How Does Public Relations Fit into the New Media Reality?

Out with the old, in with the new

Looking back on nearly two decades of public relations work following a 30-year career as a news reporter provides an opportunity to reflect on how PR and the media interact in 2016. The new reality for the news media is there are now fewer people employed to do what, in many cases, is much more work.

After a series of buyouts of senior people, The Vancouver Sun and The Province announced earlier this year that they are merging their newsrooms. What does this mean for PR? Less competition and fewer people to cover news.

Television news that once was confined to slots at noon, supper hour and late newscasts is now delivered 24 hours a day in back to back ‘news wheel’ formats that stretch reporters, editors and videographers to new limits.

A new media frontier

The power of the internet continues to grow, with bloggers having as much or more impact than reporters for mainstream media.

So how does this impact the ability of companies, organizations and public relations professionals to get the message out in the media?

Simply put, the media landscape may have changed dramatically but there are more opportunities and channels than ever for publicity.

Everybody is talking about Donald Trump

Love him or hate him, Trump is a publicity machine. He is getting more media attention than anyone else on earth with radio, television, newspapers and social channels featuring what seems to be a play-by-play of Trump’s latest antics in the Republican presidential candidate race.

Getting noticed still makes or breaks reputations, makes the cash register ring and brings people to the door.

And so, getting your message out with ‘earned’ media – otherwise known as public relations – is still one of the best ways to become known. Although the number of reporters may be contracting, newspapers and television are still hungry for content. The number of social channels grows every day. Trade magazines also abound and every industry is supported by at least one that’s looking for stories.

Do-it-yourself

If you can’t get the media to tell your story through positive news coverage, do it yourself. Have videos produced and tell the story of your own company, your product or your services with words and pictures that matter to your brand. Then, feature it on your website.

Do something amazing and put it on the web via Youtube, Vimeo or Instagram. Send this to everyone you know. If your story goes viral, everyone will know what you want to get across and good things can happen.