With newspapers evolving (apparently) into online presences, PR firms need to be mindful of the special requirements of online journalism. Key among them, notes Matt Cochran of Cookerly PR in Atlanta, is video. "In the last three months, I've had more reporters talk about the need for video than in all of 2011," he advises. "Even in the midst of downsizing and tight budgets, reporters are looking for ways to enrich the user experience."
Matt suggests three video-friendly "adjustments" PR or corporate communicators should make to the growing journalistic preference for videos.
1. Know what your video resources are (and, by implication, improve them if they're scant).
2. Offer video content in your initial pitch to reporters.
3. Consider learning about video content creation.
Matt expands on each recommendation, providing a timely tutorial on changing journalistic practices. "We purveyors of ideas," he writes, "will increasingly become producers of content as reporters confront more budget and time-constraints." Reporters increasingly are looking for more than story ideas, he notes.
If a newspaper isn't yet doing video on its website, maybe you can help introduce it to the future.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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