Tuesday, May 17, 2011

Lines Are Blurring In Media Coverage

Media editorial staffs are at least a third smaller than they were just five years ago, but the amount of news that they need to cover continues to grow. Today, journalists also contribute to blogs and websites. They need sources, experts and a bunch of story ideas. This creates a great opportunity for those charged with developing publicity and or positioning products for maximum exposure and public awareness. In fact a recent 2011 PwR Survey found that:
  • 88% want images with a news release
  • 35% want videos with a release
  • For the first time 31% asked for embed codes with visual material provided with a release.
Yet, despite the integration of traditional and new media, only 32 percent of companies surveyed are integrating their social content with their  websites newsrooms, leading a Pew Research report to indicate that while news search impacted the news industry most in the last decade, sharing news content will be the game-changer in the next decade. Today, only 11 percent of sites make it possible for visitors to share their news content. In today's changing news environment where journalists are turning to social media for story ideas, not making it possible for website visitors to share your company's news content on Facebook, Twitter, LinkedIn and many other social networks is a missed opportunity for Rainmakers.

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