The Changing Media Landscape

9.2.2011  

JYU, The Business of Media in the Future

Tiinu Wuolio, Medita Communication 8.2.2011

Who is talking

»  PR consultant, co-owner and ceo of Medita

•  an independent consultancy since 1997, located in Jyväskylä and Helsinki, turnover 900 000 euro in 2010, 13 employees in 2011

»  Clients: industrial and tech companies

»  Expert service providers

»  A member of MTL Finland and Worldcom Public Relations Group

»  Ex-journalist, ex-chair of the council of the Union of Journalists in Finland (1995-98)

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Medita – who we are

»  Background in science journalism

»  Specialised on contents and communication solutions for technology and industrial companies and expert service providers

»  Core competence in strategic interest group communication, including planning and consulting

•  internal communication •  media relations services •  contents and publications •  web solutions and social media services

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The Old Media’s Decline

»  Quickly changing media consumption habits challenging the business model and journalism as a profession

»  The traditional press growing in the developing countries where social media takes a role as a catalyst in radical changes – #Egypt

»  In the western world the use of online media, social networking, blogging, and video growing

»  Some experts say this will not happen as fast in Finland – more than 40 % of Finns (age 16–74) in the Internet

»  Some expect iPads and tablets to save the old media, others say they will accelerate the development

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The Use of Social Media in Finland

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The Use of Social Media in Finland

Willing to Pay for Copies?

»  However, commercial pressure and tech changes are leading to copy-pasted contents in various channels (Pekka Pekkala)

»  http://www.hs.fi/juttusarja/pekkala/artikkeli/Ilmaiset+uutiset+pelastavat+journalismin/1135254397882 (in Finnish)

»  Who will pay for the copies

»  Original content growing more and more important

»  Emerging grey area between PR and journalism, new forms of sponsored contents, like Starbucks (quality content for free at the café) or Kaiser Health News and Intel’s Free Press http://newsroom.intel.com/community/intel_newsroom/free_press/

»  The future of quality content?

http://blogit.hs.fi/piilaakso/2010/10/28/vapaata-journalismia-intelista/

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The New Role of PR

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Rob Flaherty @Ketchum

h.p://blog.prfirms.org/2010/11/our-­‐path-­‐to-­‐unique-­‐value/  

And the Winner is… PR?

According to Rob Flaherty, PR has the ability to

»  offer a peripheral vision across multiple stakeholders (consumers, influencers, employees, investors, regulators)

»  create content that is well received by the audience, and to engage and deliver at a hyper-local level

»  understand targets and identify insights that move markets

»  produce creative content that captures imaginations and flies across increasingly free distribution channels

»  offer analytics that prove ROI

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… or Journalism Reborn?

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Who Will Deserve Your Trust?

What will Change and How Fast?

»  The importance of the old media has not vanished yet

»  Media relations with print journalists expected to decrease but they increased 2007–2010 (European Communicator Monitor 2010)

»  Interdependence emerges between traditional media, PR and social media and this keeps on changing all parties in the field of communication

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Who will provide the most capturing content

and the most reliable source of information?

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Being a pro in the field of communication

Recognize the interest groups and produce meaningful contents

to them