Mainstream media has a public relations problem.
A recent Suffolk University/USA Today survey found that the media has a lower favorable rating than the President. Adding to that negative perception is a recent Harvard-Harris poll that showed two-thirds of Americans believe that mainstream media is packed with fake news, signifying an all-time low in public trust of news organizations.
Perception is reality and the reality is that the media is bogged down in a serious credibility crisis.
However, print, broadcast and online media are still important channels for business owners and entrepreneurs to try and leverage, especially in light of the fact that despite these trust issues, more than three-quarters of consumers still rely on their preferred news outlets.
Given this duality, here are some insights to help marketeers convey their messages via media outlets.
1. The media is biased — toward controversy.
As a former reporter, I can absolutely attest to the fact that the media has a very clear bias regarding the news they cover. However, these stories are not biased toward left-leaning liberals or right-wing conservatives. The media is merely biased toward controversy.
That’s what they want and that’s what they cover. The more controversial the better. Understanding this fact can help in structuring your message and developing an effective media pitch.
2. Timeliness is key.
The definition of the word “news” is that it’s the plural form of new. The media’s primary focus is to report the latest and most meaningful developments that will have the greatest impact on their respective…
