Stay in the Relationship but Consider Taking a New Media Lover
As a former print journalist, I’m keeping a very close eye on what’s happening to the world of print journalism. It's bleak.The medium is collapsing in on itself, and no one seems to know what to do. Until recently, when something went awry with circulation, the brain trust in the newsroom would call for a redesign and spend big bucks on a consultant instead of actually improving the news product. Guess what, it’s too late for a redesign. But I haven’t given up hope.
I believe that the world needs good, experienced reporters who adhere to the fundamental principles of journalism. There are lots of people who wonder if the blogger-as-voyeur and the greedy stockholder will win the day - and stand by as print journalism sinks into the tar pit like an old mammoth. I worry but am keeping the faith. So, I’ll finally get to my point.
What does this mean for p.r. pros who have built good relationships with overworked journalists (the ones left after buyouts and layoffs) those who rely on the press release as the sole form of communication? It means that you nurture those important relationships with reporters – they’re hard won and valuable – but it’s time to consider adding the newest tools to your bag of tricks. It’s long past time to find out more about blogs, podcasts and optimizing your press materials. We p.r. folks are living in exciting times, indeed.
