The Impact of Online Public Relations for Major Media Outlets
News is information about recent events. This can be provided by a number of media: newspaper, radio, television, fax, electronic media, or via the oral testimony of witnesses and anonymous sources to news events. Most news is often described as “hard news”, while much less important information and financial data are often termed as “soft news”. The most important type of news is hard news, which covers general life in the public interest, such as breaking news about natural disasters or political violence.
As newspapers and television stations become less capable of producing hard news, more of the information supplied to the public is provided by news agencies and wire services. Today, the major components of news are wire service, print media, and television or radio stations. These provide the bulk of the news stories, which are then turned around to be distributed throughout the world by wire services. A story that appears in a newspaper or television station should be reported as soon as possible to maximize its public impact. Many news organizations now rely on news agencies for their newsgathering.
In the United States, the major public news outlets are the four broadcast networks ( CBS, CNN, Fox News, and CNBC). All other news outlets are referred to as specialty channels. There are also several online news outlets. The Internet has dramatically altered the way that news is reported and shared.
Social media have increased the sharing of news stories both within the United States and around the world. News organizations have responded to the changing need for news by creating and distributing content through social media outlets such as Facebook, Twitter, and YouTube. In addition, news organizations have begun publishing blog posts and press releases online as well. These services have been used to disseminate information regarding breaking news, which provides a way for readers and consumers to get the latest updates before others around the world. This form of online news distribution is often used as a strategic marketing and PR tool. PR agencies often work closely with media outlets to create and maintain strong relationships with their client’s audience.
There are many ways to engage in news marketing. Major news outlets are finding that engaging in public relations online and off-site is more effective than using traditional marketing venues such as television, newspapers, and magazines. When planning a news campaign, media professionals must choose carefully what information to distribute and how to distribute it. There are now millions of blogs, social media sites, and news portals online that readers and subscribers can subscribe to. This wide distribution helps build strong relationships with key customers and influence their buying decisions.
Newsroom personnel must also be present at news events to provide live updates. Social media users have become much more savvy and distrustful of media outlets, much less likely to share or Retweet newsworthy information. PR professionals must address these issues head on to ensure that their news reports remain relevant and shareable. Readers and subscribers will be looking for up-to-date stories that they can trust. If a story is not interesting or has poor writing quality, few people will be interested in reading or forwarding it. A well-written and intriguing news article will likely generate interest and increase readership.