Media Today
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Audiences are disloyal and disaggregated.
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Competition
Current Best Practice Tips and Interesting Facts
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Videos are a growing part of the media
landscape. Keep them under 2 ½ minutes with 60 seconds a reasonable general
target.
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Defend, but don’t extend negative stories. Don’t
give negative stories any exposure than necessary/minimal direct rebuttal.
o
Insure that all defenders are on the same
messages.
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National US media now target the 8th
grade reading level.
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Making the call to the media is better than
getting the call from them.
o
Note however:
o
Be George Clooney not a Kardashian.
§
George Clooney picks his media spots, a
Kardashian or one of their body parts seems to be everywhere all the time.
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Saturday radio from 7 AM through 1 PM is the
equivalent to midday/weekdays in terms of rating.
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Stories are essentially about Characters
(People) who overcome obstacles to achieve a worthy outcome.
·
Key angles for attractive stories:
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Conflict
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Authenticity
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Perspective – become a resource
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Characteristics of desirable stories:
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You can’t Google them.
o
They put the selected medium ahead of their
competition.
o
It’s new, not the same as previous items.
o
Bears in mind that each approver (Exec Producer,
News Director, etc.) has their own agenda and biases.
·
Stories resonate when:
o
They have an emotional connection – compelling
personal stories.
o
Impact the audience
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Viewer Benefit
o
Empower the viewer
o
Don’t waste the viewer’s time.
o
Put a face on the data
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Use digital platforms for videos – e.g. FaceBook
·
Types of Today’s Media
o
P Paid
Media
o
E Earned
Media
o
S Shared
Media
o
O Owned
Media
The Future of Media
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The future of media is immersive and visual. The
NY Times cardboard viewer is a preview of what is to come. People want to
engage more of their senses to be a part of the action rather than just a
viewer.
Photo Source: http://www.toublanc.info/newsboy/newsboy-clip-art-public-domain
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