As Media Lines Blur, PR Opportunities Sharpen
Category: Blog - April 09, 2008
Several years ago when blogs began to hit the media scene more than ever before, it was common in the PR and media industries to discuss the role of "the journalist" and "the blogger." I recall heated discussions where industry professionals - including Web developers, PR counselors and journalists - debated whether a blogger could in fact be called a journalist. Each side stood their ground stating reasons of timeliness, credibility, reputation, ethics, objectivity and more.
Clearly, there was more black and white than the gray we see now.
It's been quite fascinating in just a few short years to see the lines between journalism and blogging fade away. Traditional journalists are less defending themselves and the stature that comes with traditional reporting and more often joining the ranks of the millions of bloggers and citizen journalists - whether for personal or professional reasons.
As media organizations stay competitive with - dare I say - alternative media, we're seeing more and more journalists turn bloggers as publishers encourage staffers to use the medium to attract, keep and engage readers from all walks of life. It's becoming a required reporter responsibility. The guard has come down and the definition of a journalist is blurrier than ever before.
The 2008 PR Week / PRNewswire Media Survey brings this state of transition to light further. In fact, when reporters were asked if they contribute to other mediums outside of their "official duty," 55.8 percent responded yes. And when asked what has affected their jobs the most over the past few years, 38.2 percent answered that they are expected to contribute more to their title's online version.
Those stats offer an upside to brands looking to tell a story in more than one channel. Dave Armon, COO of PR Newswire, explains the new opportunities:
"[The survey shows] that reporters [are] obviously writing a lot more for online, as well as for the traditional outlets. For a PR person, it [is] very encouraging; the possible hole [for reporters] to fill is much larger now. So story ideas that don't make it into the [print] publication have a home not only on the online site, but possibly also on the reporter's own blog. And that just makes for a much more vibrant 24-hour news environment for anyone in media relations."
Because of the fundamental changes in news reporting - thanks to a swiftly-moving Internet and adoption of new applications, as communicators we too have had to reinvent ourselves and our work much more often than in decades past.
Let's use the Target media policy shift as a local corporate example - it restructured its communications department earlier this year to increase the number of spokespeople available to the nontraditional media, including trade publications and blogs.
This move was more a reactive than proactive response to the changing media industry. Nonetheless, it reminds companies how close bloggers and journalists can be to one another in both their job responsibilities and their mutual ability to make a positive or negative impression on audiences. It's also a reminder for why companies should be focused on more than one media segment.
So while roles have increasingly merged and the MSM (mainstream media) vs. blog debate has tired, it's been exciting for agencies and companies alike that are offered increased opportunities to find the right channel - blog, newspaper or both - to share a good story.
Katharine (Kaboord) Mudra
Account Manager
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