media relations 2.0 paper

8/3/2019 Media Relations 2.0 Paper

http://slidepdf.com/reader/full/media-relations-20-paper 1/8

MediaRelations2.0

Researchpaper

DavidShipley

UniversityofNewBrunswick

CorporateCommunications,MBA6165

ProfessorJudyRoy

February14,2012



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Paul Argenti, in his work on corporate communications, defines media relations

as a specific role within the broader public relations function that focuses on developing

beneficial relationships between organizations and journalists or media organizations

(Argenti, 2010, p. 158).

Argenti states that the importance of media relations increased after the Second

World War as a result of the rapid adoption of new technologies such as television,

combined with the growth of mass media organizations (Argenti, 2010, p. 155). He also

notes a critical shift in the way business organizations were covered by news media in the

1970s (Argenti, 2010, p. 156). Argenti attributes this increase in interest in part to a

decline in trust in businesses in general, combined with a broader increase in societal

distrust as a result of political and business scandals such as Watergate and Love Canal,

which led to greater scrutiny of companies and organizations (Argenti, 2010, p. 156).

It is also possible that as a result of the rise of 24-hour cable news networks such

as CNN or Fox News Channel in the late 1980s and 1990s, there was an increased

interest in business as well as other areas as a result of the need to fill the airwaves with

fresh content. Ultimately what is important to note is that the rise of media relations as a

function is the result of both technological and societal changes.

Nearly 40 years after the rise of classic media relations, another potent

combination of technological and societal change in the form of the rise of social media

such as blogs and microblogging sites such as Twitter and massive social network sites

such as Facebook is taking place. As Kaplan and Haenlein note, social media use among

all Internet users increased from 56 percent in 2007 to 75 percent in 2008 (2010).



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The rise of these new social media platforms has the potential to further transform the

concept of media relations, along the way adding new constituents and influencers to the

traditional media relations professional and journalist relationship.

The changes to the media relations function within organizations are the result of

both direct and indirect consequences from the growth of the Internet and the rise of

social media. These changes are direct in that social media has empowered new actors -

citizen journalists and in some cases individual consumers - with an ability to reach and

influence large audiences that previously was only possible through professional media

organizations.

These changes are also indirect as the economic effects of the changing business

model for news organizations has prompted a significant media consolidation and

reductions in not only the number of news organizations but also the number of reporters

(Snell, 2010). This decline in the number of reporters has also lead to changes in the way

journalists perform their jobs, leading to the rise of more generalists and fewer specialist

or beat reporters.

As former-journalist-turned-public-relations-professional George Snell notes,

media remain an important constituency, however, there have been severe cuts to

newsrooms over the past few years as “…more than 14,000 journalists were laid off in

2009 and more than 1,800 have been cut loose in 2010” (Snell, 2010). Snell goes on to

note “…as a result, there are fewer journalists to pitch stories to and the journalists who

remain are overworked.” Snell argues that public relations professionals should establish

connections with reporters and media organizations using social media platforms such as

Twitter.



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The Internet and the rise of more powerful devices such as smartphones and

tablets continue to disrupt the business model of mass media, including print and

television. For only the second time since 1982, U.S. household television ownership

declined by one per cent in 2012 despite an increase in households (Hibberd, 2011).

“TV ownership among the key adult 18-49 demo also declined, and even steeper (down

2.7 percent — a downtrend that started to a slight degree in 2010 and then accelerated

this year). Plus, the percentage of homes without a TV is at the highest level since 1975

(3 percent, up from 1 percent the previous year)” (Hibberd, 2011).

Newspapers are also experiencing declining reach in much of the developed world, with

print circulation in North America down more than 11 percent between 2005 and 2009

(Standage, 2011).

While the influence of traditional media is on a downward trend, blogs and other

social media are increasing in prominence and audience reach, allowing former news

consumers to become news participants:

“For consumers, the internet has made the news a far more participatory and social

experience. Non-journalists are acting as sources for a growing number of news

organisations, either by volunteering information directly or by posting comments,

pictures or video that can be picked up and republished” (Standage, 2011).

Prominent bloggers, passionate about particular niche issues, are also becoming

increasingly influential. Florian Mueller, a sell-described “intellectual property activist-

turned-analyst” (Mueller, 2011), has gained traditional media attention and credibility for

his blog posts on the growing patent war surrounding smartphone technologies between

Apple Inc. and Google Inc.

“The German-born blogger's coverage of the "thermonuclear war" Steve Jobs promised

to unleash against Google's (GOOG) Android operating system are closely read by all

sides in the cross-continental disputes, and lately he's hardly had time to breathe, never

mind spellcheck” (Elmer-DeWitt, 2012).



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Mueller’s work is not only watched by the technology industry, but also by journalists

covering the industry, as is obvious given the post that Elmer-DeWitt wrote for

CNNMoney, which is a partnership between CNN, Fortune and Money (Elmer-DeWitt,

2012). Bloggers are influential in not only the business and technology space, but also in

politics and other areas as well. Prominent sites such as the Huffington Post, which relies

heavily on specialty and guest bloggers, were credited with influencing cable news

commentary coverage during the 2008 U.S. presidential election (Nisbett, 2010).

“If in the golden age of broadcast news, the networks would follow closely the agenda of

stories and frames appearing at the New York Times, in today’s world of ideologically-

focused cable commentary, blog sites were now driving the agenda and discussion”

(Nisbett, 2010).

Finally, in some cases, major news is communicated first not by professional media

organizations, but by individuals using social media, sometimes intentionally and other

times unintentionally. For example “[a] computer consultant in Pakistan unwittingly

described the raid on Osama bin Laden’s compound in a series of tweets” (Standage,

2011).

The ability of blogs, or prominent individuals who use micro-blogging services

such as Twitter to build up a dedicated audience base, to publish news or influence

journalists and media organizations creates a new layer in the relationship between PR

professionals and journalists.

In addition to focusing on finding out which journalists specialize in reporting on

a particular business or industry, media relations professionals must now also find out

what prominent blogs or social media influencers are also interested in a particular area

or topic. In some cases, this may mean that a specific media relations strategy may seek

to influence both journalists and social media sources. In other cases, it may mean



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companies focus on gaining social media attention first, with the hope this will generate

further coverage from larger media organizations. Finally, in some cases, depending on

the nature of the business or the particular topic, there may be more than enough value in

focusing only on influential blogs or social media personalities as the target audience for

the communication may be most effectively engaged using those platforms as opposed to

media organizations with a broader demographic profile.

In addition to strategies designed to influence traditional media as well as key

social media influencers such as targeted blogs or social media personalities,

organizations have the option of building their own media channels. Known as brand

journalism, this new opportunity entails “focuses on continually engaging audiences in

news stories, features, resources and images they find appealing” (Henderson, 2010).

Henderson argues that brand journalism “is actual journalism and is not even remotely

connected with PR or marketing” (Henderson, 2010).

Henderson argues that effective brand journalism websites share the following

common traits such as frequent updates, content written in a journalistic style, staff with a

professional news background or experience, news-style photos and downloadable, high-

quality video that news organizations can also use to repackage stories for their outlets

(Henderson, 2010). The traditional press release, Henderson states, is not welcome on a

brand journalism site. “Nothing kills the credibility and appeal of a brand journalism

news site quicker than a typical press release” (Henderson, 2010).

While Henderson argues that brand journalism is not connected to PR or

marketing, he does not state where this activity would be housed within an organization.

Arguably, while distinct from traditional media relations activities, it’s most logical home



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within an organization is with the corporate communications function. It is also likely

that a media relations team would be the likely home for brand journalism as this would

enable brand journalism to be used as part of media relations campaigns, plans and

strategies.

It’s clear the media relations function, which has grown in prominence since the

1970s, is faced with a new significant evolution as a result of technologies and societal

changes. The function itself remains more important than ever, given the reach and

impact that traditional media and social media combined can have with key audiences.

What is also clear is that it will likely take more resources for companies to effectively

leverage media, including traditional, social and their own media sources, as part of

corporate communications strategy in terms of promotional strategies, building

relationships with key journalists and other influencers and in reacting to negative media

or social media coverage.

Author’s note: This paper was completed on Feb. 14 and has been revised based on feedback from my professor. Further comments are welcome and can be sent via Twitter

to @davidshipley.



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References

Argenti,P.(2010).CorporateCommunications,5thedition,McGraw-Hill/Irwin,New

York,NY.

Elmer-DeWitt,P.(February,2012).ApplegoesafterMotorolaandGooglewithlegalgunsblazing.CNNMoney .RetrievedonFebruary12,2012,from:http://tech.fortune.cnn.com/2012/02/12/apple-goes-after-motorola-and-google-

with-legal-guns-blazing/

Henderson,D.(July,2010).EssentialElementsofBrandJournalism.

DavidHenderson.com.RetrievedonFebruary12,2012,from:http://www.

davidhenderson.com/2010/07/30/essential-elements-of-brand-journalism/

Hibberd,J.(November,2011).Nielsenreport:TVownershipdeclines.EW.com.

RetrievedFebruary11,2012from:http://insidetv.ew.com/2011/11/30/tv-

ownership-declines/Kaplan,A.M.&Haenlein,M.(January-February2010).Usersoftheworld,unite!The

challengesandopportunitiesofSocialMedia.BusinessHorizons.RetrievedonFeb.

22,2012from:http://www.michaelhaenlein.eu/Publications/Kaplan,

%20Andreas%20-%20Users%20of%20the%20world,%20unite.pdf

Mueller,F.(2011).FOSSPatents.RetrievedonFebruary12,2012,from:

http://fosspatents.blogspot.com/

Nisbett,M.C.(September,2010)ExplainingtheRiseofCableCommentaryandthe

DemiseofTVJournalism.BigThink .RetrievedonFebruary12,2012,from:http://bigthink.com/ideas/23867?page=all

Snell,G.F.(July,2010).Usingsocialmediaformediarelations.HighTalk.Retrieved

February11,2012,from:http://hightalk.net/2010/07/19/using-social-media-for-

media-relations/

Standage,T.(July,2011).Bulletinsfromthefuture.TheEconomist .Retrieved

February11,2012,from:http://www.economist.com/node/18904136

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