JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Summit. I’m here with Colin.
Colin, will you please introduce yourself?
COLIN MOFFETT: Sure. I’m Colin Moffett. I work for Weber Shandwick, and I’m a senior vice president on the digital communications team.
BURKE: Colin, thanks so much. And what is your advice for people as far as that shift in mentality of now becoming the newsmakers? What are the tips and takeaways that you have?
MOFFETT: Yeah. I think it’s, you know, more than anything else, it’s a–it’s a shift in thinking. It’s a shift away from being, you know, more of a press shop, where you’re–where you’re trying to place information and get other people to tell your story, and really becoming a story you’re telling yourself and thinking like a newsroom and thinking like a channel and creating content, being–having an editorial process, thinking through the editorial calendar, you know, getting content out there in different ways, different types of content, getting it out over different channels and really getting it in front of the people you need to get it in front of, as well as using the media and–to carry that story. But really using the sort of entire media landscape to make sure that your story gets where it needs to get.
BURKE: It’s definitely a paradigm shift that we’re all in communications trying to get our head around.
BURKE: Where can people find you online and in social media, Colin?
MOFFETT: Sure. They can find me at Twitter @cmoffett, C-M-O-F-F-E-T-T, and I can talk to people there.
BURKE: Great. Thanks so much.
MOFFETT: All right.