This is the state of the media for 2018. | eNews from OWC

Fasten your media seat belt for 2018, communication of all kinds is stronger than ever. Despite warnings and howls, facts still have impact and new platforms have learned how to deal with a hostile environment. Rumors get corrected. Spin is detected. New voices are heard whether we like it or not, which is how things are supposed to be. Though America is a free-for-all and this year every business need to be among the “all,” now more than ever before, it really is “lead, follow or get out of the way.”

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Here’s what every company needs to know for the New Year:

Earned media is on the rise (really). According to Forrester Research, we are living through a fundamental reassessment of the role of advertising and editorial coverage. Earned media, like news stories and features, is more measurable and effective than ever before. Consumers are increasingly wanting to connect with people and stories, which presents an opportunity for editorial coverage. Eighty-one percent of senior marketers still believe that earned media is more effective than paid media.

Mobile and online consumption has new breadth of reach. In the U.S., roughly nine-in-ten adults get news online (either via mobile or desktop). According to the Pew Research Center, there are now many different audience strategies that news outlets use, through newsletters, original podcasts and allowing comments on their articles. By 2017, 61 percent of these highest-traffic digital-native news outlets had apps for at least one of the two main mobile operating systems (iOS and Android).

The crackdown on false news proves fruitful. A recent study reported by The New York Times reveals that propaganda and outright lies have a wide reach but reduced impact. “For all the hype about fake news, it’s important to recognize that it reached only a subset of Americans, and most of the ones it was reaching already were intense partisans,” according to Dr. Brendan Nyhan from Dartmouth College, who led the study. This year, we’ll see powerhouses like Facebook and Google continue to battle false news. Facebook will use its Related Articles tool to combat misinformation in the News Feed. Meanwhile, future leaders are taking matters into their own hands — right from the classroom.

The New Year has already brought media firestorms, but the trend is toward verification and fact. As always, the most powerful tool in business is an accurate message delivered with a clear voice. That is our mission and passion. Let us know how we can help you prepare for any potential issues that may come this year. Wishing you a prosperous 2018!

February 2nd, 2018|Categories: eNewsletter|Tags: , , , , , , , |

The State of the Media in 2017 (with infographic) | eNews from OWC

“Doubt is not a pleasant condition, but certainty is an absurd one.” ~ Voltaire, as quoted in “The Undoing Project” by Michael Lewis

Some observers believe the media is on its heels, but it’s really an increase in platform diversity. True, there have been job cuts at newspapers, but the scope of digital publishing has doubled and traditional news outlets that embrace the changes are coming along for the ride. There are even green shoots. The publisher of The Washington Post, Jeff Bezos, announced in a memo this week that not only is the paper surviving, it’s profitable!

Download PDF of this issue: The State of the Media in 2017

The Need for Reporters

Don’t we enjoy our Twitter newsfeeds? If you’re smart, the platform gives you your favorite articles and all the third-party credibility they bring with them. Don’t take away my print subscriptions to the Los Angeles Times, The New York Times and The Wall Street Journal. I still pay thousands of dollars a year for those and dozens of other magazines and business journals, but several newspapers previously available nationally can now only be read online. If you don’t live in Washington, D.C., you need an online subscription to read The Washington Post. Still, I dream of a super-slim, newspaper-sized device, one for me and one for my husband. I don’t mean a tablet. Maybe something you could roll out to be your placemat at the breakfast table. I’m not sure when that’s coming, or when paper news is going away. What I am sure of is that there will always be a need for reporters digging for stories and the truth.

Google’s Media Power

Sixty percent of Americans trust articles indexed by Google News more than news delivered directly from the same sources. Fortunately, 98 percent of broadcast, radio and print news stories are available through the search engine. As an agency, we love the power of Google. It helps establish the credibility of our clients with real news written by reporters employed by legitimate news organizations. News clearly remains a priority for the overwhelming majority of Americans regardless of how we consume it. More than 70 percent of adults follow national and local news, and 65 percent follow international news. We just do it from our cell phones and other mobile devices.

The War on Fake News

Fake news is indeed a problem and we need to go to war against it. But I take heart that the millennial generation is apparently wise to fake news and can ferret it out faster than any bot. Media giants see the danger to their reputation and are beginning to take measures to block journalistic fraud. Already Google and Facebook have banned websites that promote fake news from using their online advertising services. Read the latest on fake news from the LA Times: “Without these ads, there wouldn’t be money in fake news“.

Join the Media Conversation

As we look to 2017, reporters have a big job. We all should support and applaud their efforts as they will have to work even harder in the new climate. We can help by offering facts and expertise that further inform reporting. This is not the time to cower – not for the American people and not for businesses. Don’t be afraid to join the media conversation. Get aggressive and talk about your differentiation. You can come from behind and be No. 1 in this climate as well as any other. More outlets mean more opportunities – for those who use them. So, share your company news and industry expertise, write that guest article, speak at that conference, and your customers and prospects will notice.

We’re here to help.

 

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2014 media outlook: Opportunities to tell your story are strong

By Tracy Williams
Tracy Williams
Much is changing in the news media, and the numbers tell us opportunities to tell your story are strong.

1,380
In 1950, there were 1,772 daily newspapers.
By 2000 — 1,480 daily newspapers.
Today — There are still 1,380 daily newspapers, and each article carries more value than ever with fewer papers reporting.

23,108,914
The daily circulation at the top 100 newspapers. That’s a lot of people who still like to get their fingers dirty.

430
Digital pay plans are now in place at 430 of the country’s dailies. Gannett showed in 2013 that success at the New York Times would work at smaller newspapers and other media followed. People are willing to pay for information and services they value.

157.7 million
There are hundreds of millions of blogs. Tumblr alone has 157.7 million blogs with 69.9 billion posts. Of course, not all blogs are great news sources. Your cousin Jimmy’s blog about turtles comes to mind. The Huffington Post is a good one, as are Gizmodo, Mashable and Business Insider, among others.

1.5 million
Cision’s Global Media Database used by thousands of PR pros includes over 1.5 million journalists, editors, bloggers, freelancers, analysts and other influencers and is updated over 20,000 times a day.

7
Olmstead Williams Communications has won 7 PRisms over the past three years from the Public Relations Society of America- Los Angeles for work with technology, healthcare, professional services firms and non-profits. OWC positions CEOs and other executives as leaders in their fields through traditional and new media, as well as speaking opportunities and networking connections.

2014
Make sure everything you do is repurposed across as many of your company’s platforms as you can in 2014, and don’t forget SEO. That newspaper article about your latest product launch needs to be shared on all of your social media platforms. To assure maximum SEO benefits, make certain your website and blog are optimized to load quickly and take advantage of keywords in headlines, body copy, title tags, meta descriptions and permalinks. Consider creating an enewsletter announcing the news and send to your full database of clients and prospects through a tool like Constant Contact.

Williams is president and CEO of Olmstead Williams Communications.

Recent Pew Research study: People get news from increasingly complex 'information ecology'

People get news through an increasingly complex “information ecology” involving multiple sources and types of media, according to the recent Pew Research study “How People Learn About Their Local Community.” The report (see interactive graphic) shows that 74 percent of those surveyed turn to local TV news at least once a week, followed by word-of-mouth (55 percent), radio (51 percent), newspapers (50 percent) and the Internet (47 percent).

Researchers believe that word-of-mouth information fills in the gaps that traditional media tend to miss, and the less a subject is covered, the more important word-of-mouth becomes.

October 7th, 2011|Categories: Client News|Tags: , , , , |