Gap Global Chief Marketing Officer Seth Farbman contends that marketers are “more honest” and transparent than journalists.
“In journalism, I always had the sense that I was creating information, but the real purpose of that information was to sell something – to sell newspapers and ad space,” he said today during a question-and-answer session during the Ad Age Digital Conference in New York.
NY Times, 8/1/10
There are few professional relationships that seesaw between love and hate more than those of public relations people and journalists. While they provide valuable help to each other at times, they rarely need the same things at the same time.
With NewsBasis, companies, public relations agencies and academics can search for questions or be notified by e-mail when someone posts a relevant query.
Part of the problem is that while technology is transforming the industry, communication between P.R. firms and reporters is stuck in the past. The main tool of the $6 billion-a-year publicity trade is still the telephone, and many hours are wasted while publicists cold-call reporters with article ideas that do not interest reporters, or that might interest them at another time when they are not on deadline.
Similarly, the flurry of blind e-mail messages that publicists send often go unanswered or unread.
A new survey by the Oriella PR Network, an alliance of 15 PR agencies around the world, reveals a number of interesting data points regarding how digital media has changed the nature of news-gathering.
The survey, completed in May and June 2010, included 750 journalists in 15 countries. Over fifty per cent of the journalists surveyed believe their titles will shift to online-only.
But despite the rapidly changing landscape and talk of the death of the press release, “traditional” tactics such as an emailed press release are still effective. 75% of respondents said that an emailed press release is useful to receive from PR professionals, assuming the content is “high quality and well targeted.”