Lunch-time is the new prime-timePR & technology

Wednesday, September 16,2009

Sarah Mathiesen

New news• Print• Television• Radio

Online

The online media have successfully superseded the traditional media as the place to turn to for

news updates

Lunch-time is the new prime-time

New news

DIY news• Self publishing/broadcasting

• Twitter• Blogs• YouTube• Social media• Viral campaigns

DIY news

DIY news

• Demonstrates the power of the internet in spreading news• PR controversy around Toohey’s 6Beers of

Separation campaignSee the clip here

So what does it mean?

The internet is a very important PR tool• information can be distributed faster and further than ever

• issues associated with distance may be eliminated

• information readily available to stakeholders, competitors and opposition

• Efficiency can lead to ‘jumping the gun’

So what does it mean?

Information dissemination has been revolutionised• Target groups are becoming increasingly more defined• Accuracy risks being up-staged by speed• PR practices must compete against more noise• PR programs need to be more innovative• PR consultants need to deliver more to journos’ laps to maximise outreach

Rich media is the keyIt appears there is a bit of confusion out there about whether PR and communications professionals can send rich media such as images, audio and video to journalists when distributing press releases and other statements...

...So I thought I would send a mass email to the PRs I deal with, to let you know how we feel at ZDNet.com.au.

In short, we feel that the age of plain text journalism is dead.

In our Sydney offices at CBS Interactive, all of our journalists have Adobe Photoshop installed on their computers, as well as audio editing software. They are issued with high-end digital SLR cameras when attending press conferences...

...So please, if you are thinking of sending us high-resolution images, audio or video of any kind, please do so...

Editor, ZD Net

Physical v Virtual launchWhile physical events are useful in strengthening news value, virtual launches can help to overcome a number of weaknesses:• May be postponed quickly if a big story threatens to overshadow• Eliminates distance• Poor weather isn’t a problem• Time is less of an issue• KOLs may mobilise for in-studio interviews

The virtual launch• KOLs• Media alert• Media release – may develop several state/industry specific versions• Backgrounders (complex topics)• KOL profiles• Video News Release (VNR)• Vision• Audio grabs• High-res images

• Tenacious pitching!

www.vivacommunications/com.au/balloon

The power of the internet• Launch of Actonel Once-a-Month (osteoporosis medication) generated more than 44 million views• On average, every Australian saw the story twice• ~30 million views were attributed to online media

Lunch-time is the new prime-time