Journalists across all kinds of media are under pressure to produce more stories faster – and, wherever possible, stories that break news. European Digital Journalism survey.
They’ve had to adapt to even more channels, such as Twitter, as well as continuing to produce news and features for print, online, video and audio formats.
When preparing your story think about what the journalist might need. Help them save time and get the story up fast by:
- Having an analyst or third party organization on hand to back up your claims
- Reference blogs or customer forums that could substantiate the story
- Hone the release for the social media environment
- Include links to relevant websites, blogs and Twitter feeds
Professor Dr Ansgar Zerfass of the University of Leipzig has some advice for PR practitioners in his comment on the survey.
The crisis is turning the media landscape upside down. It’s time for a new mindset in PR – move from print to video, stimulate stakeholders to produce authentic content, help the media to survive as a trustworhty entity rather than striving for the quick win.
If there is one take away from this survey it’s that PR practitioners need to learn digital skills. Here’s some advice from Greg Jarboe, author of YouTube and Online Video Marketing in an hour a day.
