Richard Edelman blogs about some trends he's seeing with mainstream media's evolution/adoption of digital media. As always with Richard's stuff is good reading. At the end he writes what he feels this means for PR:
1) Reporters expect PR folks to send ready to use digitized content or to arrange for CEOs to make the time for a sit-down video interview. Pictures matter more than ever.2) Don't count on getting thrust of story amended so easily just because it is on-line--we have to work with reporters to get it right from the start
3) MSM on line reporters are ambivalent about bloggers as a news source. Don't count on the bloggers being the on-ramp to stories in MSM on line. Most of the MSM on line reporters are not bloggers and are operating in walled gardens.
4) Don't be disappointed with a placement in the MSM on line version and persuade your client that in fact you may get more traction with this approach as first choice.
Here in Florida we're a bit behind the times, but some of the local media is adapting. With that, the issues above are somewhat less relevant for the smaller organizations that only focus on local Florida media.
Visitor Comments
hey josh,
I had also read Edelman's post... and as they further discussed the topic on how it affected education. And Even though Alabama is right on up there with Florida on being "behind the times," it does seem likely that the changes are going to reach us.
So as I am learning how to do the traditional press releases in class right now, I have to admit that I wish someone would be telling me that it was all probably going to change in the future. Or at least tell me what some modern, more "with the times" reporters will be needing/expecting so that I can accomodate.
Thank goodness for blogs! If nothing else than to keep up with the times.
Posted by: Ashley Imsand | April 24, 2006 10:39 AM