PAN Communications prSPEAK

Filed under “We Saw This Coming.”  The future of journalism is social, says a new research report conducted by the Society for New Communications Research Symposim (SNCR).  A sneak peek of the final study results (to be released in the spring of 2009) analyzed the effects of social media on journalism and revealed what most of us in PR have known for a while: Millennial journalists won’t leave their facebook pages at the door when they come to work.

In fact, not only won’t they leave their facebook pages alone during work, young journalists are likely to be using facebook for work.  Fully 100 percent of the Millennial respondents to the SNCR’s survey showed they believe “new media and communications tools are enhancing journalism, vs. 40 percent in the 50-64 year old demographic.”   While this disparity isn’t surprising, it is interesting to note respondents were likely trained by the latter group both in college and in the early years of their profession.

If we thought PR has had difficulty adapting to social media, just imagine the chaos today’s in editorial departments.  On the one hand, social media is not-so-slowly strangling the mainstream media’s lifeblood.  On the other, young journalists are cozying up to social media to help them do their jobs.

Key findings of the study include:

* 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic

* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds

* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds

Key findings among all journalists:

* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization.

So it’s not a leap to understand why millennials are turning to social media to help them do their jobs, these tools foster a deeper level of interaction while at the same time broadening one’s reach.  Just as in PR, relationships count for journalists.  Why wouldn’t it make sense for a reporter to directly connect with a source via facebook or LinkedIn?

The challenge on the PR side is for millennials keep up with their journalist peers.  Not long ago I addressed part of this issue and got a great response from Megan Maguire, a millennial working for the Medical Records Institute (link down at the time of this post) here in Boston.    Her point: “older” <ahem> PR professionals have to show the millennials it’s okay to bring their leisure time experience with social media into the workplace.

Where millennials might not have been comfortable doing that before because they thought social media was perceived by management as “toys,” I’m sure I’m not the first to say that’s not the case now (if it ever was).  Young journalists inevitably grow up to be older journalists, and they’re not giving up their social media.  The SNCR’s report underlines the fact that both younger and older PR professionals have to embrace Twitter, facebook, Linked In, blogging, etc. to stay relevant.  If not for yourself, then do it for the kids.

- Joel

Anyone? 

growing up in Connecticut – this was the state lotto commissions tagline (as I am sure it is in other states). but this statement rings true across a number of avenues, especially in the business and communications world (not just quick pick junkies). sometimes a company will get miffed by postings on a blog or on a web site that puts down their product/company/management team or on the flip side be overjoyed when something good is said about them – but what companies don’t know (or want to admit) is that they need to participate in these discussions to further the discussion and not stand on the sideline.  so whether it is run out of the communications department or marketing side of your organization, take advantage of the online discussions that are going on and either thank your loyal customers or correct those that are in the mudslinging business – you’ll be happy you did.

What are you doing with the blogs today? Do you know what is being said about your company?

sideline

WIth the economy still trying to find its way, we in the PR industry are faced with proving our value on a regular basis because a lot of times there are decisions made within our clients organization that even our marketing contacts aren’t aware of. So what we’re doing with a lot of our clients today is the traditional media relations, analysts, messaging, speaking engagements, etc. but we’re also extending our value and services by helping our clients reach the niche communities who end up being – ta da – their real customers, the end users. There are many tools that your company and your PR team can utilize to reach these audiences and market yourself right to them – so don’t get stuck in the traditional need to do A, B, and C public relations program. Open it up a bit and use your agency to open new doors and avenues for you – now is the time to try something new because each day we see more changes and who knows what tomorrow will bring. So talk to your PR team and get their thoughts on what else they can be doing to help further your position or to get that unique spotlight put on the company.

Good read from George Colony’s blog at Forrester last week. In his post he talks about stabilization within the technology sector – no huge growths, but flat to steady growths mainly due to technologies impact on everyday business and consumers today.