The message for marketers? Stop thinking like an advertiser and start thinking like a media company. Instead of trying to creatively interrupt content that consumers watch, listen to, and read, be the content that consumers want to interact with.
Taking the extra time to build a comprehensive database of well-researched and targeted contacts will help you better develop relationships with media — which will ultimately lead to results in the form of earned coverage.
Award-winning journalist David Akin is a familiar face to Canadians who follow federal and electoral politics. He’s currently the Chief Political Correspondent for Global News where his work is featured across Global News programs, on Corus Radio stations and on GlobalNews.ca
In a highly-shared article on The Atlantic recently, senior editor Derek Thompson suggested that struggling media organizations have only one option. Instead of “pivoting” like a startup towards new forms of advertising, or new storytelling formats like video, they should be pivoting back to the one thing that really matters — their readers
As social media becomes woven into the workflow of communications professionals, it can feel daunting to understand what content will resonate with your influencers and the target audiences that engage with them.