When we disseminate information resulting from an incident scene print newspapers are still responsive in reporting on the story. Currently though with print newsroom resources stretched to their limits, the human interest, safety information and feel good stories we like to float around are not in abundance as they used to be.
It’s no secret that as the internet and social media have taken off, print publications and newspapers have seen a steep decline in circulation, readership, and revenue. Just a few months ago, the Newspaper Association of America released its estimates for advertising revenue across the newspaper industry finding a 27.2% decrease in advertising revenue from $37.848 billion in 2008 to $27.564 billion in 2009.In just the past four years, newspaper ad revenue has dropped an astounding 44.24%.
As PIO’s, many of us over the last few years have shied away from attempting to seek out online editors and journalists to help us disseminate information.
The though was that electronic writers were amateurs and citizen journalists looking to consistently create controversy and one sided opinion, mixed with poor writing abilities, then honestly reporting on a story. While this may have been true many years ago when blogging and online reporting was in its infancy, today we must look at the internet as a major go to source for us to tell our story. Newspapers online are starting to come to the forefront with the newsstand editions serving as almost a backup.
So contrary to popular belief after we look at the depressing newspaper statistics, journalism isn’t dead, it’s just evolving, and those outlets who are embracing the online space and social media are at the top of the survival chain.
We now live in a wonderful new era where online stories can grow well beyond the traditional space they receive in print media. The use of supplemental audio and video combined with interactive charts and graphs open readers up to a new dimension of understanding a story.
We have to be prepared to support on line journalists needs and understand the new infrastructure of on line news beyond providing releases. We need to become multi dimensional to always take into consideration, and have at hand, B-roll video, audio, factoids and statistics for online sidebars if requested.
Also on The Fire PIO…
- What’s your take on Citizen Journalists? – February 12, 2010
- You must constantly upgrade your PIO digital media skills – March 24, 2010
- Magic Wands are only in Fairy Tales – May 18, 2010
- Army Online Social Media Etiquette – June 29, 2010
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