By Gerard Braud –-
As the media changes, your media relations strategy must change with it. We covered these changes and strategies in detail at the International Association of Business Communicators (IABC) conference in San Francisco during my Monday morning workshop, #IABC15 The Changing Media Landscape.
For those of you who attended the workshop, this blog will be part of the continuing education program you were promised. For those who missed the workshop, this will help you learn what the group learned. For those of you who would like a similar workshop for your chapter or professional association, please contact me at firstname.lastname@example.org.
Before the teach-back segment, here are links to the two additional free training modules I offered to everyone:
Resource #1: 29-Day Media Training Online Program
- Follow this link
- Enter coupon code BRAUD
- Click APPLY
- When you see this $199 program ring up as $00.00, enter your e-mail address
- Hit submit order.
Resource #2: 23-Day Video Tutorial for Smartphone News Videos
The changes in the media landscape include:
1) Reduced staffs, i.e. fewer reporters, photographers and journalists to tell your story.
Not too long ago a typical network news crew had five people. A typical local television or print crew had a reporter and photographer. Today, newspapers and television stations alike expect a single person to be both the reporter and photographer.
2) The “Caught on Video” craze.
With fewer employees to gather the news, the media depend upon videos submitted by eyewitnesses. The media save a lot of money by not having to chase the news and by letting the news come to them. However, verifying authenticity and facts is a problem. The old rule of, “consider the source,” seems to have gone out the window.
Statistics provided by IQ Media show that in the past three years, there has been a monumental jump in the number of times the phrase “caught on video” is said on television broadcasts.
3) Substituting Trending for News
Virtually every television news cast and every media website feature a segment about what is trending. This means that television airtime and web space are being filled with fluff provided by social media, rather than news gathered by professionals.
Statistics provided by IQ Media show that in the past three years, there has been a monumental jump in the number of times the phrase “trending” is said on television broadcasts.
4) Judgment Day is Everyday
The media have also substituted real news with social media comments from people who judge other people. A perfect example is the condemnation after the U.S. Navy rescued a family from their sinking sailboat on April 6, 2014. The parents had a small child on board and social media lit up with mean comments, which made up a huge part of the news coverage.
5) Pretend In-Depth Coverage
CNN looked foolish with their all-in attempt to cover the Malaysia 370 plane disappearance. Non-stop coverage of a single issue means fewer employees are needed than if your network covered a variety of issues affecting the lives of viewers.
6) Fake Breaking News
Combined with the pretend in-depth coverage is fake breaking news. The television media have a need to put up a banner across the screen each time they learn one new detail, regardless of how silly it is.
Among the many crazy things that CNN called “breaking news” in the Malaysia 370 story, is first breaking the news that the final words from the crew were, “Alright, good night.” The next day it was “breaking news” that the final words were, “Good night Malaysia three seven zero.”
Really CNN? In my time as a journalist we would have called that an error and a correction.
Statistics provided by IQ Media show that in the past three years, there has been a monumental jump in the number of times the phrase “breaking news” is said on television broadcasts.
Solutions to Media Changes
Among the many solutions we discussed, is the need to recognize that in the future, the media will expect you to provide video from any crisis experienced by your company, as well as a narrative. They will expect you to do a selfie style video directly from the scene.
Such videos are hard to do and require training and practice. While the interactive portion of our workshop taught some of the basic skills, the online 23-part tutorial will teach you even more.