Читать книгу 21st Century Secrets to Effective PR - Linda Pophal - Страница 4

Pew Research Center annually evaluates the state of the news media. Its 2016 report showed downward audience trends for most outlets.

Pew’s findings, upon first analysis, appear to be nothing but dismal. The report indicates that newsroom cutbacks and smaller budgets continue to plague the traditional media outlets. For instance, they note: “The latest newspaper newsroom employment figures (from 2014) show 10 percent declines, greater than in any year since 2009, leaving a workforce that is 20,000 positions smaller than 20 years prior.”

But, for businesses, would-be thought leaders and business professionals, there’s a silver lining here.

This continued erosion of news reporting sources, says Pew, has converged with “growing opportunities for those in politics, government agencies, companies and others to take their messages directly to the public.”

We’ve seen that trend in action, actually. It is increasingly common for us to be able to submit work on behalf of our clients as “contributed content” to both new and traditional media. That means we’re writing the content and submitting it, and the news media are publishing it with our clients’ bylines. That means increased – and very credible – exposure for our clients, and less work for the media.