PR in 2010: Moving forward after the blood letting

Last year was unforgiving for many in the media, as outlined in a just released analysis by the Vocus Media Research Team - “2010 State of the Media: An Analysis of the Changing Media Landscape.”

The report states that in 2009 about 293 newspapers and about 1,126 print and online magazines folded. In addition, more than 10,000 jobs were lost in the broadcast and radio media industries.

As a former journalist, my heart sank far too many times to mention last year with each phone call or news release disclosing another layoff, shut down or cut-back.

The strong survive
But over the last few months, as I’ve stayed connected with my cronies and met new contacts, it’s clear the strong can survive. These media professionals are reinventing and redefining their careers as freelance Web writers and editors, and establishing new online research sources to assist pared down staffs. Print journalists are learning to report on camera for the Web and on-camera reporters are doing more writing for the Web. These media pros continue to remain valuable contacts for PR professionals and together we are digging deep to stay ahead of this constantly morphing industry.

As we build media relations for 2010 based on solid, strategic marketing plans, the Vocus report reminds us we need to invest additional energy to get the attention of media contacts who are being asked to do more with less. Here are just a few tips provided in the report:

• Send high quality, smartly crafted angles to targeted reporters — not the general news desk.
• Consider providing several other platforms like photo, video and audio to enhance your pitch — make the story come to life.
• Since most television news stations are broadcasting in HD, provide a high quality B-roll already edited to professional standards.
• Incorporate social media tools to enhance the pitch like a tweet for Twitter, Facebook and mobile media to assist the editor or producer.
• Considering creating your own blog to capture the attention of media.
• Don’t forget the basics — keep pitches relevant and timely with an eye on deadlines.

Staying steps ahead
We know it is our responsibility to stay several steps ahead of the next big thing in order to reach marketing and PR goals. Crucial to our success is finding ways to assist our contact writers, publishers, editors and producers as they navigate new territory and re-establish themselves in this ever-changing media landscape.