The media landscape is changing. This is not breaking news: anyone who works in the PR or media industry knows this. But while this is true, and as we move towards a world in which businesses of all types and sizes are becoming their own publisher, certain habits die hard – habits like considering a cover story in The Wall Street Journal to be the ultimate PR accomplishment.
It’s easy to understand how that habit formed: many top-level executives read The Wall Street Journal on a daily basis, and therefore they want their PR departments (and the agencies they work with) to land that prized coverage. As a result, PR pros have been conditioned to put marquee business press coverage on a pedestal. And look, this can be warranted! Perhaps your clients’ prospective customers are just like your clients’ CEOs and do read the WSJ every day – in which case coverage in the Journal is PR gold. But the likelihood is that just like most of us, the folks your clients are trying to reach are consuming content and information that influences their buying decisions in a huge variety of ways – including through social media.
Want evidence of how the landscape has changed? As of October 2014, The Wall Street Journal had a daily circulation of almost 2.3 million readers. Meanwhile, BuzzFeed draws 200 million readers each month, and 18.5 billion impressions through Facebook, Twitter and Pinterest. Turns out that many people would prefer to debate the color of a dress than dissect the growth potential of tech companies – and you and your clients need to adapt accordingly.
Again, a marquee piece of business press coverage can be hugely valuable, but if you’re not questioning why it might not be the best fit for your clients’ needs, you haven’t adjusted to the new media landscape – and might be leaving some huge PR opportunities on the table.