In the digital age, should PRs still bother putting their spokespeople up for interviews with journalists from the traditional media?
As Lindsay has blogged previously, you don’t have to look too far to find statistics that confirm how the proliferation of new media is eroding the business model and audience share of more traditional rivals. And, it’s also not hard to see why many organisations use social media to bypass journalists, particularly if an issue is contentious or they simply want to put a message out directly to the public.
That said, here are four reasons why talking to traditional journalists on the record should still have a place in your communications strategy.
1. Third party credibility
With trust in corporations and politicians (and to be fair, some of the media) very low, the fact that a spokesperson is prepared to put themselves up for a two-way grilling shows a willingness (or appearance of willingness) to take questions publicly. This is enormously valuable for credibility, as it shows the exchange is not self generated corporate or sponsored puff masquerading as objective news. There’s a reason it’s called earned media..
Likewise, in a crisis, companies who put their CEO’s up for a mea culpa interview often do a much better job limiting damage to their brand, provided the CEO plays by the rules i.e. appears to be genuinely empathetic, follows the crisis messaging formula and doesn’t say anything stupid that will wreck the share price.
3. Audiences – bigger and more specialist
There may be more information outlets out there but many traditional journalists and news organisations also have big social media followings, meaning that if they tweet quotes or clips of their interview with your spokesperson, there’s an increased chance of it being shared and seen more widely. This is very helpful, not least because many organisations don’t have big or active enough digital communities to multiply a message effectively through their own social media channels. We also shouldn’t forget that we’re in a transition phase – many people, particularly older consumers or elite audiences still get their news and information predominantly through more traditional or niche outlets.
4. Profile building
An interesting recent analysis by the Reuters Institute for the Study of Journalism showed that the relationship between social and traditional media is complex and symbiotic. Stories frequently begin life on social media or sharing sites such as Reddit but it often takes the pick up and ‘coronation’ by traditional journalists for a story to really make it into the mainstream. Likewise, social media pundits with big digital followings get a huge visibility boost once they get noticed by what is often still perceived as the Premier League of traditional media. And of course, the great thing about the social media/media interplay is that it’s measurable in terms of click-throughs and numbers of impressions related to an article.
My guess is that traditional media relations (particularly radio and TV) will continue to play a substantial, if not quite as important role in most PR’s communications strategies for a while yet.
What’s your strategy as a PR? Is the traditional media still important for you or are you focusing more on digital?