Know your media?
I remember when I started my first job in tech PR one of my objectives was to read and get to know the pile of publications that came through the door every day. It seemed an impossible task but, after spending many a day in shock that titles such as "Computer Weekly" and "IT Week" (RIP) not only existed but were widely read, I started to get to grips with the kinds of stories they covered and who wrote them. To this day I'm proud of the knowledge I have built up, not only of top tier IT and business press but also of some of the more interesting vertical titles - ask me anything - go on I dare you…
The memory of how daunting the task of learning about the media stays with me so I'm pretty understanding when grads come in and they are fresh to the challenge of working out who edits what and how many publications freelancers cover. However, I am totally gobsmacked at the number of people who seem to get by in this industry with a mere top level view of the publications and expect just junior staff to have an insight into what is really covered. How can you direct an account and manage a client's expectations without understanding what makes your target media tick?
I'm yet to meet an editor or journalist who won't spend time catching up and filling me on changes in direction on a publication. Keeping up to date is vital, particularly in this continually changing media environment and with growth of blogging as a way to communicate outside of traditional magazines and online news outlets.
A good knowledge of media and journalists is not rocket science - but it is the very heart of successful PR.
The memory of how daunting the task of learning about the media stays with me so I'm pretty understanding when grads come in and they are fresh to the challenge of working out who edits what and how many publications freelancers cover. However, I am totally gobsmacked at the number of people who seem to get by in this industry with a mere top level view of the publications and expect just junior staff to have an insight into what is really covered. How can you direct an account and manage a client's expectations without understanding what makes your target media tick?
I'm yet to meet an editor or journalist who won't spend time catching up and filling me on changes in direction on a publication. Keeping up to date is vital, particularly in this continually changing media environment and with growth of blogging as a way to communicate outside of traditional magazines and online news outlets.
A good knowledge of media and journalists is not rocket science - but it is the very heart of successful PR.
Labels: computer weekly, IT Week, social media, tech pr
posted by SUSE AND THE CITY at
03:48
3 Comments:
Quite right - some PRs spend too much time on the likes of Twitter (it's useful, but can take over) but never listen to R4 or 5 in the mornings and only read the trade press when they have to. What use is that to a client, or their careers?
I agree. When I first started out in PR my boss used to fire pop quizes at me asking who wrote about security at X publication or who covers retail ast Y. Like your goodself that knowledge has stayed with me and I am proud of how it helps me work smart each and every day. I now use a similar test with all of our graduates.
Couldn't agree more....one of the things I spend a lot of time doing is keeping up with my own media knowledge and trying to instil a media culture amongst junior PR consutlants in the agency. Disagree with Mr Earl though, twitter is a great way of keeping on top of media likes and dislikes as well as breaking news and subsequent analysis. IMO it makes keeping on top of blogs and articles from key journalists and analysts a lot easier but I guess it depends on who you are following.
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