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.
#PRSAMDC - Media Relations in a Disintermediated World
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. 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
11. 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”
13. Six emerging media trends
1. Online-only news organizations
Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
14. Six emerging media trends
2. Emerging (but small) revenue streams
Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
15. 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”
16. Six emerging media trends
4. Digital storytelling
Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
17. Six emerging media trends
5. Television joint operating agreements
Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
18. Six emerging media trends
6. Demographics
Pew Research Center, Project for Excellence in Journalism, “State of the News Media 2014”
19. 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
20. 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
22. ‘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.’
23.
24. Consumers are:
Side-stepping institutions (like the news media)
Making – not just consuming
Taking back their time (on-demand viewing)
gamechangers.wolffolins.com/
25. 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
26. 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
27. 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?
32. 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
33. 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)
39. Content curation vs. creation?
Become an
information
resource
Establish credibility,
expertise and trust
Encourage sharing
40.
41. 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)
46. 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
47. 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
48. The new media ecosystem
Think like a media
organization
Amplify via social
Think more broadly
about “news”
Republish media
coverage
Gather and curate