media challenges today
DESCRIPTION
Lecture to journalism students at the University of Kansas about the media challenges today.TRANSCRIPT
04/10/2304/10/23
DEALING WITH A DEALING WITH A CHANGING MEDIA WORLDCHANGING MEDIA WORLD
John LandsbergJohn Landsberg
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BACKGROUND
Started at Lorain (OH) Journal as intern Joined Cleveland Plain Dealer as a
sportswriter Jumped to corporate side for more money
and normal hours Worked as director of media relations at
Sprint for 13 years. Formed Bottom Line Communications in
1996
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BOTTOM LINE COMMUNCATIONS Currently ranked 12th of Top 25 PR
firms in Kansas City Garner positive publicity for clients Do media training Crisis Communications
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My site bottomlinecom.com discusses local and national media.
I write a small business column/sports column
Radio/TV/newspaper interviews Host radio shows as needed
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FAMOUS FOLKS
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TOPICS FOR TODAY
• INCREDIBLE SHRINKING INCREDIBLE SHRINKING NEWSPAPERSNEWSPAPERS
• HOW DO YOU PITCH TO THE PRESS HOW DO YOU PITCH TO THE PRESS THESE DAYS?THESE DAYS?
• WHO ARE THE GATEKEEPERS?WHO ARE THE GATEKEEPERS?• MEDIA KITSMEDIA KITS
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THOUGHTS….THOUGHTS….
“ADVERTISING YOU PAY FOR, PUBLIC RELATIONS YOU PRAY FOR…”
“PUBLIC RELATIONS IS DOING GOOD AND GETTING CAUGHT AT IT…”
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• Gimme back that Filet-O-Fish.Gimme that fish! Gimme back that Filet-O-Fish. Gimme me that fish! What if it were you hanging up on this wall? If it were you in that sandwich, you wouldn't be laughing at all! So give me back that Filet-O-Fish, give me that fish!
•
http://www.youtube.com/watch?v=6bJOIqVAD-s&feature=player_embedded
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PUBLICITYPUBLICITY
WORTH 10-12 TIMES THAT OF ADVERTISING
REPRINTS TAKES TIME AND OFTEN DOESN’T
WORK ACCORDING TO SCHEDULE CHANGING MINDS CAN BE A SLOW
PROCESS PR BLUNDERS CAN LEAVE A LASTING
POOR IMAGE (EXXON VALDEZ 1989)
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KEY TO SUCCESS
“KNOW THY MEDIA!!!” RELATIONSHIPS ARE THE KEY TO
GENERATING POSITIVE PUBLICITY PITCHES MUST BE TARGETED. ONE SIZE DOES NOT FIT ALL
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NEWSPAPERS TODAY
NEWS HOLE SHRINKING KEY REPORTERS/COLUMNISTS BEING LET GO
WALL/VEIL BETWEEN ADVERTISING/ EDITORIAL
STAR READERSHIP DECLINING – (2008): 380,000/270,000 (2008); (2009):
340,000/235,000
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PITCHING A STORYPITCHING A STORY
KNOW WHO DOES YOUR TYPE OF KNOW WHO DOES YOUR TYPE OF STORYSTORY
HAVE A BACKGROUNDER AND NEWS HAVE A BACKGROUNDER AND NEWS RELEASERELEASE
PITCH ONLY LEGITIMATE NEWS ITEMSPITCH ONLY LEGITIMATE NEWS ITEMS
PESTER, PESTER, PESTER…PESTER, PESTER, PESTER…
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GATEKEEPERS
NOT ALWAYS OBVIOUS MIGHT BE AN EDITOR AT A
NEWSPAPER OR A REPORTER ASSIGNMENT EDITOR AT TV STATION,
BUT SOMETIMES ANCHORS PRODUCER AT RADIO STATION OR
ON-AIR TALENT
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MEDIA KITS
HAVE LITTLE VALUE IN TODAY’S ENVIRONMENT
HAVE ALL THAT INFORMATION ON A WEB SITE (UPDATE REGULARLY)
LINK TO WEB SITE ON ALL CORRESPONDENCE
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FUTUREFUTURE
NEWSPAPERS WILL NOT BE KEY TO NEWSPAPERS WILL NOT BE KEY TO PUBLICITYPUBLICITY
COORDINATED, INTEGRATED COORDINATED, INTEGRATED COMMUNICATIONS PLANSCOMMUNICATIONS PLANS
SOCIAL MEDIA WILL BE VITALLY SOCIAL MEDIA WILL BE VITALLY IMPORTANTIMPORTANT
RELATIONSHIPS WILL STILL BE THE RELATIONSHIPS WILL STILL BE THE KEY TO PUBLICITYKEY TO PUBLICITY