Turn, Turn, Turn Toward a Changing News Media Landscape

As another year closes, I’ve got “Turn! Turn! Turn!” on the brain. The Byrds’ 60s classic is still relevant; for communicators, it’s been quite the season to “turn” within the rapid changes in our landscape. I put together some insights from the Padilla media relations team on changes within news media and opportunities for 2018.

Media Relations in a Silo is a Failed Approach.

Organizations clinging to their silos need to let go.Click To Tweet

Organizations clinging to their silos need to let go. News media outreach efforts go hand in hand with social, paid and owned. Consumers follow many different paths to news and information: 81 percent of U.S. adults go online (Pew), and 62 percent go on social media (Pew).

Authentic, Substantive Storytelling is Powerful. Evergreen Pitching is on Life Support.

As a Harrison Ford fan, it’s a pleasure to say that we have something in common with him: we’re self-described storytellers (the way he describes his “job”). In media relations, powerful storytelling remains an art and a driving force.

Quality of Journalism is More in Question, but Credibility Isn’t Lost

It’s often a race for many media outlets to be the first to publish, and many are more accepting that errors can be “updated” later.

Our best advice? “Turn” with passion to strengthen your storytelling in 2018. It’s not too late to ensure you are best prepared for your communications approach. As a start, take this 3-minute Storytelling Readiness Review!

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