Public Relations, Journalism & the Internet: A Game-changer?
Will Brand Journalism Replace Public Relations
-
Upload
converse-digital-digital-strategy-advisors -
Category
Business
-
view
2.213 -
download
0
description
Transcript of Will Brand Journalism Replace Public Relations
![Page 1: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/1.jpg)
the walls are fallingWill Brand Journalism Replace PR?
@TomMartin
![Page 2: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/2.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2006
“”
One also gets the sense the insider feel is part of the appeal of
blogging and blog reading in the first place.
![Page 3: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/3.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2007
Citizen journalism, in short, is becoming less something that
is dismissed as the amateur hour before the professionals take the stage and more something that enriches the conversation
“”
![Page 4: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/4.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2008
Heading into 2008, Web 2.0 and citizen media have taken
root as significant elements in the news of the future. And they have become a true competitor to traditional media.
“”
![Page 5: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/5.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2009
From producing original content and commentary to sharing
and ranking news produced by professionals, citizens became an even larger part of the daily news information flow in 2008.
“”
![Page 6: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/6.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2010
The major impediment to citizen journalism success is that
the sites that do not have the financial backing of foundations, the work of professional journalists, or some supportive links with legacy media...
“”
![Page 7: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/7.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2011
In 2010, however, some of the biggest new media institutions
began to develop original newsgathering in a significant way.“”
![Page 8: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/8.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2011
In 2010, however, some of the biggest new media institutions
began to develop original newsgathering in a significant way.“”
Traditional newsrooms, meanwhile, are different places than they
were before the recession. They are smaller, their aspirations
have narrowed and their journalists are stretched thinner.
“”
![Page 9: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/9.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2011
It may be that in the digital realm the news industry is no longer in control of its own future.“ ”
![Page 10: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/10.jpg)
the walls have fallen
![Page 11: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/11.jpg)
the perfect storm
Me Too programming
Distribution Technology
Rise of the Individual
Channel vs Content
![Page 12: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/12.jpg)
me too....
![Page 13: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/13.jpg)
me too....
![Page 14: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/14.jpg)
name that network...
![Page 15: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/15.jpg)
technology has changedCopyright © 2010 Converse Digital, LLC
![Page 16: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/16.jpg)
print has changedCopyright © 2010 Converse Digital, LLC
creating a digital magazine (iPad ready)
![Page 17: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/17.jpg)
print has changedCopyright © 2010 Converse Digital, LLC
creating a digital magazine (iPad ready)
![Page 18: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/18.jpg)
print has changedCopyright © 2010 Converse Digital, LLC
creating a digital magazine (iPad ready)
![Page 19: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/19.jpg)
broadcast has changedCopyright © 2010 Converse Digital, LLC
Cost: $500K+
5 years ago
![Page 20: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/20.jpg)
broadcast has changedCopyright © 2010 Converse Digital, LLC
Cost: $20K/yr
1 year ago
![Page 21: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/21.jpg)
broadcast has changedCopyright © 2010 Converse Digital, LLC
Cost: $20K/yr
1 year ago
![Page 22: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/22.jpg)
broadcast has changedCopyright © 2010 Converse Digital, LLC
Cost: $2K
now
![Page 23: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/23.jpg)
broadcast has changedCopyright © 2010 Converse Digital, LLC
Cost: $200
now
![Page 24: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/24.jpg)
Copyright © 2010 Converse Digital, LLC
Tomorrow news will be instant
![Page 25: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/25.jpg)
Channel or Content?
Today we think in terms of CHANNEL
Tomorrow we think in terms of CONTENT
local sports weather nationalentertainment ||||
![Page 26: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/26.jpg)
Copyright © 2010 Converse Digital, LLC
content or channel?
![Page 27: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/27.jpg)
Copyright © 2010 Converse Digital, LLC
content or channel?
![Page 28: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/28.jpg)
Copyright © 2010 Converse Digital, LLC
content or channel?
![Page 29: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/29.jpg)
source: Audit Bureau of Circulations.
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 30: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/30.jpg)
source: Audit Bureau of Circulations.
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 31: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/31.jpg)
source: Audit Bureau of Circulations.
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 32: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/32.jpg)
Copyright © 2010 Converse Digital, LLC
source: Audit Bureau of Circulations.
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 33: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/33.jpg)
Copyright © 2010 Converse Digital, LLC
source: Audit Bureau of Circulations.
Pete founded Mashable in 2005 as a blog
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 34: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/34.jpg)
Copyright © 2010 Converse Digital, LLC
Mashable’s 13 million monthly unique visitors and 4 million social media followers
![Page 35: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/35.jpg)
Man or Media?Copyright © 2010 Converse Digital, LLC
citizen journalist is alive and well
![Page 36: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/36.jpg)
Man or Media?Copyright © 2010 Converse Digital, LLC
![Page 37: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/37.jpg)
the perfect storm
![Page 38: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/38.jpg)
the perfect future
All Things Digital
Photography
Videography
Product Reviews
How To’s
Portfolios
Competitions
Computers
Mobile
Televisions
Stereo
Product Reviews
Latest News
Tech Schools
Ask The Pro
Product Reviews
Compare Shop
Current News
Technology Breakdown
![Page 39: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/39.jpg)
the perfect future
All Things Digital
Photography
Videography
Product Reviews
How To’s
Portfolios
Competitions
Computers
Mobile
Televisions
Stereo
Product Reviews
Latest News
Tech Schools
Ask The Pro
Product Reviews
Compare Shop
Current News
Technology Breakdown
![Page 40: Will Brand Journalism Replace Public Relations](https://reader035.fdocuments.us/reader035/viewer/2022062613/540901888d7f7263058b45e5/html5/thumbnails/40.jpg)
Copyright © 2010 Converse Digital, LLC
State of the Media Report 2010
The major impediment to citizen brand journalism success is
that the sites that do not have the financial backing of
foundations, the work of professional journalists, or some
supportive links with legacy media...
“”
105,000 jobs were lost in newspapers between 2001 and 2008.