Its a well known factor that the value of print in contrast to online news is vastly decreasing in its value to the consumer. I spoke of this a few weeks ago and the effect this would likely have for the future of the good old Newspaper.
And then I spotted the story below last week...
http://www.guardian.co.uk/help/insideguardian/2011/oct/10/guardian-newslist
It backs up my point entirely, would you not agree?
So, The Guardian have decided to open their doors and allow the world to see what really goes on in the mystical world of Journalism...I think its a really great idea. I also love that they are going to use social media massively to their advantage and have mentioned how viewers can give them feedback and tips etc using the famous Twitter #hashtag.
Obviously they cannot reveal everything, but in terms of striking up a bit of publicity and interest in news, its a great way to create some interest, probably not costing a great deal either.
Would this have happened five or ten years ago? Undoubtedly. But it shows yet again, how the Media are having to move with the times by embracing Social Media and using it as a powerful and positive tool.
I will definately be Tweeting #opennews and letting them know my views.
Tuesday, 18 October 2011
Monday, 10 October 2011
Measuring the value of PR
Over the last decade their have been increasing debates over the reliability of AVE (Advertising Value Equivalent). Is it a good way to measure a clients coverage and does it really tell us how much ROI our client has had as a result?
Its something I have only recently became aware of but after scanning the net and checking out some PR blogs/weekly news it appears to have been an ongoing topic for quite some time now. If I'm completely honest measurement is not something we spend much time focusing on within university, and come to think of it, I feel it should be. After all its not all about the initial publicity, we need to be able to review any successful or negative campaigns in order to know what we did right or how we could improve next time.
When I recently did a placement within a PR agency, I found myself mainly focusing on getting the coverage, and only a brief amount of my time was spent on the outcome. Obviously coverage was observed on a daily basis and mornings were spent scanning all the daily papers/mags to see how much coverage we had obtained and getting cuttings to show our clients. But when it came to presenting the findings and putting together the final presentation to show our client how much of a success the campaign had been, and how much money we had saved/made them, it didnt appear that much time went into this process.
Obviously this is only one example and I may be completely wrong. But when observing how much space we had obtained in papers/magazines it was simply a matter of checking the relevant media database, seeing how much the coverage would have costed in advertsing costs and simple - we have the cost of the coverage...
For me I wasnt really too concerned about whether it was a reliable way to tell a client how much money we have saved them, as I was working in entertainment PR, (as opposed to Financial PR) and generally they would only be expecting an "average" anyway. But my concern, after observing, was how little time was actually spent on measurement as a whole. Surely this criteria of PR should be just as important as the coverage itself? Otherwise how does the industry expect to be taken seriously as a profesion if they have no reliable findings to prove what they do?
I will be very interested to see when getting a job in the industry next year how other agencies/in-house PR companies analyse measurement as a whole, is it something that is beginning to be taken more seriously?
This is a topic that is fairly new to me so I'm keen to find out other peoples thoughts and will obviously be looking out for more news on this debate...
Its something I have only recently became aware of but after scanning the net and checking out some PR blogs/weekly news it appears to have been an ongoing topic for quite some time now. If I'm completely honest measurement is not something we spend much time focusing on within university, and come to think of it, I feel it should be. After all its not all about the initial publicity, we need to be able to review any successful or negative campaigns in order to know what we did right or how we could improve next time.
When I recently did a placement within a PR agency, I found myself mainly focusing on getting the coverage, and only a brief amount of my time was spent on the outcome. Obviously coverage was observed on a daily basis and mornings were spent scanning all the daily papers/mags to see how much coverage we had obtained and getting cuttings to show our clients. But when it came to presenting the findings and putting together the final presentation to show our client how much of a success the campaign had been, and how much money we had saved/made them, it didnt appear that much time went into this process.
Obviously this is only one example and I may be completely wrong. But when observing how much space we had obtained in papers/magazines it was simply a matter of checking the relevant media database, seeing how much the coverage would have costed in advertsing costs and simple - we have the cost of the coverage...
For me I wasnt really too concerned about whether it was a reliable way to tell a client how much money we have saved them, as I was working in entertainment PR, (as opposed to Financial PR) and generally they would only be expecting an "average" anyway. But my concern, after observing, was how little time was actually spent on measurement as a whole. Surely this criteria of PR should be just as important as the coverage itself? Otherwise how does the industry expect to be taken seriously as a profesion if they have no reliable findings to prove what they do?
I will be very interested to see when getting a job in the industry next year how other agencies/in-house PR companies analyse measurement as a whole, is it something that is beginning to be taken more seriously?
This is a topic that is fairly new to me so I'm keen to find out other peoples thoughts and will obviously be looking out for more news on this debate...
Sunday, 9 October 2011
How does your personal life affect you career choices?
Feeling very reflective today. Have been thinking alot about my career and personal life, its the crazy the amount of thoughts my mind can produce, some rational, some not. But it did lead to me to wondering why i may have chosen to study a Media related course and why I want to work in this industry?
I havn't really come to a conclusion just yet either. But I have started to wonder, do our personal lives have an impact on our career choices? And do our careers define who we are as people?
In my personal life I am a fairly independant person, or at least I was before I decided to go back into further education. I enjoy taking care of myself, being by myself and dont feel that I need to rely on another human being to guide me through the big decisions I make in life. I enjoy change, and I am not afraid to take chances or gambles if it means I could be better off in life.
Then I think about what I'm doing my degree in, Public Relations. This a fast moving, dynamic industry where you will have to work damn hard if you want to keep up, be successful and allow yourself to stand out. I wonder why I chose to do this for a living? And i wonder whether as I get older and change as an individual in my personal life, will I still want to do this for a living?
Its a strange thought to have had but I didnt always want to work in Public Relations. I decided to take this career path as I was working a standard 9-5 job that required no thought or challenge and when looking into degree choices PR stood out to me as it differed to that completely.
I have spoken with people who have also taken Media related degrees and a large majority have not stayed in the same field throughout, whether it be because a new opportunity arose or they just fancied a change, its a broad industry which is a very good thing to allow you to move around.
Its an exciting prospect when you are starting out your career fresh from university, you dont know what the next twenty years have in store for you and where you may be. I'm going to watch my life, watch the things that happen and the changes that may occur in my personal life/career life and see the impact that each have on one another.
I havn't really come to a conclusion just yet either. But I have started to wonder, do our personal lives have an impact on our career choices? And do our careers define who we are as people?
In my personal life I am a fairly independant person, or at least I was before I decided to go back into further education. I enjoy taking care of myself, being by myself and dont feel that I need to rely on another human being to guide me through the big decisions I make in life. I enjoy change, and I am not afraid to take chances or gambles if it means I could be better off in life.
Then I think about what I'm doing my degree in, Public Relations. This a fast moving, dynamic industry where you will have to work damn hard if you want to keep up, be successful and allow yourself to stand out. I wonder why I chose to do this for a living? And i wonder whether as I get older and change as an individual in my personal life, will I still want to do this for a living?
Its a strange thought to have had but I didnt always want to work in Public Relations. I decided to take this career path as I was working a standard 9-5 job that required no thought or challenge and when looking into degree choices PR stood out to me as it differed to that completely.
I have spoken with people who have also taken Media related degrees and a large majority have not stayed in the same field throughout, whether it be because a new opportunity arose or they just fancied a change, its a broad industry which is a very good thing to allow you to move around.
Its an exciting prospect when you are starting out your career fresh from university, you dont know what the next twenty years have in store for you and where you may be. I'm going to watch my life, watch the things that happen and the changes that may occur in my personal life/career life and see the impact that each have on one another.
Thursday, 6 October 2011
RIP Steve Jobs
I will openly admit that I am not an obsessive over technology, it really does not interest me. But I just wanted to write a few words and make a firm point on the sad passing of Steve Jobs. Not because I appreciate his genius creations or invention of computer products, but because he was an example that no matter what life may throw your way, if you show true determination and ambition, anything is possible.
An attitude far to many lack in this day and age.
RIP Steve Jobs
An attitude far to many lack in this day and age.
RIP Steve Jobs
Tuesday, 4 October 2011
The Media NEVER forgets
Each day there will be a damaging story in the paper. Whether it be on an organisation or an individual. Unfortunately once its being printed it never goes away. It may be ten, twenty or even 100 years down the line but you can be sure that once that negative story has come through its almost certain to one day rear its ugly head again. Mark my word, some point in the future when you least expect, or need it too.
Crisis Communication can help convince your Publics something or someone is a postive public figure, but once you have been tarnished with a bad brush it is much harder to change the public opinion as people love dirt and mud does stick. Its that old saying "Schadenfreude" we all love to relish in others misfortune.
And for one bad story it could take over 100 good ones just to attempt at getting the public back on side again. But now with resources being so easily available via the internet, its just too easy to click a few buttons and trace that negative story again...so best behave.
An example of someone getting unwanted attention from the Media at the present time is Amanda Knox who was yesterday aquited for the murder of British Student Meredith Kercher.
For the past four years the Media have shown an extreme interest in the American Student nicknaming her "Foxy Knoxy", because of her love of partying and sexual nature, and generally because she is an extremely intriguing person to have followed. The question now in the media is what the furture now hold for Knox and the decisions she makes will have a massive impact on her reputation as a whole. Should she have a good PR team guiding her she will hopefully fade into the background and not use this unwanted publicity to make money, as the media are now speculating.
Obviously the Amanda Knox trial is an extreme example of the impact the Media can have on an organisation/individuals reputation. Over the past four years the Media have effectively convinced the public to question and be suspicious of this individual through stories of her private life and the way she handled the murder enquiry as a whole. But now she has been aquited I suspect the way the public perceive her over the coming weeks will change dramatically dependant on the route she decides to take. One thing is for sure though, should Knox choose to go public and discuss her view on the trial and how she has been treated, she will never ever be able to get rid of the view that people will always have on her. Yes she has now been proved "not guilty", but in the back of most of the public's mind will always be a leering dark cloud and the image of the spooky, strange character that has been carefully constructed and portrayed to us over the past four years by the Media. That is something she is very unlikely to EVER get rid of.
Overall ones reputation is tarnished.
Crisis Communication can help convince your Publics something or someone is a postive public figure, but once you have been tarnished with a bad brush it is much harder to change the public opinion as people love dirt and mud does stick. Its that old saying "Schadenfreude" we all love to relish in others misfortune.
And for one bad story it could take over 100 good ones just to attempt at getting the public back on side again. But now with resources being so easily available via the internet, its just too easy to click a few buttons and trace that negative story again...so best behave.
An example of someone getting unwanted attention from the Media at the present time is Amanda Knox who was yesterday aquited for the murder of British Student Meredith Kercher.
For the past four years the Media have shown an extreme interest in the American Student nicknaming her "Foxy Knoxy", because of her love of partying and sexual nature, and generally because she is an extremely intriguing person to have followed. The question now in the media is what the furture now hold for Knox and the decisions she makes will have a massive impact on her reputation as a whole. Should she have a good PR team guiding her she will hopefully fade into the background and not use this unwanted publicity to make money, as the media are now speculating.
Obviously the Amanda Knox trial is an extreme example of the impact the Media can have on an organisation/individuals reputation. Over the past four years the Media have effectively convinced the public to question and be suspicious of this individual through stories of her private life and the way she handled the murder enquiry as a whole. But now she has been aquited I suspect the way the public perceive her over the coming weeks will change dramatically dependant on the route she decides to take. One thing is for sure though, should Knox choose to go public and discuss her view on the trial and how she has been treated, she will never ever be able to get rid of the view that people will always have on her. Yes she has now been proved "not guilty", but in the back of most of the public's mind will always be a leering dark cloud and the image of the spooky, strange character that has been carefully constructed and portrayed to us over the past four years by the Media. That is something she is very unlikely to EVER get rid of.
Overall ones reputation is tarnished.
Monday, 3 October 2011
Public Relations..."ah i see"
With over 50% of coverage in Newspapers and Magazines now sourcing from Public Relations, I'm surprised so many people are still turning their noses up at the industry and for why? And that is just the people who fully understand the defination of what Public Relations actually is, or does. I have probably had 90% of the people who ask me what I'm doing my degree respond with an "ah I see..." and generally not not know what I'm talking about.
Why does no-one other than those within the profession truly appreciate or understand something that they all consume on a daily basis. Or is it naive to think that anyone would care if it isn't directly affecting their lives? Even though without realising it PR affects ALL of our lives, but because its done so quietly we are just not aware of it.
Without the industry our daily News would be fairly empty and damn right dull for that matter. But still there remains to be more critism than praise. I have had numerous people ask me the theory behind PR, and turn their noses up when i explain the career path I'm choosing or simply air their judgemental views strongly in belief that "its all spin and no truth", even though their are millions of case studies that would differ entirely. All of which have been achieved through trustworthy and honest mediums.
But I hope these doubts are changing and hopefully those that dont currently understand the industry will become further educated over the forthcoming years as most of the world begin to take part in Social Media. It has openly been acknowledged and debated the impact this tool is having on PR as a whole and how it is allowing the "Public" to get involved within campaigns much easier and enabling PR companies to communicate and give the "Public" back what they want. Effectively putting the "Public" back into "Public" Relations.
One of the biggest advantages of PR via Social Media is its a great way to sell the positives of the industry directly to your Target Audience and effectively cut out the middle man. It helps keep the Target Market up to speed on what case study you may be working on and allows them to provide their thoughts or feedback. One of PR's biggest critics; Journalists, can also be contacted more freely. You are able to see what your potential Journalists interests and personality may be and use this to your advantage as when approaching them you can use the correct tone of voice that will appeal or catch their attention. Hopefully getting a much quicker response.
I really do hope that over the coming years the Public Relations industry continues to build its well deserved credibility and allows Social Media to enhance its chances of this.
Any critics of the industry should accept that everyone of us working in the Media, especially within a tabloid paper or celeb magazine is going to have to use "spin" at some point, otherwise we could see alot more papers going out of business. I'm obviously not condoning full blown lies but sensationalizing a story is part of attracting your Target Market and effectively the way to make sales.
People need to give the industry a fair chance and not generalise the industry as a whole with this uneducated outlook as it simply isnt a fair overview and doesn't allow people to appreciate the good that can come to an organisation or individual from such a useful tool.
Why does no-one other than those within the profession truly appreciate or understand something that they all consume on a daily basis. Or is it naive to think that anyone would care if it isn't directly affecting their lives? Even though without realising it PR affects ALL of our lives, but because its done so quietly we are just not aware of it.
Without the industry our daily News would be fairly empty and damn right dull for that matter. But still there remains to be more critism than praise. I have had numerous people ask me the theory behind PR, and turn their noses up when i explain the career path I'm choosing or simply air their judgemental views strongly in belief that "its all spin and no truth", even though their are millions of case studies that would differ entirely. All of which have been achieved through trustworthy and honest mediums.
But I hope these doubts are changing and hopefully those that dont currently understand the industry will become further educated over the forthcoming years as most of the world begin to take part in Social Media. It has openly been acknowledged and debated the impact this tool is having on PR as a whole and how it is allowing the "Public" to get involved within campaigns much easier and enabling PR companies to communicate and give the "Public" back what they want. Effectively putting the "Public" back into "Public" Relations.
One of the biggest advantages of PR via Social Media is its a great way to sell the positives of the industry directly to your Target Audience and effectively cut out the middle man. It helps keep the Target Market up to speed on what case study you may be working on and allows them to provide their thoughts or feedback. One of PR's biggest critics; Journalists, can also be contacted more freely. You are able to see what your potential Journalists interests and personality may be and use this to your advantage as when approaching them you can use the correct tone of voice that will appeal or catch their attention. Hopefully getting a much quicker response.
I really do hope that over the coming years the Public Relations industry continues to build its well deserved credibility and allows Social Media to enhance its chances of this.
Any critics of the industry should accept that everyone of us working in the Media, especially within a tabloid paper or celeb magazine is going to have to use "spin" at some point, otherwise we could see alot more papers going out of business. I'm obviously not condoning full blown lies but sensationalizing a story is part of attracting your Target Market and effectively the way to make sales.
People need to give the industry a fair chance and not generalise the industry as a whole with this uneducated outlook as it simply isnt a fair overview and doesn't allow people to appreciate the good that can come to an organisation or individual from such a useful tool.
Subscribe to:
Comments (Atom)