I have co-authored a new book Newsworthy: Media Relations Without the Spin. The focus is on how organizations can, and should, work with mainstream and other media to get their message out. I've put an excerpt below I hope will be of interest to authors looking to better understand how to garner coverage and to readers itching for a little insight into how the news, hard and soft, is created today.
Times have changed. Online sources have opened up a new and often affordable world for individuals looking to access information and contribute to the information age. Mainstream media formats are no longer considered essential by many even if they are still primary sources of information for some.
The move to digital has had significant implications for
journalists and other information providers. Speed is of the essence. This
means, on the one hand, we get news more quickly and get to keep up to date on issues
as they emerge and as they change. On the other hand, speed also means errors,
confusion, corrections. Audiences are suspect. The Reuters Institute 2024
Digital News Report found that concern about accuracy had risen globally three
percentage points in the past year to 59 percent. The level of concern is even
higher in the United States at 72 percent.
Digital media is
also global media. Events happening around the world are reported on
with the same speed as local news. We no longer wait for news from overseas. It
is only a click away.
This often means digital media is using information, photos,
and links from mainstream, or legacy, media. Digital media may do less actual
reporting and more distributing. When you’re considering where to pitch,
consider that.
The demand for immediacy—and the expectation that this
demand will be met—has put pressure on journalists and others to report
quickly, often at breakneck speed. There is equal pressure to report over
diverse media. Journalists covering a trial, for instance, will be expected to
tweet about events, post updates, take pics, and perhaps even offer commentary.
One journalist we know remembered with dismay ducking out of a courtroom to
post something on the media outlet’s socials only to return and discover a key
piece of evidence had been introduced in their absence.
The new world of media is a new world for those reporting on
it as well.
Another major change is the move from specialist to
generalist. For larger media outlets, it was common to have reporters dedicated
to sports, movies, entertainment, politics. They got to know these sectors and
could report authoritatively. Today, specialization has given way to generalization
for many media, including larger companies. This means a journalist may be
reporting on a medical breakthrough on Monday, the verdict in a criminal trial
on Tuesday, and puppy yoga on Wednesday.
Fewer reporters, camera operators, editors, producers,
production staff means a new way of working for many. Reporters now often do
their own camera work. One TV morning show we are familiar with has no camera
operator at all. Instead, a stationary camera is set up in one specific
location and all interviews are conducted from behind a desk. Another brings a
smartphone with him to conduct interviews by setting the phone up and pressing
record.
Those being interviewed are limited in what they can show
and do without stepping outside stationary camera range.














