Long gone are the days of adjusting to a digital environment, we are living in the digital age. The impact of, and access to, digital technology has transformed how we work, how we communicate, and which platforms we use when seeking information. Recently noted in a Pew Research study of 5,000 U.S. adults, these changing habits are also shaping Americans’ preferred path to local news. The survey reveals a growing number of Americans prefer to get their news online instead of TV or in print. Interestingly, topping the shortlist of most trusted sources of information are friends, families, and neighbors, second to that are TV stations, followed by radio stations and online forums. Despite this, Pew researchers say Americans still value local news and local journalists, with three-in-ten survey respondents wishing more local reporters advocated for change in their communities.
Here at The Perry Group, we know the value of earned media. Several of our experienced public relations professionals have first-hand knowledge of the relationship between journalists and their communities. That’s because many of us started our careers inside a newsroom. Whether it’s television, radio, or print, we’ve been there – scanning through pitches, chasing stories, gathering elements, and conducting interviews to then synthesize information from multiple sources, at times, in lighting speed.
It’s no secret that the news is changing, and technology has been the driving force behind the media’s convergence. The result: thinning newsrooms that are finding ways to do more with less and communities that rely more on social media and national outlets for news. As such, a crucial part of your PR strategy should include building relationships with journalists, creating compelling stories, digitizing content, and leveraging the power of social media to identify audiences.
Ultimately, the Pew analysis concludes: “Americans who feel a strong sense of connection to their community are more likely to engage with local news.” For any organization trying to use earned media to amplify its brand, using technology to connect to your audiences is your best bet.
