Ten years ago, a news release could still find its way to a relatively fertile environment of healthy news outlets and well-fed reporters. Now, once your news release crosses the wire it enters a barren wilderness where journalists and news media are starving (or going bankrupt).
In this Darwinian, “survival of the fittest” environment, only the most newsworthy of releases can be expected to survive and be picked up.
Simply put, news releases aren’t generating the coverage they once did. It stands to reason then that organizations are looking for alternative ways to reach journalists and their audiences. Rather than spend money on news distribution, communication and marketing professionals are increasingly turning to social media as:
- A means to engage the media.
- A news distribution channel unto itself.
To use social media effectively in this way requires a content syndication platform. (While I won’t go into detail in this article about how to build a robust content syndication platform, you can learn more here.)
Is the disease the cure?
Ironically, the same social media platforms we are using to engage journalists are actively grinding the news industry into oblivion.
Platforms like Facebook and Google generate significant revenue by publishing content that is not theirs. If the content in question is a picture of my dog, that’s fine. However, Facebook and Google also earn revenue by publishing news articles, intellectual property and content in your newsfeed without sharing that revenue with the generator of the content. Flouting the principles of copyright, these platforms are in many ways a parasite killing its host. If Facebook and Google continue to siphon revenue away from news generators,...
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