Emergence of “New” Media Moves PR Agencies in New Directions: Competitive Pressure Threatens Agencies’ Livelihood

By Croft, A C

Once upon a time there were only a comparatively few major media that conscientious public relations practitioners could use to reach their target audiences with any certainty: magazines, newspapers, radio and television. The professionals who staffed these media were often referred to as “gate keepers” because they pretty much controlled whether a PR practitioner’s offering was “newsworthy” enough to interest their audience/s and therefore had earned the right to appear in public. In return for giving up this control, PR practitioners gladly settled for being able to espouse the strength and purity of “third party credibility.” There were certain other benefits when your story appeared in a newspaper or magazine or on a radio or TV newscast. For the most part, the “gate keepers” were trained professionals and their judgment as to what was “newsworthy” could usually be respected. The public didn’t have to search for “news;” they could depend on their daily newspaper plopping on their front porch at a specific time; on a monthly magazine appearing in their mailbox or on the newsstand on a specific day; on being able to tune in radio news programs on the hour and half hour; and on being able to watch their favorite local or national TV anchor/s at a specific time every night. Despite the more recent advent of 24/7 news cycles, this “timeliness” tended to create built-in audiences that could be measured with some degree of accuracy. Although there were some variances, you could pretty much depend on the same number of people reading their newspaper, listening to radio or watching TV at the same time every day.

Public relations agencies have earned a good living based on being able to reach these controlled audiences in a way and with a volume level that pleased their clients and earned them profitable hourly rates.

The Emergence of “New/Emerging” Media

The arrival of a plethora of new or “emerging” media in the past few years has posed an entire array of new agency challenges. The growth and popularity of consumer/user-generated news and information has lessened to some degree the power of “third party credibility.” As print and electronic media management cut staffs and reduced the size of the “news hole” to burnish profits, the strength and credibility of the “gate keepers” have weakened.

What exactly does a new or emerging media look like? Think “blog.” At least 14 – undoubtedly more – types of “media” probably qualify as “new” or “emerging” (not in any particular order): corporate blogs; grass roots blogs; RSS feeds; podcasts; client wikis; collaboration wikis; Technorati tags; social media (including Facebook, Myspace and YouTube;) webcasts; video blogs and virais (All of which may incorporate “emoticons/smileys” to help clarify digital communications.). This list isn’t meant to be all- inclusive, but you get the idea. I’ve probably missed some media that should be included, or perhaps included some that don’t really qualify.

The Difference Between Traditional and New Media

There are some pretty striking differences between traditional and “new” media: Many of the “citizen journalists” manning various “new” media can hardly claim the same experience, objectivity and credibility as a traditional print or electronic journalist. So their output often tends to lack objectivity and “third party credibility.” Instead of waiting patiently for the scheduled evening/ morning newscast or print run, the public has developed a crushing need to access news and information practically before it exists, and so there is a growing dash – particularly in the younger age brackets so precious to clients – to find out what’s new or breathtaking as quickly as possible via the thousands/millions of blogs, podcasts, social network sites and other “new” media that mushroom exponentially on a daily basis.

In addition, it has become disturbingly clear that the growing popularity of new media – particularly at the client level (see below) – and its ability to address specific target audiences has the potential to impact negatively on PR agencies’ ability to continue to earn a good living – and must be reckoned with. Especially if an agency is still running largely in tandem with traditional media to meet client business and communications needs and has not developed awareness of or the skills necessary to cope with new media challenges. Witness the following:

A well-respected, mid-size, Southeastern U.S. agency recently came in second in a new business shootout because the client was impressed with the strength of the winning firm’s new “emerging media” division. Agency principals should view this example of a client’s preference as the tip of an iceberg that is growing rather than shrinking in typical iceberg fashion and which could loom up in the middle of the night and sink their ship.

To help agencies meet these new “new media” challenges, I asked the presidents of four mid-size U.S. agencies – who regularly factor new/emerging media into their client plans and programs – to outline some of the things every agency principal should know about new media but may be too timid to ask. Herewith:

The Evolution of the Press Release

“In today’s networked world, the definition of a news release has expanded. The press release is no longer exclusively a media relations tool; now, with the Internet’s search capabilities, consider it a directto-consumer online page of Web content.

“The news release changed forever in September 2002, with the launch of Google News. From then on, all major public relations wire services – BusinessWire, PR Newswire, Market Wire, et al – became searchable online. Yahoo! News and AOL News soon launched their own news search portals. Today, each has more site traffic than the New York Times’ website.

“This sea change for news releases (and the PR industry) means that consumers now access releases simultaneously with journalists. This has important implications for news release content, style and format.

“Integrating multimedia assets, anchor text, hyperlinks and social media tags can enhance a release’s intrinsic value and make it a portal to other information on the topic. A news release, as a page of web content, is now competing with a forum filled with news and multimedia elements including video and images. Even if you don’t have photography or film, embedding a company logo is better than nothing.

“Press releases are no longer one-dimensional. Rather, they initiate a dialogue between an organization and its audience and engage an entire online community in an integrated conversation. Creative use of online content, from graphics to PDFs, logos, pre- approved executive quotes, and creative formatting can keep the conversation going longer and with more intensity. Adding hyperlinks in press releases to help viewers find interesting, related content on specific pages within your client’s Web site is another way to provide the ‘bread crumbs’ that guide a journalist (or a consumer) to the content or specific action desired on a Website.

“Search engine optimization (SEO), an activity previously reserved primarily for websites, may be the most important (and easiest to incorporate) technique for the ‘new’ news release. Without SEO, a release will be buried – and anything lower than top ten on a Google News search, is buried.

“News search engines search by algorithms that are based on that old-school/J-school standard the inverted pyramid. Thus, from a search perspective, headlines are the most important areas of content, followed closely by the lead and second paragraphs. Descriptive headlines are a must, and if you can work important keywords into the head, all the better. A great place to determine appropriate keywords is Google Trends (www.google.com/ trends), where you can enter specific keywords to discover how often they are being searched online. Find them, and include these in your headline and first two paragraphs.

“Finally, public relations pros today have to consider consumer generated social media and the myriad ‘Web 2.0′ tools and technologies that are expanding the opportunities for online public relations. At the top of that list are blogs. The most direct path to bloggers is via RSS feeds – ‘real simple syndication.’

“How should public relations pros approach blogs? First of all, by respecting the medium’s noncommercial conventions. In many ways, pitching a blog is just like Grafting a tailored pitch to a top tier print media outlet. Consider the blog’s audience and how your client or product can benefit that community. Work it into a trend angle. Don’t expect to see your news release posted on the blog, but do expect a spike in Web traffic if your pitch succeeds in sparking a blog mention or dialogue.

“The pace of change in new media is ever accelerating, and the ability to identify and leverage your agency’s knowledge resources is paramount. The major wire services all have experts ready to share the latest tips on SEO, RSS, Technorati tags and (fill in the next new thing here). Seek their help, guidance and recommendations. After all, shiny new bells & whistles for what used to be plain- Jane news releases represent revenue opportunities for us as the distributors of Optimized’ news releases. And get ready for the next new thing. Change is what we can count on – embrace it!” (Lydia Graham, president, Graham Associates, San Francisco, CA) Getting Up To Speed With The Changing PR Landscape

“Whether you’re a technophile or a technophobe, you’d probably agree that technology continues to transform the public relations industry: how we communicate; how the media does its job; what the very definition of the media is.

“However, many of our peers are in veritable denial and in need of a new media makeover. Are you one of them? Signs and symptoms include:

* “You find yourself unable to engage in intelligible – much less intelligent – conversation when the discussion turns to blogs, podcasts, RSS, social media, Web 2.0 (or whatever all the buzz is about this week).

* “You don’t know how to use IM (instant messaging), have no idea what ‘LOL’ means and are certainly not skilled in the art of communicating by emoticons.

* “You use your cell phone only for talking.

“The time for excuses is over. ‘Not my thing’ doesn’t cut it. It’s time to pull your head out of the digital sandbox and embrace your inner tech self. The success of your firm and your career depends on it.

“Here are three simple steps to getting up to speed with the changing PR landscape:

Step 1: Learn the lay of the land.

“The younger people in your organization are your lifeline to what’s happening on the front lines. Spend time with them, ask them to walk you through the hottest websites, to send you links to some of the more influential blogs, to set you up with IM, to teach you to use text messaging. While you’re at it, learn the lingo – it’s actually easier than a foreign language (No verbs to conjugate!). Most of your younger colleagues will get a kick out of showing you the way. And they’ll respect you more for keeping up.

Step 2: Take the plunge.

“Visit a blog a day. When a new website suddenly becomes the hottest thing (Think YouTube, MySpace or second Life.), go visit it right away. Navigate it or even try registering and using the site. Listen to podcasts. Subscribe to RSS feeds. Follow developments in technology, media and communications. Don’t be surprised when you suddenly become the life of the new media party. The jaws of your technophobic friends and colleagues will drop in awe at your transformation.

Step 3: Use it or lose it.

“Today’s market is increasingly competitive. Whether or not you’re incorporating new tools and tapping technologies in your public relations programs, you can bet your competitors are. Think of ways to begin using the new tools at your disposal. Monitor the so-called blogosphere for conversations about your company and your clients. Post video from your latest event to YouTube. Incorporate a text messaging component into your next community relations program.

“You may never become an expert in new media and technology but at least you can keep pace – because if you don’t, your competitors and your clients might just leave you in the digital dust.” (GG Johnston, president, COO, fohnston Wells, Denver, CO)

Here’s What I’ve Learned So Far

“From podcasts to blogs, text messages to vlogs, the communications world continues to advance beyond traditional media. Our clients know these channels exist; our job is to sort out the critical, the useful and the one-day wonders, and then match the appropriate tools to each element of the communications strategy.

Here’s what I’ve learned so far:

“These are tools, like any other. They need to be integrated into your overall communications plan, not added on like shiny ornaments on a Christmas tree.

“Search engine optimization should be embraced for your firm’s Web position as well as your clients’. There are companies that specialize in helping to ensure that your site moves up Organically’ when people search for key words. Key word techniques also can be applied to individual press releases, for example, to further their Internet exposure.

“Build measurement into the budget whenever possible. You can learn whether people are really engaging with a Website or flocking to it in an initial flurry of activity, only to leave just as quickly.

“Your youngest employees are already early adapters. They’re using these tools in their everyday lives. Let them lead the way in exploring the many ways you can use emerging media to achieve client objectives.

“Social networking sites seem like a natural fit for social issue campaigns, but it’s not a given. It’s important to manage client expectations. We present these communication tools as value-driven assets to strengthen an existing audience base and generate new support in a cost effective manner, not as a magic bullet.

“We used emerging media for the “Donate Life Illinois” campaign, an 18-month effort to register Illinois residents in the state’s new organ/tissue donor registry. The client is Gift of Hope Organ & Tissue Donor Network. In planning the campaign, we knew that we wanted to implement a strong web presence, given that the campaign is situated around online registrations and deals with a public issue. As part of the interactive component of our campaign strategy, we created a campaign blog and Donate Life Illinois MySpace page to: a) Spark initial interest about the issue among 18- 45 year olds; and b) Expand our social network by creating a centralized location for supporters to receive regular campaign updates and learn about how they can contribute to the campaign.

“We also used Facebook to facilitate conversation among student leaders from colleges and universities throughout Illinois who were participating in the college component of the campaign. We quickly realized that e-mail was not their tool of choice for communicating with the outside world. The official campaign website www.IAmAreYou.org serves as a focal point, while encouraging online involvement with quick links to our blog and MySpace pages. Measurement tools such as blog counters that assist with readership and tracking help our clients understand the relative value of these efforts.” (Carolyn Grisko, president, Carolyn Grisko & Associates, Chicago, IL)

Emerging Media Has Emerged

“‘Emerging media’ is no longer on the cutting edge. It’s here. Blogs, podcasts, vblogs, virais and the like have fully emerged and are actively engaged every day by PR and marketing pros all over the country. Every agency has (or should have) its own strategic approach to these media. At McClenahan Bruer, we deploy tactics across these areas every day, but rather than package them as a separate practice area, we integrate them into our daily approach to PR, advertising, and marketing communications. The key to successful implementation is simple; do your homework.

“Just as you would if a new magazine or other media outlet was launched, start by investigating the players, the target audience and the rules of engagement before you pitch a client’s story. In fact, we decided to use ourselves as a guinea pig. We launched a blog for the agency and ‘played’ with it for nearly a year before offering blog strategy and management programs to our clients. That allowed us to find and figure out the ‘gotchas’ on a more forgiving client (ourselves) than those that actually pay for services.

“We did the same thing with e-newsletters and podcasts, testing them for ourselves before offering those services to paying clients. In addition to avoiding beginner’s mistakes on the client’s dime, it allowed us to speak with integrity and authority when we told clients we knew how to effectively deploy such programs for them.

“One final thought: Seek out the input and advice of your interns and other young team members. For them, there is nothing new about these media. They are likely far more sophisticated about online platforms than senior team members, and will welcome the opportunity to share what they know. Their knowledge of the tactics and your strategic expertise could be a very powerful combination.” (Kerry McClenahan, president, McClenahan Breuer, Portland, OR)

The Other Side of the Coin

Coming at the topic from a different direction, Kelly Rossman- McKinney, CEO, The Rossman Group, Lansing, MI, notes: “Obviously, the availability of ‘new media’ puts more tools in our arsenal, but they’re only good if they work. Just because they’re the new shiny thing doesn’t mean they work. We need to ask some basic questions such as: Who’s the client? Who are their target audiences? Could one of our new media tools reach those audiences effectively?”

Commenting that some of the “shine” may already be wearing off “new media,” PR Week editor Julia Hood asked recently in an editorial, “Is it possible that we all engage in overkill in promoting the impact and influence of user-generated (new) media at the expense of other marketing platforms? Far too much of the buzz relates to the opportunities of consumer content in isolation, rather than part of a complex and multifaceted program. This is both over-simplifying the ‘new media’ strategy and disproportionately diminishing others.”

Orly Keren, marketing manager for professional network Linked- In, also quoted in PR Week, said,”… with any of those new tools we’re seeing out there, I think a lot of it is still ‘to be determined.’”

Finding Your Way Into The New Media Abyss

Here’s a summary of the recommendations from the panel of agency presidents to help you overcome “veritable denial” about the value and use of new media:

* Move immediately to develop emerging/new media strategic approaches and tactical skills for your agency to ensure you continue to meet client needs and don’t end up eating your competitors’ digital dust;

* Your youngest staff members are probably the closest and best resources for guidance into the new media abyss;

* Integrate new media tools into your overall communication recommendations; don’t add them on “…like shiny ornaments on a Christmas tree;”

* Learn to use search engine optimization;

* Learn to measure the impact of new media tools and build measurement into your budgets; * Avoid beginner’s mistakes on the client’s dime; learn the ropes by using your own agency as a test kitchen; and

* Manage client expectations.

…the public has developed a crushing need to access news and information practically before it exists…

…consumers now access releases simultaneously with journalists.

“Whether you’re a technophile or a technophobe…

“…learn the lingo – it’s actually easier than a foreign language.”

“…investigating, the target audience and the rules of engagement…”

…help you overcome “veritable denial”…

A.C. (Al) Croft is a management consultant specializing in training, analysis, evaluation and critical and conceptual thinking for public relations firms.

Croft has more than 25 years experience in national public relations firms.

He is a broadly published author, and in addition to writing many articles, he is a contributing editor of Public Relations Quarterly.

The second edition of his book, “Managing a PR Firm for Growth and Profit,” was published by Haworth Press in 2006.

Croft was awarded two Silver Anvils by the Public Relations Society of America. He is a graduate of Michigan State University.

Copyright Public Relations Quarterly 2008

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