The evolution of traditional media
Melanie Nicholson
Founder and Principal of MLC & Co. Strategic consultant in public relations, brand storytelling, content marketing and communications. Voiceover artist.
The evolution of traditional media
The information age is pretty spectacular. With a tap and a couple of swipes on an iPhone, we can find the answers to pretty much any question you can think. Media has crossed boundaries and is now not only on the radio and television, but literally at our fingertips.
The question whether traditional media outlets still play a role in society is constantly up for debate. With the speed and reach of bloggers and Wikipedia, do newspaper journalists and television reporters still have an impact in our fast-paced society?
Absolutely.
Traditional meets Twitter
Hundreds of thousands of people still switch the radio dial at the top-of-the-hour to catch the headlines on the drive to work, and thousands of others tune in for regular television newscasts at the end of a workday.
That’s the norm. But it’s what happens between 9 am and 5 pm that has shifted exponentially. Radio stations are taking photos. Newspapers have videographers. And everyone has Twitter.
Traditional media outlets have turned Twitter into a public wire services, posting breaking news and key headlines through the day. Macleans Magazine has more than 390,000 followers on the social media channel and has developed an engaging platform with additional digital content to keep readers engaged both online and in their hard-copy magazine.
With this evolution of media, how do you work with traditional outlets to effectively share your story in the digital age?
- Deadlines. There’s no such thing as waiting for the 5 pm news cast to get a story out to the public. Social media allows outlets to start sharing information immediately with “full details” promised during the evening newscast. Be quick, but be accurate with the facts you provide.
- Visuals. It’s not just television outlets that need images anymore. Radio stations now have websites and social profiles where they are sharing photos, video clips and more. Have photos and video clips available for outlets who can’t get to your location, but don’t be offended if a journalist insists on taking their own shots for the story. That’s good journalism and should be encouraged!
- Know your audience. None of us like to be spammed with endless newsletters and stories that aren’t interesting or relevant to us. That goes for media outlets as well on social media. Random tweeting to media outlets isn’t the best option. Use social media to find the right journalist for your story, but then also reach out through email or the phone.
- Stay connected. If you’re not already following all of your local media outlets on social media, you should be! Learn what type of stories they are sharing on social and read what their followers are saying. Traditional media is no longer a one-sided presentation of the news — it’s a two-way conversation that companies should be listening to. It also keeps you on top of current events that may be relevant to your company.
- Just ask. Journalists, reporters, anchors — they are human. Just as you want to share a story, they want to tell a story. So chat with them! Find out what type of stories they are interested in and develop a relationship with them. They may have a specific way they want to be contacted or certain pieces of information they always need before taking the next steps. There’s no harm in asking.
There remains a significant opportunity to engage with traditional media outlets and have an impact in the digital world at the same time.
Cheers,
Melanie Lynn
www.melanielynncommunications.com