The changing media newsroom and how PR is now the key

The media newsroom has been changing for some time - there are fewer journalists with less time to put stories together and so public relations practitioners have increasingly been developing the content that you receive via your favourite media channel, whether this be online, radio, TV, social media or via the good old newspaper.

This is good for the PR industry as, for those of us that are adapting to this new landscape, we are finding the opportunities are growing and we continue to work well with the media but in a different way from before.

For the media however this is good in one sense in that PR is forced to work more closely with it and this should always be the cae in any event - by working together we can do much greater things and as a former journalist I am always saddened to see that so many PR's still don't get how the media works and that so many journalists simply and inherently dislike PRs.

The truth of the matter is that we need each other although I would be extremely disappointed if the quality of journalism dropped to a level where there was no more independent thought and investigation and everything was simply spoon fed through from PRs. I hope and pray this never happens and I have faith in the profession of journalism, to which I am still very closely aligned, that this will not be the case.

Nevertheless the digital age is forcing change on us all and for the main part it is good, giving us more opportunity to provide more news in more outlets.

I came across this article that I think sums up the changes to the PR profession excellently and so would like to share it. Have a read. It says everything that I think is relevant currently in our profession and gives a good indication of the changing landscape. Would be interested to hear your views.

http://linkshrink.com/a7i


Yasmine Gray
Company Director at Graymedia
www.graymedia.com.au

The Legal Responsibilities of Working in PR

One of the elements of working in public relations that is not often discussed are the legal responsibilities we often face in our day to day work. PR is so often seen as being all about media relations and promotion but the profession is increasingly, and rightly so, taking a stronger seat at the board room table and playing a major part in company strategic decisions that may or may not have legal ramifications down the track.

Whether it be through words we choose to put in a press release or public statement on behalf of a firm or advice we might provide with regards to how to manage a crisis situation, as PR practitioners we have enormous responsibility to ensure our approach is legally acceptable and in the best interests of all concerned.

Understanding the importance of confidentiality and where the boundaries lie with regards to this is essential. The Public Relations Institute of Australia (PRIA) individual code of ethics state in point four the following:

With the exception of the requirements of Clause 9 members shall safeguard the confidences of both present and former employers and clients, including confidential information about employers' or clients' business affairs, technical methods or processes, except upon the order of a court of competent jurisdiction.

You can read more about the PRIA code of ehtics here:

http://www.pria.com.au/membercentre/members-code-of-ethics

It is the last point that is important - of course the courts do have the right to ask you to reveal information that you may have considered to be fully confidential. The 'James Hardie case' is a classic example of how the courts can and will unveil the information it requires if it is in the interestes of coming to a fair and just conclusion, and this case is also a great example of the importance of considering not only the content of your press release but the approval process too. If you are not familiar with the ins and out of this case take a look at this article to get an idea of some of the issues:

http://www.smh.com.au/business/former-pr-head-real-culprit-say-hardie-lawyers-20090302-8mdu.html

Crisis communications often involves making decisions under pressure but it is vital that at all times professional ethical standards are upheld and will stand up also in a court of law.

I found a very interesting article posted by Cayce Myers of the University of Georgia in the United States on the Institute for Public Relations website that is well worth a read and raises a number of interesting legal situations and variances that a public relations professional may face in terms of legal rights with regards to confidentiality. See here:

http://www.instituteforpr.org/2013/03/litigation-and-public-relations-four-questions-every-practitioner-should-ask/

If as professionals we are going to hold greater weight in the board room then it is imperative that we understand our responsibilities and operate ethically at all times.

Yasmine Gray
Company Director at Graymedia
www.graymedia.com.au

Digital PR and the power of video

Much has been said about digital marketing and the power of using video to boost the promotion of a company or brand, but less has been said about how video is also changing the way public relations companies are communicating with the media.

The press release is not dead - press releases are being sent out at the same frequency as they ever were. The fact is a good release will get media attention and a bad one won't, which is why companies are prepared to spend money on good PR firms that have the professional experience and know how that then translates into results.

The difference is that PR companies now have the option of additional ways in which to draw attention to a company or brand and video is fast becoming an invaluable tool in many campaigns.

While it may not suit all industries - it's no different to social media in that not all companies need to be on Facebook - for some the added benefits that come from communicating their message to the media via video are outstanding.

Graymedia is doing a lot of work now in this area and is consistently looking for new and innovative ways in which it can give its clients the edge. Full video editing suites, coupled with in-house graphic designers and access to the latest technology are now part of the fabric of our firm. PR companies are no longer simply a place where people go to get media relations. We are morphing into digital, media, marketing hubs that have a wide range or tools at our finger tips.

Getting positive media attention still has massive value for any brand. How we do it now however has many options which frankly at Graymedia we think is really exciting.

Yasmine Gray
Director
Graymedia
www.graymedia.com.au