Communicators whiffing on media opportunities in the digital space

Apr 23, 2015
Communicators whiffing on media opportunities in the digital space

More and more, we are seeing the digital space as a place of opportunity.

It’s a shift not only for journalists, but for public relations professionals, as well. As an audience’s attention is increasingly focused on digital media, it’s integral that these opportunities are capitalized on.

Unfortunately, that opportunity is being missed.

A report by digital video communications firm D S Simon highlights that communicators are not making the most of significant chances to earn media with their content in the digital space. The 14th annual “Media Influencer Report” shows that 76% of producers and journalists affiliated with digital outlets of television and radio stations, newspapers, magazines, media sites and bloggers reported using outside produced video. Additionally, 74% will post a link to the entire video.

Doug Simon, D S Simon CEO, noted in the report that 46% of journalists accept brand integration. However, the campaigns that communicators highlight still rely on brand integration with low earned digital component. “While paid has a role, it can’t be at the expense of an earned digital effort,” says Simon. “With creative content, the necessary understanding of disclosure rules and a strong media relations effort, we’re seeing great opportunity to create and earn media with digital content.”

The upside is that opportunities to earn media in the digital space will continue to grow, with 60% of digital producers, journalists and bloggers using more video next year. More than one-third anticipate using much more. Those numbers include half on radio sites and 39% of those producing content on sites associated with television stations.

The report surveyed 300 journalists, including reporters and producers at television, radio, newspaper, magazine, web media and bloggers.

One of the other important topics amongst new and veteran communicators is pitching the media. Should you reach out over the phone, by email, or over social media? The report shows that only are the media open to being pitched over social networks, a majority have of them have covered stories pitched that way.

Of course, the relationship you have with the media is integral, as is how effective you are with your social communications. Otherwise, you’ve missed an opportunity. Facebook was where most of the media received their pitches (69%), with Twitter (59%) and LinkedIn (33%) following.

When it comes to story ideas, the media are looking at the top two social networks with Twitter (89%) edging Facebook (82%). While some may overlook LinkedIn, it isn’t by the media. According to the study, 45% rely on it for ideas and research.

The report also stresses that integrating newsworthy video content into your social media channels and distributing it there can increase the quantity and quality of the coverage you receive.

A copy of the D S Simon report is available here.

What are your thoughts about the report and its findings? Let me know in the comments.

Jason Mollica is the president of JRMComm, a public relations and social media marketing consultancy, located in a suburb of Buffalo, N.Y. He combines knowledge of the broadcast news industry, traditional public relations expertise, and today’s new and innovative social media tools to assist client in maximizing their full potential. Follow him on Twitter and check out his blog.
Modern telecommunication photo via Shutterstock

About the author

Prof. Lecturer @AU_SOC. Digital strategist, speaker, Branding Champion; proud husband, dad. @TempleUniv, @GradPurdue alum. Truth, Ethics, & Transparency.

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