There was a great article in the FT’s Inside Business section by the paper’s media editor, Andrew Edgcliffe-Johnson. Describing how newsrooms have shrunk, he looks at how services such as PR Newswire (owned by UBM plc) are responding and how it sees its future being driven by digital syndication, social media and search engine optimisation. As we have commented before in our blog, a rethink has started for press releases as multimedia content to help feed the growing number and variety of news outlets online. Edgcliffe-Johnson argues that “search and social media trends suggest corporate content will only grow”.
So not only do we now need to be aware that the majority of news is ‘broken’ online, but that how we package up that news into deeper content will increasingly make a difference. This will have an impact not only in how this might be facilitated both client and agency side, but also that the content must be credible and ‘watchable’.
There will be a need closer integration of advertising, digital marketing, PR and investor relations concludes Edgcliffe-Johnson.
See the article in the FT here. (registration required)
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