A Columbia Journalism Review article by former New York Times reporter John Sullivan and titled True Enough, the second age of PR, talks about how public relations has become the dominant source of information for the media:
Some experts have argued that in the digital age, new forms of reporting will eventually fill the void left by traditional newsrooms. But few would argue that such a point has arrived, or is close to arriving.
“There is the overwhelming sense that the void that is created by the collapse of traditional journalism is not being filled by new media, but by public relations,” said John Nichols, a Nation correspondent and McChesney’s co-author.
Nichols said reporters usually make some calls and check facts. But the ability of government or private public relations to generate stories grows as reporters have less time to seek out stories on their own. That gives outside groups more power to set the agenda.
A previous post on this blog touched on this same topic.
For reporters, this should be a big concern. Although, at many newspapers, this doesn’t appear to be an issue. More press releases means less work for a reporter and less expense for a publisher.
For businesses, this should be a happy wake-up call.
It’s the best of times for a business to be producing press releases. Newspapers and web sites want them, need them and use them. This is the best way for a business to help enhance its public image and to promote its message. Public relations through press releases is easier, cheaper and more effective than advertising.
A published press release gives a company the all-important “media blessing”. When the “Daily News” writes a positive story about a company, using information gleaned from its press release, that story becomes a priceless media endorsement that will influence public perception.
But a newspaper won’t automatically use a press release just because it was sent to them. In fact, most releases are not used. A good release must contain timely and newsworthy information. Plus, it must include quality photography. Pictures always get noticed, text doesn’t.
Flip through any newspaper or magazine. What gets your attention, the text or the pictures?
Quality, original photography must be custom-created for each business because cheap, stock pictures defeat the purpose and are a waste of money.
The best type of commercial or corporate photographer to produce pictures for a press release is a photographer who has direct media experience, a photographer who knows what newspapers want and need, a photographer with a journalism background.
The media talk about many companies, products and business owners every single day. Why aren’t they talking about your business?
