by Alyshia Kisor-Madlem
November 6th, 2012
As PR professionals, we have all been in meetings with clients, both new and old, where the first outlets they describe as their “home runs” are print publications like Good Housekeeping or the New York Times. While these magazines and newspapers remain a crucial part of any PR strategy and campaign, they are steadily being eclipsed by their online counterparts and new Internet-only media.
A few weeks ago, Newsweek became the latest magazine to announce it would cease publication of the Newsweek print edition in favor of a digital-only format at the end of this year. And this isn’t the first announcement of this kind for 2012 – SmartMoney Magazine ceased print publication in the summer, and rumors have swirled that the U.K.’s The Guardian is considering a switch to a digital-only edition. We are likely to see this trend continue in the coming years as, according to the Pew Research Center’s statistics on print vs. online media, more than half of Americans receive their news from digital sources, and the number of people relying on social media exclusively for their news has doubled in the past two years.
For us here on the BLASTmedia PR team, we are already executing an integrated approach to public relations, but how do we and our fellow PR pros communicate this ever-changing landscape and its importance to our clients? We compiled a few key explanations and details on how to communicate this online vs. print media change in the marketplace.
As media continues to shift and transform, it is our job as PR pros to stay on top of the changes and educate ourselves well enough to explain these new developments to our clients. This will help us maintain relevancy in our field and ensure we are a continued source of trusted information for current and potential clients.
Looking for an integrated PR campaign that combines traditional and new media outreach, along with a strategic social media plan? Email Mendy Werne to discuss how BLASTmedia can help you!
(Image created on ICanHas.Cheeseburger.com; original image via Hark.com.)