PR AND THE MEDIA IMPLOSION
“If I was down to my last dollar, I’d spend it on public relations.”
— Bill Gates
Media Relations has evolved over the years, but it is still as important as it always was.
Let’s face facts — the mass media has changed, and those who haven’t adjusted their strategy and tactics to account for the shift will continue to spend good money after bad. While it may seem that the media has exploded, being delivered on TV, radio, print, online, smartphones, tablets and even the plasma screen at the gas pump or over the coffee station at the corner 7-11, the truth is that the media has imploded.
Layoffs, cost-cutting and early retirement programs have left the modern media with almost half the staffers it had a decade ago. What’s more, this smaller, younger and lesser paid media corps is now responsible for generating more content than ever before to fulfill the needs of all the new delivery mechanisms available to consumers. If you realize that these people are overworked, underpaid and have to produce more and more each day, then you will forfeit the right to be surprised when they don’t respond to your press release.
So, how do you get their attention? At Ignition, we have designed several programs to help companies thread that needle, combining some old school techniques with new school strategies. So, don’t wait until you are down to your last dollar to take advantage of what we have learned about what it takes to get the media’s attention.