Posts Tagged ‘cycle’

2010 PR News Media Relations: Ed Markey, GoodYear North America, and Geoffrey Phelps, Coyne PR, Interviewed by Johna Burke, BurrellesLuce

Wednesday, September 29th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Summit. I’m joined by Ed and Geoff.

Will you gentlemen please introduce yourself?

ED MARKEY: Sure. I’m Ed Markey, vice president of communications for Goodyear’s North American tire business.

GEOFFREY PHELPS: And I’m Geoffrey Phelps, vice president at Coyne Public Relations in Parsippany, New Jersey.

BURKE: And you gentlemen just gave a great presentation about targeting your influencers and how you work with them. Can you please talk a little bit about how you target and work with the media in social media, like your bloggers, and the traditional media?

PHELPS: Well, one of the key things that we talked about today was in the past Goodyear had not approached bloggers. And we had a product that was specifically–the target demographic for that was specifically looking for a lot of their information online, on blogs, and they like to discover things.

So what we realized is there were key influencers in the blogs that we needed to talk to in addition to the traditional print media. So we looked at doing two launch events, one for traditional print media and one for bloggers, giving them the same sort of experience, but understanding that we had to treat the online media a little bit different; understanding that they have video-heavy needs, in many cases, that they have very, very fast turnarounds. They need everything electronically. Their time cycle is a lot faster.

MARKEY: It’s very similar to the different way you might treat consumers. You have to be credible. You have to create an environment where your word is credible, it’s believable, but where they can discover what you’re trying to tell them on their own. They can experience it and feel it on their own and really kind of take it and make it theirs, as opposed to you just pushing out the message. You want to create an environment that makes it easy for you to do your business and for them to get the story they need.

BURKE: Those are great tips for media relations and PR practitioners, and thank you so much. Where can people find you online and in social media?

MARKEY: Well, you can follow the Goodyear Blimp on Facebook. Please come and join us there.

PHELPS: And for Coyne PR, you can visit our website, it’s And we also have a blog, and we have lots of other tips and advice up there, as well.

BURKE: Thank you so much.

PHELPS: Thank you.

MARKEY: Thank you. 

News Organizations Sometimes Bend the Rules of Engagement to Keep Up with Today’s Frenetic Pace of News Cycles.

Wednesday, July 21st, 2010

The 24 hour news cycle is nothing new. It started in 1980 with the launch of CNN, the very first 24 hour news channel. Prior to cable news we relied on the newspaper, radio, or the evening news broadcast to find out what was happening in the world. And if a big story broke during the day or after the news broadcast chances were we would be informed by having our favorite TV show interrupted with a special report from the affiliate’s newsroom.

Over the last few years, however, the rate at which we receive the news has been accelerating and, believe it or not, promises to become even more immediate. Some news organizations are applying extreme and sometimes controversial business practices to keep up with this increasing pace and to survive in the highly competitive online news space.

With more pressure to deliver content to their followers, organizations like Politico and Gawker are helping to ratchet up the intensity to an even higher level when it comes to reporting the news. Pre-dawn start times at agencies tortoise_Hare1along with bonuses tied to the number of pageviews a reporter’s story garners are adding to the sense of urgency in which a story is posted online. Tracking how many people view articles online is becoming a higher priority not only at new media, but old media as well – creating an environment to see who can post the most exclusive stories the fastest.

As a result, when a major national story is in the midst of breaking news, the rules of engagement sometimes become a bit blurred, with more outlets favoring “cut and paste reporting” over actual journalism. Last month Rolling Stone magazine was about to post the General McChrystal story in which he and his aids were critical of the White House – first sending an advanced copy of the story to the Associated Press (customary for magazines trying to promote a story) with some restrictions. But before Rolling Stone had a chance to publish the story on their website, on their scheduled date, two major websites (Politico and decided to post a PDF of the entire story to their respective sites.  

Although it was seen by some as a breach of copyright and professional best practices, both companies explained that they posted the story as it was unfolding. Since Rolling Stone didn’t immediately post the article itself they decided to move forward on their own.  Eric Bates, executive editor of Rolling Stone, didn’t see it that way. Voicing his concern not only from his magazine’s perspective but from an industry perspective, he called it a “transitional moment,” adding, “What these two media organizations did was off the charts. They took something that was in pre-published form, sent to other media organizations with specific restrictions, and just put it up.”

However, the exhausting pace of online news isn’t just taking its toll on the media organizations themselves. It is also coming at a price to the individuals supplying the content. The longer hours and added pressure to constantly come up with exclusive stories has contributed to an increased turnover of staff at online news organizations with more journalists facing burnout at a younger age. A dozen reporters recently left Politico in the first half of this year and it’s very common for an editor to leave Gawker after just one year.

While some may debate the future of the media, one thing is certain: The online media race is on.  I’m just not sure if slow and steady wins this one.

Do you think that the media and their audiences, are biting off more news than they can chew?  As a public relations professional, what do you think about news organizations bending the rules of engagement to keep up with today’s frenetic pace of news and how does this impact the way you conduct media relations? If you’re a journalist or blogger, how are you handling the added pressure of constantly having to deliver? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.