Journalists are working harder, faster and longer to produce more content in both traditional media and the online environment of hits and clicks. But more doesn’t always mean better.
According to a recent study by Oriella PR Network, almost half of the journalists surveyed felt the quality of their work has improved, but are having greater difficulty balancing quality reporting with smaller budgets in the page view economy. The survey indicates 46 percent of journalists surveyed are expected to produce more content than in previous years, and 28 percent have less time to research stories.
Oriella PR Network, a worldwide alliance of 15 communications agencies, surveyed over 750 journalists in 15 countries during the first part of 2010 to see how digital media has changed the nature of newsgathering. The study concluded that journalists are gradually acclimatizing to the pressures of juggling the demands of web and print media.
With cutbacks in budgets, staff and resources; print, broadcast and digital media have turned to online newsrooms to obtain information and story ideas. The 2009 Journalist Survey on Media Relations Practices Executive Summary conducted by online public relations site Bulldog Reporter and TEKgroup International, concluded that “public relations practitioners should shift their energies to online newsrooms, blogs and social media,” and that “journalists’ usage of these technologies continue to increase.”
According to an article in Public Relations Society of America’s online Public Relations Tactics “Brand journalism creates another viable news outlet”, strong news, intelligent comments and storytelling visuals are the tools the professional communicator must call upon to ensure their brand’s PR is coordinated in both the digital and traditional media outlets.
An online newsroom-publishing original stories about industry issues, customer satisfaction, employee engagement and stakeholder involvement is like s like inviting someone into your house so they can see everything at a glance.
The online newsroom is the factory that runs your company’s content engine. It is the place to address brand issues, crisis management, marketing and communications all aligned to, and working in conjunction with, existing marketing, advertising, social and traditional media.
Professional journalists are best qualified to create corporate journalism content providing the authenticity and professionalism required; giving credibility to your brand. The talent pool of writers, photographers and video journalists qualified to cover your brand, is more available than ever due to the economic conditions.
More difficult is retraining existing PR practitioners to create story telling corporate journalism content. Many communicators have story-telling abilities, but re-channeling to a journalistic approach is not easy – traditional PR writing habits are often hard to break. Public relation professionals can, however, provide editorial direction by identifying specific journalists who can develop interesting and factual stories.
Companies using credible corporate journalism to develop a dynamic online newsroom staffed by professional journalists; develop a trust of their brand by readers, consumers and members of the media.
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