Evolving With the Changing Media Landscape

The media landscape is changing as papers downsize and online interaction is on the rise. This affects the way PR practitioners achieve goals for their clients; but make no mistake, the objective of generating publicity and maintaining a positive public image remains constant. Social media is molding a business’ communications process and the ones that evolve with the media landscape will be the ones whose stories will be told. Social media influences two sides in a business’ external communications efforts.

The first involves media relations. Traditionally, a PR pro would send a press release and rely on established media relationships to generate press coverage for clients. With turnover and the downsizing of newspapers, along with the rise of interaction via social media, relationships don’t guarantee articles and communication must immediate. News is determined by real-time trending topics and condensed one-line pitches to grab attention in an extremely fast-paced environment. That’s not to say that traditional media relations are no more, but it is to say that PR pros must know how to effectively work with the media now more than ever. Luckily, journalists are accessible via Twitter or other networks and monitor news that businesses and PR pros post.

The other side of the story involves the blurring lines between journalist and reader. Journalists are no longer the only content creators; a business can tell its story to an unlimited audience through social networks and blogs. This not only creates exposure, but also drives Website traffic and sales when social media is used properly.

At Bolt, we created an acronym for best social networking practices: NEMI - Network, Engage, Manage/Monitor, and Inform. We advise small businesses how to utilize social media in tandem with traditional media relations to increase their exposure because of the results our agency and our clients have experienced.

Get to know our social media practices at http://twitter.com/boltbuzz108. How is the changing media landscape affecting you?