MSL Conversations

Jenifer Slaw, Vice President, Media

Breaking news: Beyonce gives birth to pop culture bundle of joy, Blue Ivy Carter. Within minutes of her birth, the baby was trending on Twitter and an instant sensation in the social media space. By the time the news hit mainstream media, it was no longer news.

The media landscape is changing rapidly. To quote Ferris Bueller: “If you don’t stop and look around once in awhile, you could miss it”. Social and digital media has completely transformed the way consumers receive and gather information. In the past, consumers had to rely on their daily newspaper or evening news broadcast to get the news. In 2012, with a click of a mouse, consumers are emerged in an abundance of media platforms with immediate access to a wealth of information. By the time you sit down to watch your evening news show, most likely you’ve already seen and heard what’s happened.

Blurring Editorial Lines

So what does this mean for public relations and our clients? In order to keep up with the new media evolution, companies need to alter their business and marketing models to reflect the hearty information appetite of today’s consumer. A saturated media marketplace means consumption habits are changing as consumers are flooded with choices. Media also recognize this reality and are trying to come to grips with the fact the lines of high-quality journalism are blurring. News programming in the past would frown upon any brand or product mentions. However, in today’s environment it’s almost impossible to avoid it and some organizations have modified their editorial standards and practices to allow for more brand integration – but for a price.

Defining News in the Digital Age

In order for media relations programs to succeed, there needs to be a deeper understanding of what is “news” in the era of information overload. Celebrities continue to be a fundamental strategic vehicle for delivering key messaging not only in traditional media, but in the social media space as well. For example, a tweet from Kim Kardashian congratulating Beyonce and Jay-Z on the birth of their child could end up in the New York Post or on Access Hollywood. Hard news is now entertaining and entertainment news is now considered more mainstream.

Media Fragmentation and Influence

Targets that were once top-tier may no longer have the same cache or influence that they used to. A smaller site, for example, could end up being a strategic priority target if it can influence other outlets. So while in the past, companies may have wanted to “break” an exclusive with Wall Street Journal, PR agencies are now counseling towards securing an article with Mashable or Huffington Post, knowing the news will “bubble up” to those traditional outlets and potentially impact more consumer as they share the information through social and digital platforms. As new media outlets continue to surge in influence, it is important to identify which are the niche or category media outlets that have the most influence for your brand.

Disappearing Resources and the Search for Content

It is also important to understand that as new media expands, newsrooms are shrinking. There are fewer beat reporters who know your company inside and out. These specialized journalists have been replaced by generalists who often need further education on your company or a specific issue. Also, fewer resources in the newsroom translate into a loosening of restrictions about what assets/materials can be used for print or for air. For instance, in the past, handout video and by-lined articles from a company or PR agency could not be used by news organizations. Now, many outlets accept pre-packaged content because internal resources are becoming increasingly scarce.

The Multi-media Experience Model

It is crucial to adapt to the ever changing multi-media paradigm in order to be heard. A news release is simply not enough anymore if it’s not accompanied by compelling animation, photos and videos (just to name a few). One of the reasons iPad is such a success it that it offers a more compelling, immersive experience – better than a hard copy magazine. The rise of the iPad is also helping media companies. For example, outlets such as Wired and the Conde Nast network are pushing online subscriptions to drive revenue. If there is an example to follow on how to maintain brand recognition and achieve marketing genius, Apple is it. This company has not only paved the way for technological advancement, but has established itself as a communications icon and trend setter. Apple has a story to tell and no matter how we end up hearing their message, we’re all certainly listening.

And as for Blue Ivy Carter? Sorry Beyonce. We’re no longer paying attention as that was so three days ago…

Jenifer Slaw is a Vice President of Media Relations in MSL New York’s Personal Care practice, overseeing media strategy and efforts for Procter & Gamble’s Oral Care and Digestive Wellness brands including Crest, Oral-B, Glide, Scope, Pepto-Bismol, Metamucil and Prilosec OTC. Jenifer has provided communications strategy and media counsel for a number of healthcare, personal care and consumer companies including AstraZeneca, GlaxoSmithKline, Pfizer, Martek Biosciences, Trane, Petco and Hasbro. Prior to her career in PR, Jenifer worked for local and national television and radio as both on-air talent and as a producer at stations including CNBC, WNBC-TV and NY1 News. Jenifer can be reached at jenifer.slaw@mslgroup.com