Content, Not Tech, Future of Media Relations

Technology will always evolve, but content (and connection) will always be king.

Judging by the bazillions of hours people spend on their tablets, smartphones and laptops, you’d think most people get most of their news from the Internet. But according to a poll by the Pew Research Center, 66% of Americans still get most of their news from television.  And although 43% of Americans said they now get most of their news from the Internet (people were allowed to name up to two sources), what does that really mean to companies and organizations trying to work with the media? I say not much.

People often ask me in our media training sessions if the tried-and-true interviewing techniques and tactics that we have taught our clients for nearly 15 years still work in the digital age. My response is to answer their question with another question: ‘When you get your news ‘from the Internet where do you get it?’  95% of the time I bet you get it from a TV station’s or newspaper’s website. The method in which ‘we digest our news may be changing, but the news gathering process has not.  Five years from now TV sets and printed newspapers may go the way of telegraph, but you’ll still have journalists sweating to make deadlines and being as grumpy as ever.

Content, not technology, is king and always will be.  A human being still has to interview you, shoot and edit the video, write the words, pick the sound bites. After all what is a website, blog, video channel, etc. without content?   Surely not very interesting and surely not somewhere you’d want to be.

Anthony Huey is president of Reputation Management Associates, a media, speech and crisis communications consulting and training firm.  He speaks nationally on a number of timely communications topics for a wide range of industries.

Where in the World is Anthony?

Worked today in Richmond, VA with the executive team of a global chemical co. Crisis communications tip 46: Positive news stories NOW will protect your organization's reputation during a future crisis. Start building a "reservoir of goodwill." Think of it as a crisis "vaccine"

Gave keynote today in Seattle at a State CIO conference. Communication tip 56: If you find yourself rambling, say outloud, "and my point is..." It will refocus you.

Spent the day in New Jersey working with a fantastic mechanical contractor. Sales Tip 19: Keep Q&A responses 30-45 seconds long. Too long of a response waters down key points. Prioritize!

Spoke at two different events today in Cincinnati. Headed to New Jersey. Team presenting tip 17: Script intentional "interruptions" to reinforce key points and keep people paying attention. It's an artform that will take your presentations to a higher level.

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