A new model of media engagement

This isn’t your parents’ media landscape. Greg Doonan talks us through the changes Social Media has brought to the PR world

This isn’t your parents’ media landscape. Greg Doonan talks us through the changes Social Media has brought to the PR world

In days gone by, print publications ruled the media, powered by full-time reporters and editors. Freelance contributor? Uncommon outside of occasional op-eds. Influencer? If you used that term in conversation, you’d receive a confused look and a shrug. Social media? Not even a glimmer of an idea.

In 2017 the media still has a hugely important role to play, but notably within PR, the delivery has changed. Sadly, seeing alerts revealing that yet another technology publication has reassigned or let staff go entirely has become routine.

A shrinking editorial staff has become the norm as editors take on more responsibilities, but they can’t do it all. As PR professionals, we’re left navigating a new era of influencers, contributed content and social engagement.

What’s an agency to do?

At Text100, we work hard to keep pace with the times. We’ve created dedicated teams that specialize in developing relationships with influencers, and others who are social media whizzes. We closely track freelance reporters who write for different outlets; and corporate leaders who show their thought leadership in blogs and publications. Many of these influencers have become regulars at conferences and industry events because they offer a third-party point of view about the strategies brands have adopted.

While “traditional” media relations has an important role in telling a brand’s story, this new landscape allows us to reach key audiences in new places and project the brand’s voice in different ways. Just as with reporters, we build relationships with influencers; we advise clients on their social reach and the overall influence they offer, as well as who they write for. Finding more ways to impact the movers and shakers our clients want to reach keeps us on our toes.

Adapting to change is never easy, especially if you’re not prepared. Today’s media landscape may seem daunting, but with the right strategy and an open dialogue, agencies can help their clients find success.

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