PUBLIC RELATIONS: A Media Revolution?

A recent PRWeek article explored the realities facing the newspaper industry as it struggles to reach the 18- to 34-year-old demographic. This isn’t a new topic, because a large number of media outlets have seen their profitability fade and are working very hard to connect with this group for the first time. This demographic is mission critical for the continuation of credible news outlets.

One of the key markers noted is the AP decision to shut down its youth-focused multimedia news service “asap.” This has probably served as a reality check for the industry as a whole. If one of the strongest and most respected news outlets in the world is struggling with this demo - who won’t?

Potentially putting another nail in its coffin is the matter that journalism students (the industry’s future) aren’t reading newspapers themselves. Judy Miller, assistant journo prof at USC’s Annenberg School of Communications, says better than 50 percent of her journo-major students don’t read the newspaper regularly “unless we require it of them,” which she says they do.

So, how will the media reach a group of people who are not going to subscribe to newspapers or watch the six o’clock evening news? Well, that’s not really my question to answer, but it creates a great opportunity for a revolution in the news media and smaller news outlets. Competition is good and the strong (and smart) will succeed.

It’s an exciting and interesting time for PR practitioners as well. We have to push ourselves every day to figure out how to propel our clients’ brands and communicate important messages most effectively today and tomorrow. The best of us will adapt and evolve as we always have.

In short, the future is focused (media, PR and business) and maybe even hyper-focused. Companies will need to figure out what they do best and makes them different and do everything they can to be the best. The media will need to do the same. Mavericks succeed every day. If businesses don’t focus, they’re going to lose a lot of money trying to be everything to everybody. Look how much McDonald’s spends versus IN-N-OUT BURGER. When this occurs, PR and messaging will be more focused as well. Truthfully, this should be happening today.

To stay ahead of the curve at NOISE, we're always thinking like journalists to develop great, newsworthy and relevant stories (we are storytellers) to share with our friends in the media, while infusing strategic branding philosophy and positioning. We’re all standing at an exciting point and I, for one, can’t wait to see what comes next.

Thanks for reading!

SOURCE: NOISE, PRWeek
BY: Al Krueger, Director of PR