Digital Press is Not Second Best

Last week Amy Adye and I the chance to attend a Greater Washington Board of Trade event, “Connecting for Content: Making the Most of Opportunities with Print and Online Media.” Focusing on business news, the event consisted of a panel with three editors from local business news publications including Capitol Business; the Washington Business Journal; and the Washington Times. The panel members touched on some very interesting points, allowing attendees to better understand their business.

The overarching theme of the program was clear: the news cycle is constant [and it is fueled by digital/social media]. Gone are the days of pitching a company profile specifically for a print publication. That is no longer how editors think or work. Here are some of the top takeaways from the event:

SPEAK UP.

Whether or not you want a specific story published, it is in your best interest to speak up to avoid a one-sided story. โ€œNo commentโ€ doesnโ€™t serve anyone.

BOTTOM-UP REPORTING.

Reporters bring in the best stories from their relationships. Not press releases.

TAKE IT TO THE NEXT LEVEL.

Uncovering higher-level ideas make for more interesting stories. What else is this story affecting and how?

THE HUMAN CONNECTION.

Social media allows you to make a more human connection with reporters. Bridge the gap – interact on a personal level to build trust.

MAKE IT EASY.

Accessible communication with key players is essential to having your story covered.

MAKE IT HONEST.

Have an honest conversation, not a stiff one moderated by a PR-pro.

ON-BACKGROUND.

On background is much more effective than off the record. But whatever you call it, be up front with the reporter on the rules.

INSTANT – GET IT FIRST.

But get it right (or you will know within seconds). Breaking a story first equates to better search results on Google.

MULTI-MEDIA IS KEY.

Providing multiple formats make a story much more valuable: PDF, Audio, Video, Photo Galleries. People LOVE galleries.

DIGITAL IS NOT SECOND PLACE.

Although print news is still portrayed as a commodity, it does not mean that digital coverage is second best. A digital story can reach the entire world. Instantly.

PUSH, NOT PULL.

Next generation news consumers have the mindset of “If it’s important, it will find me.”