Seth Godin, the founder of Squidoo and analyst of all things PR and marketing, makes two good points in today’s post: standing out of the crowd is a journalist’s job and it is increasingly difficult to do.
I appreciate the sentiment that lazy journalism is the incessant repeating of the same news over and over and over, then retweeting the news again and again and again, across multiple channels. Media outlets falling into this category have adopted a 1984 telescreen approach to shouting news at us until we’re sick of the story. If you’ve watched anything on CNN recently, you know what I’m talking about.
Seth’s point, is that unique stories are harder to find and I’d venture will be much more difficult to protect with the intranet enabling content to be replicated (and sometimes blasphemized) in mere seconds. Yes, I get the irony that I am sharing with you his original blog post: http://bit.ly/sTSJsA.
So here’s my original thought: would it be such a terrible thing for PR people to stop worrying about maximizing the number of impressions a news release can generate and the number of articles secured, to instead focus on the quality of that coverage? In my experience, working with a journalist on an exclusive story can work wonders for your relationship and result in an amazing piece of collateral to be shared broadly.
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| Photo Credit: Graur Razvan Ionut |
Help end the sweep of "lazy journalism" to create meaningful and lasting relationships with your reporters, develop unique and thought-provoking stories, and leverage the amazing results through other marketing channels which will make up for those lost impression numbers.
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