Source:
https://www.podbean.com/eau/pb-8irv9-15a471e
It’s no secret the media landscape is changing and it’s only intensifying the effect on how PR pros do media relations. In this episode we talk about taking the time to evaluate our tactics and get creative to reach our client’s audiences.
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Transcript
Speaker 1: Thank you for joining us for this episode of That Solo Life, the podcast for PR pros and marketers who work for themselves, people like me, Michelle Kane, with VoiceMatters and my wonderful co-host, Karen Swim of Solo PR Pro. Hi Karen, how are you doing today?
Speaker 2: Hello, Michelle. I'm doing good. We are currently in the month of March. I had a client that was asking me for Q1 stuff this week and I'm like, yeah, I'm going to give it to you when Q one's over. And they were like, it's still March. And I'm like, it barely started so that many people are feeling exactly like my client.
Speaker 1: Yes, yes. I've had to remind myself what month, wait. Oh, okay.
Speaker 2: It seems to be running over us. It's not that it seems like it's later in the month, it just feels like it's running over us and then backing up in reverse and doing it again.
Speaker 1: Yeah. Yeah. I wonder if it's that we're just so eager to maybe get through this calendar year for many reasons or maybe just afraid of falling behind. I don't know. There are a lot of factors at work, I think. Yeah, stuff's been a lot. It's been a lot. And to add to that, I mean we talk about this often about how our job is as the storytellers for our clients to really sing their news and their praises and their efforts and how the media landscape has changed. And it's really even changed that I've seen on the hyper-local level that what used to be the extremely low hanging fruit of Yay you gave so-and-so a something, lemme send a picture and it would be an easy get. And it's not so much anymore, which in a way it's been kind of fun to pull back and think, alright, challenge time, how do we get more creative about telling our story to the people we want to see and hear it? So we thought we'd riff about that a little bit because I'm sure many of you out there are experiencing that on a number of levels
Speaker 2: To say the least. Media relations has undergone a significant shift and a lot of that is really due to the shrinking number of outlets and the lack of money with publications. So in addition to layoffs, there's just fewer publications altogether. And then publications that even used to be free are now charging. So you can get in there if you for a fee, but then that really harms organizations like nonprofits and smaller companies that had a fair shot at doing some of those things. And those publications targeted their audience. I mean, I think the other thing, Michelle, and I'm sure that you're seeing this, is we really do have to take a step back and say, where's our audience at these days? Because it used to be pretty clear cut, but I feel like that is changing so much. And it's because coupled with the shrinking media outlets is that consumers do not trust institutions. They don't trust employers, they don't trust companies, they don't trust media outlets. And so where are people really going for their information,
Speaker 1: Right? Because we also know that while some may give social media as the easy answer, that's not the complete picture either. There are people that you might think, oh, I bet you're on Facebook who don't have Facebook accounts, or are you doing TikTok? Are you not doing TikTok? So you really do. It's not as simple as it was not too long ago.
Speaker 1: And I think in many ways, perhaps the answer is in hyper targeting your digital advertising efforts, but that's a whole other conversation for a whole other day. But perhaps even doing that to an extent with your information. I mean one perhaps snooze worthy example is just the small thing of, okay, you have a client that yes, they still want to grow their Facebook page, that's great. But I have found over the last couple of years it's far more effective if I use interesting, informative content than the blah like my page ad. People don't they want. So people want to interact with your information. It's like you say, it's finding them and making sure that we are in front of them and keeping in mind that any given client's audience is in a multitude of different segments at any given time. You've got the casual people, the ready to make a move. People, I don't even know who you are people.
Speaker 2: And I think it's also important because of all the ch
