Jump in. The water’s fine.
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You may need to adjust to the idea of your newsroom playing an increasingly important role in your PR strategy; however, you’ll soon discover how refreshing this new paradigm is.
Margaret Thatcher once said, "Don't follow the crowd; let the crowd follow you." No matter what you think of her politics, her advice is correct. You practise this in your organisation every day, but do you have the same approach to media engagement?
The elephant in the room
The biggest brands in the world have some of the best websites. They do an adequate job of engaging with customers and investors; however, they do a poor job defending their flanks. One brief look at many top brands, government and non-profit media centres, and the problem becomes obvious; they have little to say.
Adapt or perish.
Digital Storytelling Collective
The media sector is dealing with an existential crisis. While your new online newsroom may not be the cure, it can be a game changer for your organisation’s media profile.
For the love of public relations
You're making the role of your PR and crisis management teams harder than it needs to be. You're leaning too hard on personal relationships and the occasional press release to maintain and manage your profile in the media. If you took the same approach to the media as you do to your customers and investors, your PR and crisis management teams would have a much greater chance of success.
Media coverage in a changing media landscape
Journalists work harder than ever before. They must create more content across more channels, with fewer resources and less time than ever. Your new Lookatmedia™ centre is designed with this new media environment in mind. Your new Lookatmedia™ centre is both the vehicle to tell the stories you want to be heard and an essential 2/7/365-day resource centre for journalist and media representatives.
Protect your flanks
The media will write stories that capture the attention of the public. Your goal is to have more positive stories about your brand or organisation in the public sphere written from credible sources. Your new Lookatmedia™ centre is the bridge between what you and journalists want to achieve. The common ground where you provide the content that drives the 'good' stories, the stories that help build and protect your reputation…and protect your flanks. Staying off the radar is not a choice you can make. You either play an active role in your profile or surrender to others who may not have the same motivation. Your Lookatmedia™ centre is the fastest and most cost-effective way to take control.
Hybrid or remote.
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Few journalists are anchored to their newsroom desks. Many now work remotely or with a hybrid model, providing more ways to use online research to discover new story ideas. Your newsroom can be part of that discovery journey.
Hybrid or remote.
Getty Images/iStockphoto
Few journalists are anchored to their newsroom desks. Many now work remotely or with a hybrid model, providing more ways to use online research to discover new story ideas. Your newsroom can be part of that discovery journey.
