Idea Hall Blog A Slimmed-Down Media Raises the Bar for PR

10/19/09
From the looks of things, traditional media appears to be on a crash diet.

On October 13, Bloomberg L.P. acquired Business Week, and in the process outlasted the likes of Dow Jones and Time, Inc.  A week earlier, Conde Nast announced that it would close four magazines, including Gourmet, Modern Bride, Elegant Bride and Cookie, after having previously shuttered Domino and Conde Nast Portfolio.

Such is the story in the fiercely competitive world of modern publishing. Advertising and readership continue to face challenging times, online and social media continue to grow in prominence, and consolidation is required to survive.

As a result, corporate communications strategies will have to adapt to meet the challenges of a changing media landscape.

Some believe that that a more competitive media market is a positive development for communicators. After all, fewer influential publications will make it easier for businesses to get their message across in a meaningful and efficient way.

True, however, the bar for quality has been raised substantially. With staffs stretched thin and column inches in shorter supply, reporters want stories that are both newsworthy and compelling. This means that a PR strategy must be just that… strategic. If the objective is weak or the message unclear, a story pitch will never make it to print.

The same holds for media relationships. While there are fewer key reporters to know, working with them requires an intimate knowledge of their deadlines, their areas of interest, and what they need to do their job.

Challenges in the economy require everyone to trim the fat and step up their game. Has your PR strategy risen to the occasion or does it need a workout?