Journalism Isn’t Dead; It’s Engaging

At the end of 2016, I wrote a Buzz Bin post that detailed predictions for the media relations industry as well as suggestions for navigating it. In it, I referenced more opportunities for working with digital staffers at traditional media publications.

Thinking back to that comment, I realized this evolution occurred faster than I expected.

Just last week, I was asked to give a presentation on the evolving media landscape and to do so, I dug into what other colleagues have experienced recently in their media relations efforts. One of the common themes across different sectors, verticals and media types, was the changing role of the traditional journalist.

As PR practitioners, we’re expected to sell a persuasive story to an influential third-party storyteller — the journalist. He or she, in turn, is the keeper of that narrative. They will ultimately narrate your story to your key stakeholders.

That’s a lot of power, right?

If we’re handing over control of our message, then I feel our responsibility as professionals involves acknowledging how that journalist’s needs, wants and motivations may change the way they filter our pitch.

Enter… the Engagement Editor.

Who is this Engagement Editor? According to a recent story from Cosmetic Executive Women, an Engagement Editor is a “newly minted role… that is a hybrid of specialized content creation and accountability for garnering audience, or views, a digital brand’s bread and butter when it comes to revenue.”

And what do they want? What drives them? Engaging, click-worthy stories.

So, how does this new face shift your approach in pitch efforts? And what might this mean for earned media’s role down the line for your business? Below are several thought starters for your consideration.

Looking for ways to make your stories reach these key engagement editors? Need a little help digging deep to mine that narrative? Our media relations experts at Padilla have got you covered. Email Tracy Carlson to get the conversation started.

Source: Journalism (and Beauty’s) New Frontier: The Engagement Editor, CEW (subscription required)

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