Fast and faster. First one out with the story wins the prize.
Accuracy takes a back seat to speed.
These are among the reasons why it's a whole new world in today's mass media. The 24 hour News Cycle isn't myth,
it's a harsh reality.
There's a new breed in the newsroom.
News managers are under constant pressure to not only report the actual news, but also add sensational "sizzle" that sets their reporting and content apart from the rest. This can result in a "flash mob" mentality among the media corps. Reporters are expected to "tweet" and update the station Facebook page about their stories even before they appear on air or in print. Once one outlet or reporter comes out with a story with the buzz to draw attention, the rest are almost automatically going to repeat the scenario. This phenomenon feeds on itself. Even if the original story proves to be partially or even completely wrong, studies show that viewers who see the original story tend to retain that version.
Another factor is inexperience. Many front-line reporters today are straight out of school, or even unpaid interns. As media corporations constantly strive to cut costs and "do more with less", the people asking the questions or holding the microphones and cameras are less prepared to make mature, informed decisions about relating or interpreting what's being said. The problem can become severe. The Wall Street Journal recently
fired an intern who had fabricated multiple details of a story published by the Journal. Another WSJ story was then called into question, also found to contain unverifiable elements. This same intern had previously worked at other major news outlets. Your news event, even your entire image can become a casualty of this trend. Readers and viewers trust a news source out of habit, not realizing that the people reporting the stories may no longer be doing the legwork necessary to insure accuracy and fairness. Opinion, facts and even outright falsehoods are becoming less distinguishable.
it's a harsh reality.
There's a new breed in the newsroom.
News managers are under constant pressure to not only report the actual news, but also add sensational "sizzle" that sets their reporting and content apart from the rest. This can result in a "flash mob" mentality among the media corps. Reporters are expected to "tweet" and update the station Facebook page about their stories even before they appear on air or in print. Once one outlet or reporter comes out with a story with the buzz to draw attention, the rest are almost automatically going to repeat the scenario. This phenomenon feeds on itself. Even if the original story proves to be partially or even completely wrong, studies show that viewers who see the original story tend to retain that version.
Another factor is inexperience. Many front-line reporters today are straight out of school, or even unpaid interns. As media corporations constantly strive to cut costs and "do more with less", the people asking the questions or holding the microphones and cameras are less prepared to make mature, informed decisions about relating or interpreting what's being said. The problem can become severe. The Wall Street Journal recently
fired an intern who had fabricated multiple details of a story published by the Journal. Another WSJ story was then called into question, also found to contain unverifiable elements. This same intern had previously worked at other major news outlets. Your news event, even your entire image can become a casualty of this trend. Readers and viewers trust a news source out of habit, not realizing that the people reporting the stories may no longer be doing the legwork necessary to insure accuracy and fairness. Opinion, facts and even outright falsehoods are becoming less distinguishable.
The first impression is critical.
How long will you have to get your message across in the media?
The clear answer is: not long. Sometimes only hours. Valuable and useful information is perishable. With every passing minute, the nature and perception of a news story changes. They key is to keep ahead of the curve, and best way to do that is to have the right guide.
If you have good news such as a new product launch or the announcement of a corporate expansion, you might try the standard process of faxing out a "press release" to all the pertinent news outlets. There's a very good chance you'll be ignored. Newsrooms receive dozens of press release faxes each day, and most are only glanced at, if even that. The majority are scooped straight into the trash. This is the reality. News managers regard this kind of information as advertising, not news. If you want to get your positive story on the air and into print, your story must become newsworthy. In addition, you have to make direct contact with assignment editors, producers, anchors and reporters. MediaVectors is expert at this. We know who to call, and our calls are answered. That's because our team members already know the assignment editor, news reporter, columnist or blogger they're contacting. We know how to help the news professional solve his or her daily problem: "What's my story going to be today?"
The clear answer is: not long. Sometimes only hours. Valuable and useful information is perishable. With every passing minute, the nature and perception of a news story changes. They key is to keep ahead of the curve, and best way to do that is to have the right guide.
If you have good news such as a new product launch or the announcement of a corporate expansion, you might try the standard process of faxing out a "press release" to all the pertinent news outlets. There's a very good chance you'll be ignored. Newsrooms receive dozens of press release faxes each day, and most are only glanced at, if even that. The majority are scooped straight into the trash. This is the reality. News managers regard this kind of information as advertising, not news. If you want to get your positive story on the air and into print, your story must become newsworthy. In addition, you have to make direct contact with assignment editors, producers, anchors and reporters. MediaVectors is expert at this. We know who to call, and our calls are answered. That's because our team members already know the assignment editor, news reporter, columnist or blogger they're contacting. We know how to help the news professional solve his or her daily problem: "What's my story going to be today?"
A crisis is fundamentally different.
Your response must be nimble, fully thought out, and configured for the most likely follow-on developments.
How often have we seen a public figure or corporate entity implode right before our eyes because a few wrong answers are given or improper delays in making statements take place? This disastrous situation can be avoided, and we'll help you make preparations to aggressively respond when something goes wrong. If you're faced with a crisis, we'll be by your side to guide you each step of the way.
How often have we seen a public figure or corporate entity implode right before our eyes because a few wrong answers are given or improper delays in making statements take place? This disastrous situation can be avoided, and we'll help you make preparations to aggressively respond when something goes wrong. If you're faced with a crisis, we'll be by your side to guide you each step of the way.