If your job is to communicate with journalists, your duties are becoming more complicated because of these disturbing news media trends:
Trend No. 1: Media speculation
CNN has taken the sin of speculation to an all-time high with its 24/7
guessing game regarding the disappearance of Malaysia Flight 370.
In the future, you will spend more time than ever before responding to
rumors. Combat this with more frequent crisis communications directly to
Trend No. 2: Breaking news is broken, and there is nothing breaking
The phrase "breaking news" previously described events that were
"breaking" at that very moment, such as a fire or explosion. Sadly,
today news stations
slap the moniker on whatever the first story of the newscast is, even if
the event happened hours before.
This makes your job harder, because your little crisis might get
portrayed as a much bigger crisis. You can't afford to linger in your
response and allow
the media to blow things out of proportion.
Trend No. 3: Exclusive
Excessive use of the term "exclusive." In its purest form, an exclusive
is an interview all media outlets wanted but only one could get,
Tread with caution that the one-on-one interview you give doesn't get portrayed as something bigger than it really is.
Trend No. 4: Trending now
Social media trends are taking precedent over real news. The "Today"
show and "Good Morning America" feature special rooms where they focus
trending. Local stations are wasting valuable airtime repeating fluff on
When you pitch a news event in the future, you must make it more visual and trend-able.
Trend No. 5: Caught on camera
An increasing number of events are getting news coverage simply because
they were captured on video. These days, if a tree falls in the woods
and it's not
on video, it is not news. But if someone gets video, it could get
If someone captures compromising video of your executives, employees, or
a mishap, you must be ready to respond with the speed of social media
and not the
slow pace of traditional corporate communications.
Trend No. 6: Social media backlash
News stations increasingly are reporting what people think and feel
about various topics on social media. This makes your company face
than ever, with potential damage to your reputation and revenue.
The time is now to rethink your social media and crisis communication strategies.
Trend No. 7: Unconfirmed reports
The phrase "has not confirmed" has been used over and over in recent
broadcasts, specifically 187 times on "Morning Express with Robin Meade"
Media). These news releases are unverified rumors, repeated from source
This means you need a skilled staff or vendor who can monitor online
content every minute of the day and well-trained spokespeople to fully
Gerard Braud heads