condensed bites. In addition, more and more readers are using their smartphones or wireless devices to access online news sources. In fact, many subscribers have the media outlets push the news to their mobile devices through unique applications. Most mobile device screens are the size of a business card, so a short news story that conforms to the physical size of the screen is ideal.
Consequently, traditional broadcast media outlets are also seeing a change in the delivery of news to their viewers. Developing and distributing Digital News Releases is the best vehicle to generate press coverage in this space. The editorial assignment staffs have been reduced dramatically to a skeleton staff of reporters. It is now common to see multiple news stories using digital news releases in local 10 o’clock newscasts.
As a result, don’t expect as many one-on-one interviews with the press as in the past. Lengthy feature articles will become fewer and fewer. Short bursts of news stories will become the standard.
The digital age is upon us. Embrace the change and use it to your advantage.
M/C/C is a leading Public Relations Company based out of Dallas, TX. They also offer advertiisng, social media, and SEO services as well. To find out more information visit their website.
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