Three Lessons for PR Pros from the Future of Media

Shot of the panel from @DigitalJournal

 

DigitalJournal.com kicked off the industry event season with the Future of Media panel last night in Toronto. On the panel was Facebook’s Elmer Sotto; David Skok, Senior Producer, Online Content for Global News; Mark Evans; Anjali Kapoor, Managing Editor, Digital at The Globe and Mail; and Polar Mobile’s CEO, Kunal Gupta.

The lively discussion explored how media organizations – large and small – are adapting to the web; how social media has influenced journalism and touched on what the future may hold for media professionals.

I realized that a lot of the lessons for media organizations and journalists discussed lat the event were equally important for public relations practitioners. Here are three lessons for PR Pros, learned from the Future of Media.

Content is King

Within five minutes of the discussion getting underway, the evening’s main theme emerged loud and clear with the old adage “content is king!”

At the end of the day, good stories that engage an audience is the key to success – online and off. If you have great content, people will go out of their way to find it. As a communications professional, it’s imperative that you ask yourself “is this news?” before communicating with the media or other stakeholders.

Multimedia is Queen

In 2010, compelling content goes beyond text. Newsrooms from online to radio are now utilizing video, audio clips and photos to enhance stories and engage their audience.

Thanks to the Internet, media organizations now have 24-hours of airtime to fill each and every day. Including multimedia assets with your news release may increase your chances of pick-up. Bring in the professionals and produce the best assets to showcase your products, people or places.

The Future is Digital

In addition to curiosity, an entrepreneurial spirit and the ability to tell a good story, the panelists all agreed that when hiring young journalists they are looking for “someone who can think in multimedia.” The same goes for young PR professionals.

A good understanding of the web (including audiences and analytics), how to produce multimedia and utilize interactive tools are fast becoming essential skills for young professionals on either side of a newsroom. Not only will they set you apart from the fierce competition, they will make you more effective and efficient in your day-to-day work.

DigitalJournal.com will be posting videos from the event later this week. Follow them on Twitter @DigitalJournal or watch hash tag #djfom.

  • 24 comments on Blog Post Title

  • DaveHicks613 16:48 PDT on Sep 9, 2010

    Three Lessons for PR Pros from the Future of Media http://t.co/ey6Bg5a (@CNWGroup Blog)

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  • BizNetCentral 13:3 PDT on Sep 9, 2010

    RT @Cheryl_Hilpert: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom via @AlexandraG @CNWgroup

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  • Cheryl_Hilpert 12:55 PDT on Sep 9, 2010

    3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom via @AlexandraG @CNWgroup

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  • _AlexandraG 12:48 PDT on Sep 9, 2010

    RT @CNWgroup 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • CPRSOttawaGat 12:13 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • vincentwhite 12:13 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • PRWestcoast 12:8 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • lauriesmith 12:8 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • MarieMould 10:31 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • djfom 10:27 PDT on Sep 9, 2010

    RT @amandalaird: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • FACEwireless 9:53 PDT on Sep 9, 2010

    RT @CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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  • juphilpott 9:20 PDT on Sep 9, 2010

    RT @ CNWGroup: 3 lessons for #PR Pros from @DigitalJournal’s Future of Media: http://ow.ly/2BP3x #djfom

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