Archive for category technology

Is Journalism Really Dying?

Many critics of online journalism and Web 2.o claim that the nature of true strong journalism is decreasing.  With all the junk out on the web, credible sources can be hard to find.  They also think the fast- paced, blog style of writing and resources does not provide the reader with quality information, and nothing is ever as good as the old way.

However, there is hope in our new technologies to suggest that the industry can be saved.

In fact, online newsrooms can enhance journalism.  Since companies are going public with all their important information, journalists do not need to pull teeth for financial reports or even be at formal press releases.  They can simply watch the video online, and at their own leisure.

Journalists are making good use of their online resources, thanks to Web 2.o technologies.  According to PRCoach.com, journalists agree that their field is benefiting from the new practices.  The use of social media is also affecting the future of the profession.  The use of social media is high among journalists, at around 70%.  This increases communication between the companies and the people that report on them.  Journalists read corporate blogs, watch videos, listen to podcasts and ‘follow’ or friend the companies they research on Twitter or Facebook.  This interactivity is different from past practices, and creates a better flow of key information.

Journalists know they cannot do it all alone.  There is evidence to suggest companies are working with journalists to provide them with the tools they need to do their job correctly.  Justin Pettigrew and Bryan Reber did a study on how Fortune 500 companies utilize online press rooms.  They looked specifically at the easy-to-use features on the websites.  A good feature is contact information. 58% of the sites contained PR contacts.  This makes it easy for journalist to have further communication with a company, and create a stronger personal relationship.   The press rooms also had a key factor, frequent updates.  92% contain press releases within the last 30 days.  This tool gives journalists the most current news, as well past information to learn more.  45% of these sites contained a press release search engine, to make looking through archives quick and easy.

There is obvious evidence that all of this information can only help true journalism.  An interesting thing I hope to research next week is the high use of Twitter among journalists.  I want to further develop ideas on this topic, and see the advantages/disadvantages of the microblog.  Stay tuned!

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Media Rooms- Not Just for Journalists

It is obvious that online newsrooms can be essential tools for a journalist to use.  They contain video, photos, press releases, and updates about a company’s newest ideas.  It is already suggested with critics that these new sites are best when they do not require a username.  Therefore, anyone searching through a website has access to all the media functions the company is putting out there.

Not only do media rooms help journalists write accurate information about a company, they do something else.  What do companies do when they know there are costumers on their site?  They market to them.  Companies are smart in this sense.  When customers are looking into latest breaking news of the company, they are most likely highly active, loyal customers.  This makes it a clear public to think about when creating a newsroom.

David Meerman Scott, author of  the book, The New Rules of Marketing & PR, explains that an online newsroom is well done when it is created for the customers.  It engages them in the buying and selling process.  He also describes one of the most crucial things to do for a good news room is using terminology that customers use.  This will bump up the news and press releases in the search ranking, and direct customers to the PR site.  A good example of this is Cisco.  It contains valuable content, as well as links to social media sites for customers to follow and share the content.

While at first we may think that companies only want to sell us something, the presence of a customer-friendly online newsroom serves to keep the population well informed consumers.  When customers know more about the products they purchase and the brands they are loyal to, they are also more likely to stay customers.  Definitely a positive thing, and another way we can all be more transparent.

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