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IPRA XIX World Congress “If media are in such terrible decline, why is media relations in such terrific demand?” PowerPoint Presentation
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IPRA XIX World Congress “If media are in such terrible decline, why is media relations in such terrific demand?” Presented by Dix & Eaton Lima, Peru, June 2010 What we will discuss… News media are not in a state of decline Some are in decay, but many are thriving

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slide1

IPRA XIX World Congress“If media are in such terrible decline, why is media relations in such terrific demand?”

Presented by Dix & EatonLima, Peru, June 2010

what we will discuss
What we will discuss…
  • News media are not in a state of decline
    • Some are in decay, but many are thriving
  • Business model is not the actual issue
    • How you deliver unwanted news is irrelevant
  • Cheapened content is the real problem
    • Media fell into “greed trap” starting in 1990s
what we will discuss3
What we will discuss …
  • But some media are figuring this out
    • As per Bill Clinton, “It’s the content, stupid …”
  • Here is what it means for public relations
    • Content was never really king, but it is now
  • Why media relations is still in big demand
    • “Creative destruction” spawns more channels
media are not in decline
Media are not in decline …
  • Clearly certain media properties are in decay, and there is anguish at media companies about challenges they face
  • Globally, news media are not in decline as growth markets emerge in certain markets as well as for specific niches
media are not in decline5
Media are not in decline …
  • Media companies with content consumers want find they can build a “pay wall”
  • These media companies are proving to be extraordinary, and profitable, performers
  • Some are in developed nations, others are based, or succeed, in emerging markets
it s not the business model
It’s not the business model …
  • Mainstream media often are confused on how to adapt in the face of the challenges
  • Many of them think social media represent the business model required to succeed
  • So they create Facebook or Twitter links but keep pushing out the same content
it s not the business model7
It’s not the business model …
  • The problem is not developing a new business model to carry existing content
  • Few people want and almost none will pay for existing content that is not useful
  • The problem is that content has been cheapened in order to maximize profits
it s the content model
It’s the content model …
  • Media companies began to cut costs, and that includes editorial staff, 15 years ago
  • Content reduced to common denominator across all audiences and geographies
  • Profits rose fast so owners disregarded audience losses as quality dropped
  • Internet, starting with news aggregators, brought with it “creative destruction”
it s the content model9
It’s the content model …
  • Mainstream media attack aggregators, e.g. Google as “pirates” or “parasites”
  • We all use these aggregators because media do not give us what we want
  • Aggregators provide not just news but also information, and that is the difference
  • Will we pay for content? We already are
four trends that get me excited
Four trends that get me excited
  • Hyper Local
    • What is happening in each neighborhood, sometimes on every street or every block
  • Deep Analysis
    • How leaders, analysts and executives use insights to make strategic decisions
four trends that get me excited11
Four trends that get me excited
  • Online Only
    • Why specialty media succeed general media on politics, sports and more
  • Global Growth
    • Where even mainstream media proliferate as companies and consumers devour news
first trend hyper local
First Trend: Hyper Local
  • Local and daily newspapers commoditized news across their entire circulation areas
  • Loss of classified advertising to Craigslist sharpened cuts in costs and coverage
  • One result was getting news you did not want, and not getting news you did want
first trend hyper local13
First Trend: Hyper Local
  • Entrepreneurs seized on soaring demand for news, information in each community

www.pleasanton.patch.com

  • Others are Going.com, EveryBlock.com, Outside.inand Placeblogger.com
first trend hyper local14
First Trend: Hyper Local
  • Some papers grasp trend and create content for each community, as people want a “micro focus” on their own city

http://www.miamiherald.com/fort-lauderdale

second trend deep analysis
Second Trend: Deep Analysis
  • Globalization creates opportunity but also risk as decisions on faraway markets are difficult and can be “make or break”
  • Corporate executives, financial analysts demand heavily detailed insights to make right calls on products, stocks etc.
  • Bloomberg, Thomson Reuters, Dow Jones and other global services expand analysis of markets, regions, sectors
second trend deep analysis16
Second Trend: Deep Analysis
  • Bloomberg New Energy Finance …
    • One of myriad publications, newsletters or wire stories that examines just an individual industry or sector in exquisite detail …

http://www.newenergyfinance.com/

second trend deep analysis17
Second Trend: Deep Analysis
  • But wire services also create enterprise stories for broad global distribution.

Special Report: Fast machines, genes and the future of medicine

By Maggie Fox, Julie Steenhuysen and Ben Hirschler, edited by Jim Impoco

third trend online only
Third Trend: Online Only
  • As mainstream media retrench, they are leaving coverage gaps of specific beats
  • Journalists leaving old-line broadcast and print media set up new, online only, media
  • Some ventures include local media, more focus on topics of widespread interest
third trend online only19
Third Trend: Online Only
  • Investigative Journalism

Propublica.org

    • Leader is former editor for Wall Street Journal
    • Just won Pulitzer Prize, first for online media
  • Economic Issues

The Fiscal Times.com

    • Staffed entirely by former national reporters
    • Examines domestic budgets, taxes, policies
third trend online only20
Third Trend: Online Only
  • Health Care

Kaiserhealthnews.org

    • Provide in-depth coverage of health issues
    • Funded by foundation behind health insuror
  • The Sporting News

Sportingnews.com

    • Started in 1886, oldest sports media in US
    • Huge popularity enables online “pay walls”
fourth trend global growth
Fourth Trend: Global Growth
  • Vibrant media markets emerging in key regions China, India and Middle East
  • Print, broadcast, online media proliferate, fueled by strong advertising growth
  • Many are local language – 21 TV networks across in 3 different languages in India
  • But many are in English to reach larger numbers of business and other groups
fourth trend global growth22
Fourth Trend: Global Growth
  • China

21cbh.com

    • 21st Century Business Herald is one of the most important media in the country
    • As with global wires, it is also moving into providing analysis via English-language web
fourth trend global growth23
Fourth Trend: Global Growth
  • India

Livemint.com

    • Joint venture involving HT (Hindustan Times) Media and The Wall Street Journal
    • Seven editions in biggest cities across India, with global, national and local business news
fourth trend global growth24
Fourth Trend: Global Growth
  • Middle East

Thenational.ae

    • Daily paper, modeled on western media, is based in UAE and covers the Gulf Region
    • One of myriad media start-ups whose staff are locals or descendants returned home
here is what this means
Here is what this means …
  • More channels available than ever before
  • More access to every individual audience
  • More credibility established with each one
  • More opportunity to deliver desired results
  • More capability to measure actual impact
  • More value demonstrated to leadership
here is what this means26
Here is what this means …
  • Media are not in terrible decline, but trends changing old media also create climate for a wider and more important media world
  • Media relations is in terrific demand as “creative destruction” brings more useful new channels and improves existing ones
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IPRA XIX World Congress“If media are in such terrible decline, why is media relations in such terrific demand?”

Presented by Dix & EatonLima, Peru, June 2010