#PRSAMDC - Media Relations in a Disintermediated World


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Presentation to PRSA Midwest District Conference, June 19, 2014, in Springfield, Missouri. What role do public relations and media relations play in a world that is becoming increasing disintermediated? This presentation discusses opportunities to rethink our approaches to PR.

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  • #PRSAMDC - Media Relations in a Disintermediated World

    1. 1. Media Relations in a Disintermediated World Andrew Careaga (@andrewcareaga) Missouri University of Science and Technology PRSA Midwest District Conference | #prsamdc June 19, 2014 | Springfield, Missouri
    2. 2.  Director of Communications, Missouri University of Science and Technology (@MissouriSandT)  Journalism background  Blogger (Higher Ed Marketing – andrewcareaga.wordpress.com)  Twitter fanatic  Tweeting about: #highered #music #stlcards #branding
    3. 3. Supply-chain disintermediation
    4. 4. Supply-chain disintermediation
    5. 5. Remember these days?
    6. 6. Some recent examples…
    7. 7. What does this mean… … for the news media?
    8. 8. The media, disintermediated? ‘In 2012, a continued erosion of news reporting resources converged with growing opportunities for those in politics, government agencies, companies and others to take their messages directly to the public.’ Pew Research Center, Project for Excellence in Journalism “State of the News Media 2013”
    9. 9. To paraphrase the famous words of Pogo … THEY MEDIA
    10. 10. Six emerging media trends 1. Online-only news organizations Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
    11. 11. Six emerging media trends 2. Emerging (but small) revenue streams Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
    12. 12. Six emerging media trends 3. Social and mobile influence  39% of online news consumers use 2 or more devices to access news  20% say their smartphone is their primary news access point  Mobile is the “second digital revolution” Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014” Reuters Institute for the Study of Journalism, “Digital News Report 2014”
    13. 13. Six emerging media trends 4. Digital storytelling Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
    14. 14. Six emerging media trends 5. Television joint operating agreements Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
    15. 15. Six emerging media trends 6. Demographics Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
    16. 16. It was never about the media  The “mass” media were the quickest way to reach massive numbers of people supposed to be  The goal got lost somehow and it became about the media and the clips  We are finally coming back to the core purpose of outreach
    17. 17.  Marketing > advertising  PR > just mainstream audiences  You are what you publish  Authenticity, not spin  Participation, not propaganda  ‘The Internet has made public relations public again’ From The New Rules of Marketing & PR, David Meerman Scott The rules have changed
    18. 18. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    19. 19. ‘Although many traditional journalists and media outlets see these new kinds of platforms as competition, they should be seeing them as an opportunity, a potential new model that could not only support existing forms of journalism but broaden the pool of potential talent.’
    20. 20. Consumers are:  Side-stepping institutions (like the news media)  Making – not just consuming  Taking back their time (on-demand viewing) gamechangers.wolffolins.com/
    21. 21. Think like a media organization ‘From a brand point of view, what this means is rather than piggybacking on this really powerful brand with a huge built-in audience [i.e., television], we need to look for opportunities to engage by creating our own content. Thinking like a media company, not like an advertiser.’ David L. Rogers, author of The Network Is Your Customer
    22. 22. Thinking like a media organization  Clearly identify audiences and goals  Create, publish and repurpose stories  Create our own distribution channels (including the news media)  Leverage social media  Welcome Encourage participation and user-generated content  Curate and aggregate content
    23. 23. Identify audiences and goals Who is (are) the audience(s)?  Segment and prioritize  It’s OK if the news media is one What do you want to tell them?  Clear messages  Add value  Repeat, repeat, repeat How do you want them to respond? How will you measure success?
    24. 24. Create, publish and repurpose
    25. 25. Create, publish and repurpose
    26. 26. Create distribution channels
    27. 27. Create Use existing channels
    28. 28. Leverage social media  Involve your own networks …  50% share or repost news  46% discuss news issues or events via social media  … but reach beyond your corporate channels  Leverage influencers  Retweet or repost coverage
    29. 29. Social media sharing tips  Numbers matter  Bigger and louder works – to a point  Beware “link fatigue”  Sharing videos more effective on Facebook than Twitter  Click-through rates are higher on weekends  It isn’t all about us  Use combined relevance  Help your audience look cool Source: Dan Zarrella, “The Science of Social Media” (smsci.danzarrella.com)
    30. 30. Encourage participation Make content:  Easy to share  Relevant to your customers  An answer to WIIFM
    31. 31. Encourage participation Also:  Consider incentives or contests  Measure effectiveness
    32. 32. Curate and aggregate
    33. 33. Content curation vs. creation?  Become an information resource  Establish credibility, expertise and trust  Encourage sharing
    34. 34. Content curation tips  Identify your topic(s)  Follow the thought leaders  Draw from a variety of sources  Add your own commentary  Retitle your content  Quote short excerpts  Credit and link to your sources  Encourage sharing Via Hootsuite (blog.hootsuite.com/successful-content-curation)
    35. 35. But what does this all mean… for media relations?
    36. 36. What if PR gets disintermediated?
    37. 37. Adding value to the media  Share your organization’s expertise  Don’t waste reporters’ time  Rethink meaning of “media” in a new, interconnected media ecosystem
    38. 38. Rethinking ‘media’ ‘The conventional – journalistic – interpretation holds that a medium is a carrier of something. … To a biologist … a medium is a mixture of nutrients needed for cell growth. ‘It seems to me that this is a useful metaphor for thinking about human society; it portrays our social system as a living organism that depends on a media environment for the nutrients it needs to survive and develop.’ John Naughton, From Gutenberg to Zuckerberg: Disruptive Innovation in the Age of the Internet
    39. 39. The new media ecosystem  Think like a media organization  Amplify via social  Think more broadly about “news”  Republish media coverage  Gather and curate
    40. 40. Thanks! Andrew Careaga Twitter: @andrewcareaga View this presentation on slideshare.net/andrewcareaga
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