Source: Grey.com - We find ourselves operating in a time without precedent. During most of our business and personal lives, we have had some point of reference from the past from which to draw strength and ideas as to how to proceed and persevere during troubled times.
And while some industries and professions struggle to determine the relevance of the work that they do on a day-to-day basis, as communications professionals we find ourselves with the added weight of knowing that what we do, and how we do it, is squarely in the public eye. Therefore, like it or not, how we adapt and proceed will have a significant impact on much more than just our industry.
We are operating in a media environment where the attention of producers, reporters and editors has taken a dramatic shift. While the launch of a new handheld device may have been top line news in August of 2001, the event has a far different significance and carries different weight today. True, there are still consumer reporters, industry trades and business publications to which this is big news. But the weight of it on the grander scheme of things, as well as its likelihood to make a national news splash, has changed significantly.
The media is now more focused on reporting on threats to our borders, airline security and safety, military operations, and international politics. Many would agree that for the public conscience and our general need for information, this is not a bad thing. But the other reality is that for our profession, we are going to have a much more difficult time getting the attention of the media and the nation.
How do we help our clients break through this significant shift of attention? How do we make a compelling case for a news outlet to cover the latest technology or consumer product advancement when war is being waged?
The answer is, we go back to the basics.
Now more than ever, sound public relations fundamentals are keys to successful client service. And our approach with the media must be, as it always should be, relevant, creative, and sensible. But we also need to be extremely mindful of the changing world around us, and to what extent that impacts our clients, their products and our approach to business.
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18.02.2002