There is an excellent piece about media relations and the Web 2.0 world on socialmediatoday.com. In it, writer Sally Falkow speaks about the changing world of journalism and how we, as communicators, need to change how we pitch media.
Things are changing drastically. The Washington Post has Newsweek up for sale. Who would have thought we’d see that happen?
There is a blurring of lines between print and broadcast. Print reporters now provide content for their website and often that means video. Broadcast reporters also have to provide content for their website and that can mean written articles to accompany video.
As communicators, it is our role to provide journalists with information in whatever medium they need – quotes, information on your senior executive, video (we used to call it “b-roll” and now it’s just video), stats and facts, etc. And they need to find it ASAP. A good newsroom on a website has this information and it is updated regularly.
Falkow’s article is worth a read. It’s also worth reviewing your website. Does it deliver what journalists need?