Blogging – Julie's Corner

A new way to think about news releases

November 4, 2018November 4, 2018 trienjul

According to PR News, the format and delivery of news releases is changing. What was once thought of as a useful tool to disseminate important updates or a public statement is now much more. The article explains that news releases should be put out often, essentially following any company update and they should be interactive. This includes a multimedia approach with links to related content, audio, video or images.

The new way of looking at news releases coincides with the popularity of the Internet. More and more people consume of the news through this medium. In fact, as of August 2017, the Pew Research Center reported that 43 percent of American adults often get their news online.

news release post photo — Photo via Unsplash/andrewtneel

The multimedia aspect shows the way in which web content broadens the possibilities of news coverage. Take, for example, a New York Times video on the New York transit system. Here, one can see an organization that is perhaps best known for its print content, producing a video that contains text, references to other material, audio and fast-paced editing. If viewers wanted, they could click off and do independent research based on the people and facts referenced. Also, the pacing and some of the stylistic choices would make it appear as though the Times is targeting the younger audience finding its news on the web.

Since the nature of the Internet is such that it is updated constantly with new content, public relations professionals need to keep the flow of new information about a product or brand going at a consistent rate. Otherwise, there is a danger there that the brand has become “old news” and not worth the audience’s attention.

A final important way to engage the audience is by allowing them to engage with the content. Other than links to follow, many readers would likely enjoy being a part of the conversation. The article, video or press release functions as a diving board. Now, let them jump in and give their opinions. This can be accomplished in a variety of ways, either by adding a comments section to the piece or website or providing contact information to whom readers can voice their questions, concerns and thoughts.

News releases are no longer disseminated to the public solely at the discretion of an editor publisher. The web allows for direct access to these important updates. As I have said in many of my past posts, the audience is fast becoming the journalist. That also means an added layer of responsibility to decide what is news.

Blogging, Journalism, PR, Social Media

Twitter: A useful tool or the downfall of journalism and PR?

September 30, 2018 trienjul

Okay, admittedly, the title of this week’s post is a bit dramatic and also implies that there is a clear answer. Ultimately, I land somewhere in the middle.

Twitter has its uses, both for journalism and PR. As Forbes suggests, PR professionals can use the platform for announcements, news releases and contest launches among other tactics. In a 2012 post, the late Steve Buttry laid out 10 reasons why journalists should be on Twitter, all of which seem valid. I particularly identified with his top reason, finding breaking news. As Campus Life Editor for Seton Hall University’s The Setonian, I routinely look for stories on social media.

However, to put it bluntly, there is a risk of getting caught up in the platform and becoming lazy. Based on experience, I can more easily relate to how this affects journalism as opposed to PR. Most journalists cite Twitter as a key place to look for sources. Many articles even have embedded tweets in them as a means of gauging public response to news. However, according to the Canadian Broadcasting Corporation (CBC) many accounts on Twitter are in fact bots and not real people.

Twitter pic — Photo via Unsplash/Marten Bjork

There is a way to check on this. For example, running account name through Botometer can help determine if the account is real or not. Since bots are usually designed to participate and share in the spread of propagandized information, a journalist who does not verify his or her source could unwittingly be aiding in this goal.

However, if a journalist or PR professional is careful about their source aggregation, Twitter can doubtlessly be a useful tool. Individuals in both professions can find a litany of ways to gain followers and spread their messages and stories. One way to gain followers on Twitter is to add your name to a directory, as per the Forbes article. If people want information on a certain topic, you can be listed as a go-to source. If the content is engaging enough, you will likely have yourself a new follower. Forbes also mentions the benefit of adding a twitter widget to your blog, like the one on mine. If you regularly keep your Twitter account updated with regard to upcoming posts and news, visitors to the blog will see that and may follow you to keep updated.

Even though, at the outset of this post, I said I landed somewhere in the middle on Twitter being a must or not for journalism and PR, I will conclude by saying that there are far too many benefits to the platform to ignore it completely. Another way to look at the fields I just mentioned is to point out that they both involve communication. Social media, whether it be Twitter; Facebook; Instagram or whatever platform to be introduced in the years to come, has become the way billions across the globe communicate and connect. To ignore this change is to be in the dark when it comes to the media industry.

On that note, for the latest on what is happening with Julie’s Corner be sure to follow me on Twitter at @SHUSocialJulie. If you’re interested to learn more about what’s happening at Seton Hall, check out the blog I run with a classmate, Campus Rundown! We can be reached at @CampusRundown.

Blogging, Journalism, PR

The benefits of blogging and how to be successful

September 16, 2018September 16, 2018 trienjul

SEO Chat probably has the most nuanced definition of a blog, as it can be both a tool to share personal messages and opinions as well as news. With blogs, the individual has the opportunity to take journalism or PR campaigns into their own hands. (Many businesses have turned to blogging as well in the interest of transparency with clients.) However, that also speaks to one of the main differences between mainstream journalists and bloggers. Bloggers do not have editors or “gatekeepers” the same way traditional journalists do in most cases, to fact check them and help them keep their stories objective. I understand how this could be liberating but, by the same token, it puts more responsibility on the blogger to self-police and make sure they aren’t contributing to the spread of misinformation.

Just because blogging and traditional journalism operate a little differently does not mean there isn’t inherent value in each and their relationship. In fact, media outlets often look to blogs for news tips and ideas for features, according to the same article by SEO Chat. One of the reasons blogs have been able to stay relevant for so long is how specifically targeted they can be.

As you’ll notice, this blog most often explores the connection between social media in journalism and PR. However, if an individual or media outlet wanted to look into blogs about poetry or running a small business there are hundreds, if not thousands, out there. One of the keys to finding and maintaining an audience comes with tagging key words and linking to social media, according to Sarah Green. That way, readers can be more quickly drawn to the subject matter. When blogging, no matter the subject matter, transparency and consistency seem to be key elements to maintaining and growing a readership. Consistency is also an element when deciding what topics to cover. If I attract readers based on my discussions of journalism, PR and social media, I’m not likely to switch gears to, say, “the benefits of carpentry” out of the blue.

Visual elements can be crucial to attracting readers to a blog as they break up the monotony of text and usually give clues to what the story or post will be about right off the bat. Images for a blog can be found by either the creator taking them herself or through a free image search. Free image searches can be done through Google Images. Next to the search bar, after you type in your terms and “enter” or “return,” select “Tools” then “Usage Rights” and finally “Labeled for reuse.” This will ensure you are using photos without violating someone’s copyright. Some other websites that contain free use images are Pixabay and Wikimedia Commons.

Following these steps will help ensure that you find or create the blog that’s right for you.