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News-Reports

Published on October 8, 2007

Author: Marigold

Source: authorstream.com

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Media Relations in a (brave) New World:  Media Relations in a (brave) New World Tracy Syler-Jones Assistant Vice Chancellor for Marketing and Communication t.syler-jones@tcu.edu Overview:  Overview Changing landscape New media tools/usage Impact Setting the stage:  Setting the stage “America is facing its greatest exodus of informed citizenship in its history.” Author David Mindich, Tuned Out: Why Americans Under 40 Don’t Follow the News Jaywalking “…. future news consumers and leaders of a complex, modern society, are abandoning the news as we’ve known it, and it’s increasingly clear that a great number of them will never return to daily newspapers and the national broadcast news programs.” Abandoning the News, Carnegie Report Media’s relationship with its public:  Media’s relationship with its public Biggest driver - technology Customized Participants Distrust of media/desire for transparency News apathy Generation@ “Today, technology is transforming citizens from passive consumers of news produced by professionals into active participants who can assemble their own journalism from disparate elements.” Abandoning the News, Carnegie Report Traditional vs. new media:  Traditional vs. new media Appointed news gathering times: Morning newspapers Evening/nightly newscasts Mass audience/fewer outlets News grazing -- 24/7: Cable Internet Cell phone Niche audience; many outlets “We used to wait for the news to come to us. Now news waits for us to come to it. We get news on cable and on the Internet any time, any place.” Jeff Jarvis, president of Advance.net and publisher of Buzzmachine.com 24/7 news:  24/7 news Enabled by technology, but driven by desire for: Immediacy When/where Control content What’s important to me (young skews away from news) No loyalty to particular media Active vs. passive Like-mindedness Blogs News sources:  News sources Cable demographics:  Cable demographics CNN Public 22 percent Democratic 28 percent Republican 19 percent FOX News Public 25 percent Democratic 21 percent Republican 35 percent Cohort replacement:  Cohort replacement 47% of 18 -22 year olds in ‘72 read paper; 19% in’02 74.4% of 33-37 age in ‘72 read paper; 35.1% in ‘02 read paper Static population: 46% 18 -32 year olds in ‘72 read paper; of that group, 40% still read paper in 2002 (48 - 52 years old now) News apathy:  News apathy Entertainment news Media owned by entertainment giants If it bleeds, it leads (captures viewers/listeners/readers) Too much coverage Escape from reality Age reality Demographics of online users*:  Demographics of online users* 18 - 29 84% 30 -49 83 % 50 -64 71 % 65+ 30 % Biggest online activity -- e-mail followed by news *General usage as of 10/05; Source: Pew Internet and American Life Project Distrust of media 1985 - 2002*:  Distrust of media 1985 - 2002* Mainstream media Highly professional Moral Cover-ups Facts correct Politically biased *Source: Project for Excellence in Journalism 1985 2002 72% 49% 54% 39% 13% 67% 55% 35% 45% 59% Loss of objectivity :  Loss of objectivity Media long considered objective third party Citizen opinion fills the void (blogs, etc.) Internal communication/direct communication moves to forefront New media tools: direct communication:  New media tools: direct communication Podcasts Audio file that uses RSS to “feed” content 15-minute window is typical University of Florida Blogging Web diary Mainstreamed by White House (Fishbowl) Really Simple Syndication (RSS) Online news butler (gathers assigned content) From push to pull concept TCU Blogs:  Blogs 70 mill; 2 mill. new/day Tulane University’s emergency response; real-time blogs for significant events (We Media) Employees own your brand Phantom Professor blog Stealth interviews (51%of monitor; 1% find them credible) Bloggers:  Bloggers Blog creators are more likely to be: Men: 57% are male Young: 48% are under age 30 Broadband users: 70% have broadband at home Internet veterans: 82% have been online for six years or more Relatively well off financially: 42% live in households earning over $50,000 Well educated: 39% have college or graduate degrees Readers: 27% of Internet users read blogs in 2004 Source: Pew Internet and American Life Project Other new tools:  Other new tools Wikis Open source Wikipedia is #2 reference site on Web Consumers own brand/message Social Web sites (Facebook) Journalists use these sites to write stories Consumers (students) own brand Vlogging/vodcasting (Rocketboom.com) “Old” media embracing changes:  “Old” media embracing changes Online news sites Micro news sites: Your Hub Denverpost.com St. Louis Today More segmented news (sections in local papers) Attempts at transparency News is a Conversation Youth-oriented publications The Daily Quick (Dallas Morning News) Citizen participation in mainstream media b:  b Creating new alliances:  Creating new alliances MobiTV: Sprint broadcasts news from MSNBC/NBC News to cell phones iPod and television shows Yahoo! Creating original content (Ben Stein) Media’s cohort replacement strategy:  Media’s cohort replacement strategy News with attitude/entertainment The Daily Show with Jon Stewart/late night comedians (half under age 30 view them as credible news sources*) The Daily Buzz Free tabs -- hip, fun, sexy The Naked News *Pew Foundation Creating new players:  Creating new players Consumer-generated media/citizen journalists Readers YourHub Employees http://www.phantomprof.blogspot.com Vloggers http://www.rocketboom.com Bloggers Oh My News Hybrid 38k “citizen reporters” The future of news?:  The future of news? How far will it go? www.albinoblacksheep/flash/epic Future journalists Universities teaching students new media techniques Blogging professors, etc. Strategies to maximize changes:  Strategies to maximize changes Determine: Mix of channels (mass communication dead) Which new players are important News can “bubble up” on Internet How to integrate new with old players How to “feed” the media How to remain visible in segmented media How to communicate changes in media to constituents Stay connected with changes in media industry Electronic Review Strategy:  Electronic Review Strategy Find new players/determine importance/monitor coverage (especially blogs) PubSub Memeorandum Technorati Daypop Review news Google Yahoo! Electronic Relationship Strategy:  Electronic Relationship Strategy Vocus Research new media Keep up with contacts Online newsrooms RSS feeds Breaking news experts ProfNet Access to journalists queries from around world Ability to post experts on ProfNet site Push experts to media electronically Brick and mortar media relationships:  Brick and mortar media relationships AP/Reuters reporters Content used by many top online/print media Local reporters Consider alliances among media Consider segmentation issues Consider free tabs Consider more newscasts Monitor electronic strategy; seize opportunities Visit with them! Stay current with industry changes!:  Stay current with industry changes! Media is a dynamic industry Resources http://www.iwantmedia.com/ http://www.poynter.org/ Media Post Publications PR Resources PR Week (Tactics) US Newswire NewsNotes Journalists Speak Out http://www.globalprweek.com/ Micro persuasion Consider strategy with constituents:  Consider strategy with constituents Manage expectations Shorter news cycle Educate about changes in media Mass media is dying Strategic communication Integrate tools (releases, RSS, podcasting, blogs) Strong internal communication program Impacts blogs Use direct communication:  Use direct communication Show them your news hits Especially important with your constituents who are 65+ Addresses “We’re never in the news” perceptions Virtual Newsroom Show them coverage http://www.northwestern.com RSS feeds Direct communication:  Direct communication Print Distribute press clippings (print and online) Use e-newsletters, audio broadcasts/re-broadcasts Promote upcoming coverage Use video/audio of campus events New media tools impacts internal communication:  New media tools impacts internal communication Impacts blogging Remember Phantom Professor blog Other students’ blogs Reinforce university messages Keep them current Target students, as well as faculty and staff Impacts work with experts:  Impacts work with experts Respect new deadlines Develop an electronic strategy for promoting experts Educate experts Younger reporters, different types of publications (=simple explanation) Impacts work with experts:  Impacts work with experts Consider: Media training is different Stealth interviews Cell phones and crises Make it easy for news media to find your experts Post research to news Web site Breaking news Audio/visual of experts Reaching out to young news format:  Reaching out to young news format Free tabs, Daily Buzz, etc. Research told on level audience can relate Reaches young alumni Retell in more sophisticated terms Use common sense Build relationships between experts and new media:  Build relationships between experts and new media Educate about changes in news industry Why news players are important Constituents’ news sources Mass communication is dead Introduce them to new media players Institution’s experts can train the media Build strong electronic experts room:  Build strong electronic experts room Push experts via service such as ProfNet Breaking news experts Robust faculty presence in online newsroom Hire professional photographer Spend time/money Keep current Finally, remember::  Finally, remember: Tumultuous times Brings opportunities Stay on top of changes Balance new and old relationships Educate your constituents and experts Resources:  Resources Project for Excellence in Journalism, State of the News Media, 2004 Abandoning the News Pew Internet & American Life Project Project for Excellence in Journalism, An Annual Report on American Journalism Carnegie Corporation of New York, Use of Sources for News Media: More Voices, Less Credibility: Trends 2005, by Pew Research Center

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