Oct 1 2012
By Veronica Hunt
It’s not news that newsrooms across the country are increasingly challenged to bring the same level of quality reporting with reduced staff and lower budgets. After spending a few days with journalists from across the country at the Society of Professional Journalists’ Annual Conference and listening to their challenges, it’s apparent that this pressure will likely get worse. Reporters, editors and producers are forced to take on more roles and responsibilities as media outlets take drastic steps to stay solvent. Take the Times-Picayune, for example, which has cut its print publication days to three days a week down from seven.
As PR practitioners, we worry about juggling increasing client demands for traditional media coverage and shrinking media real estate. Fear not; here’s how PR can help fill the gaps, form stronger relationships with media and, potentially, capture more coverage for clients.
Make your story multi-platform
All too often our clients ask us to capture media coverage for a new or existing product or service, a new study, a cause, corporate initiative, new leadership, etc. While these stories sometimes have the legs to stand on their own and capture coverage, oftentimes they do not. With our PR hat on, we begin to think of newsworthy angles and trends. We can piggyback on to help capture media interest and subsequent coverage, which is where our PR needs intersect with current newsroom demands. In a land where newsrooms are increasingly challenged to generate print, broadcast and digital stories, PR can help by pitching multi-platform stories, making them translatable to print, TV, radio, and online, including social media and mobile.
As a PR practitioner we’re often charged with capturing coverage for our clients’ stories. Journalists are looking for great stories to tell. Pitching a story that can be told on multiple platforms is attractive, especially when it meets media needs. It’s a win-win for media and for our clients.
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Category: Digital Marketing
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