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Does your organisation take advantage of the opportunity journalist provide you to build your reputation, or is your approach more a ‘small target’ approach? No matter how you see the media and your approach to engaging (or not engaging) with them, they have power and sway over how you are perceived.
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The upside of engaging with journalists
Journalists are storytellers. They have four beats (e.g., travel, business, finance, fashion) that they have to cover. Most have to create 4 to 5 new stories each week. They need to find images to illustrate those stories. More than 70% of their story ideas come from online searches. Having a newsroom where they can seek all they need to start, finish, and illustrate their stories allows you to amplify your message and stories across more channels and touchpoints for free.
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The downside of not engaging with journalists
Many organisations fear the media. They try to stay off journalists’ radars, hoping to avoid negative publicity. This is a flawed strategy. If you build ongoing relationships with journalists, then if bad news breaks, you are in a much better position to tell your side of the story. If a journalist has previously used content in your online newsroom to create positive reports on your brand or organisation, then they will be more open to working more closely with you when it matters most.
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The fragility of reputations
Reputations take years to build but can be smashed in a single new cycle. True or not, a negative story can cause share prices to crash, induvial reputations can be dragged through the mud and public opinions to turn. You need to build a reserve of goodwill in the media and with induvial journalists. To do that, you need an online newsroom solution like Lookatmedia™.
