Bad PR Pitching Results in Media Backlash
The media business has changed so dramatically over the past 5 to 10 years.
In fact, some would argue that it has change more dramatically in the past year than it has in the past 10 years. Thanks to the popularity of social media, consumers are driven online to digest what's happening in the world, in real time.
So, what does this mean for journalists?
They no longer are expected to write one 1,000 piece article per day. They now have blogging responsibilities, video segments they need to produce and oh yea, print articles to write.
Another issue in the mix is the fact that with the reliance on digital media, news outlets are experiencing crushing revenue cycles due to a steep lack of interest in paid media, i.e. advertising.
From an advertiser perspective, why bother spending thousands of dollars on print ads (or online ads for that matter) when they can leverage social media channels to have more fruitful conversations with their audience — conversations that impact sales and customer service.
From a budget perspective, it makes sense for companies to use social media (free) as a key marketing tool versus spending money on old school advertising.
The other part of the news cycle that the shrinking media business has impacted is the PR industry.
With newspapers closing, news holes shrinking and time-starved journalists, there are less and less opportunities for PR-types to plant stories
So, you can imagine the frustration that journalists feel by being under rapid fire from PR-types peddling their "news." Some PR professionals "get it." Others however, are pitching machines and as a result, are seeing backlash from the media.
As a result, we see videos like this:
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