Five Ways to Ratchet-Up Traditional Media Relations
Print Media is Alive and Influential
According to the World Association of Newspapers (WAN), in 2006 "more than 515 million people bought a newspaper everyday, up from 488 million in 2002" and average readership was about 1.5 million per day. Despite the growing fear that online and digital media will soon replace print publications, newspapers and magazines remain the world’s largest advertising medium, with a 42 percent share, compared to 38 percent for television.
Although naysayers cite the decline of U.S. print circulation, the U.S. remains one of the strongest markets for print publications – consuming more than 52 million copies daily. Newspaper advertising revenues in the USA, by far the largest newspaper advertising market in the world, decreased by -1.68 percent in 2006 but increased by +5.69 percent over the last five years.
Traditional media rely on online sources
The rise of new media has affected traditional journalism, however. A recent survey conducted by Bulldog Reporter revealed that 24-hour online access to information has made a big difference in present-day journalistic practices. As more journalists incorporate online techniques into their process, PR professionals must rethink their media relations strategies.
Did you know?
- The U.S Census Bureau reported daily newspaper circulation at 53.3 million in 2005 and projected annual consumer spending on newspapers to be $50.17 per person (does not include Internet-related use of traditional media).
- The U.S Census Bureau also projected that magazines comprise 122 hours of consumer leisure time annually. Consumer spending on magazines is projected at $48.50 annually (does not include Internet-related use of traditional media).
- Although traditional media remains dominant, Internet advertising revenues continue to grow rapidly – up 24 percent in 2005, the highest growth in five years.
- Online newspaper consumption rose +8.71 percent in 2005, and +200 percent over the past five years.
- As of July 2007, 59.6 million people visited newspaper websites– an increase of nine percent over the past year (Newspaper Association of America).
New and traditional media approach stories differently
Journalists are not bloggers despite their utilization of online tools. Unlike bloggers, they are less interested in developing alliances. Journalists are also up against a deadline, are trained to commit to reporting, and are less likely to have a personal agenda. Still, there are many ways "new media" can enhance your traditional media outreach.
Five tactics to increase the success of your traditional media strategy:
- Beef up your company’s virtual pressroom – The number one complaint by journalists: PR professionals don’t give them the information they need to write a story. With 24-hour access to the web, journalists increasingly turn to online pressrooms for critical information about a company, including, but not limited to, key contact information and news worthy scoops.
- Research both the journalist and their beat – Sending mass press releases to anyone and everyone is all too easy with today’s online technology. Avoid the urge to "spam" journalists with irrelevant or erroneous releases – chances are they will just be deleted anyway. Instead, take the time to research journalists and their beats. It may take a little more work, but targeting those most likely to write about your story proves far more beneficial. Crafting individual messages adds a nice personal touch.
- Produce a quality story – Worry less about selling your product and more about demonstrating how it is beneficial to consumers.
- Enlist the help of "new media" – Journalists tend to frequent blogs and social networks to keep up with current news and events and find out which stories are hot. Start by reading and commenting on influential blogs, then work your way to becoming a key player in the blogosphere by creating your own. The goal is to become pro-active rather than reactive.
- Be prepared to share client lists – In today’s day and age, it is all about the contacts you make. Journalists are just as interested in making and keeping a network of reliable sources as you are. Sharing your client list with a journalist, if they request it, proves your willingness to be forthcoming with information. And if a journalist gets a lead from your clients, your company may just snag a mention in the story.
No matter the media or strategy, personal relationships go a long way. And once a journalist writes about your company, the relationship doesn’t end there. Be sure to check in often. You never know when you may need to call on them again.
How BurrellesLuce can help
Let BurrellesLuce be your source for media outreach, monitoring, and measurement. We cover more U.S. media than anyone else – monitoring over 50 million blogs and more than 50,000 web forums and online media, in addition to all of the traditional media. Media monitoring is where BurrellesLuce started, but today it is just one of the ways that we help you maximize the value of your media relations results.
- First, target your messages to those most likely to write about your efforts using the industry’s most comprehensive online media directory. Take advantage of free, unlimited e-mail distribution of all your news releases.
- Next, monitor your coverage from every form of media. We deliver exactly the news you want to see, complete with all photos and graphics.
- Then, gain insight through our automated and customized media measurement services.
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