Changing channels
From a public relations perspective, the fragmentation of media has long been a topic of discussion. First came satellite TV with its plethora of channels – many with tiny viewing figures – but with niche audiences and content making editorial opportunities attractive to businesses and their PRs.
Then came the web and with it similar challenges, particularly figuring out what defines a credible, and more importantly influential, site. Now with the advent of social media the number of channels available to engage with and influence through gets bigger – and more overwhelming - by the day.
Some PRs response to this is to use a scattergun approach, firing off press releases and media invites to thousands of contacts and seeing what sticks. This is both time consuming and ineffective. For a start most bloggers or social media administrators aren’t interested in press releases.
The key is to take a deep breath and think, what is it I truly want to achieve here and which media channels are best placed for me to do so? SM or online may not be.
If they are, then some serious research needs to be undertaken to define which online channels should be used. Models for rating the credibility and influence of bloggers, websites and social media networks are being developed and improved daily by companies such as Precise Media and Social Media Library and it is important to invest in their expertise to help you plan an effective campaign with real impact both on and offline. Otherwise, in a world awash with media channels, only the strongest swimmers will survive.
What do you think?