I read a great article in the Sunday NY Post,  entitled “Life in the Media Bubble,” and found it to be a must read for all in PR, and anyone interested in the media.  Owning a PR agency, I have known for a long time that despite claims otherwise, all media, just as all people, are biased.  I have battled many reporters who claim to be un-biased, but I find that to be an absurd claim. Do some folks like hamburgers while others don’t? Do some people like the color blue and others don’t? That’s bias, as is one’s religion, race, income, sexuality, and many other factors, and reporters are, after all, only human.

Good PR firms understand the media they are pitching and tailor their pitch to the “bias” of that publication.  Whose reality carries the day is a question for media and PR pros… and of course self-publishing user generated content via Twitter, text messaging and blogs allow that reality to be created by many people other than “major media conglomerates.”

Interesting read… and the bar continues to move as traditional media consumption continues to decrease.

Ronn Torossian

5WPR

Every media training which we have recently given begins with telling our clients to assume everything they say is being recorded, in every forum.  Every public discussion they have, every speech to an obscure group can constitute media, and we direct them to ask if anyone in the room is recording their speech (and should always assume it is). Anything and everything is searchable, not deniable, and on the record.  It can be posted on Youtube and elsewhere, leaked to the media (including trade outlets), given to competitors (or family members), twitted about, and it becomes instant “media” – Leaving no room for misstep.

Last week I had dinner at the home of a friend for 20 years who has recently been elected to the Israeli Knesset (Parliament), and despite the fact that he’s one of the straightest people I know, he relayed that he assumes every phone discussion he has is taped. He refuses to make any decisions on the phone at all for fear of one’s ulterior motive.  This is symbolic of something many here, I assume, will now adopt (albeit for different reasons).

With media layoffs occurring daily, the Twittergate Affair should be examined closely by all media analysts – A major major story was leaked by an insider.  More self-reporting (which happened to be accurate this time) – It costs a lot of money for media to be instantly available to be available and respond quickly, and not many media outlets are able to adapt.

Moving forth, will people confess to crimes via these non traditional media outlets? What about marriage proposals? This is real and actual media, continuing to take eyeballs from traditional media – Television, newspapers and the like. Everyday we learn more. This Al Roker Item is also worth nothing; it happens every day, but received attention simply because it was Roker.

The world is changing by the minute (and please feel free to record that).

Ronn Torossian
5WPR

Anyone who’s spent more than 30 seconds next to me knows of my intense blackberry addiction; I have slept with my blackberry next to my bed for years.  If that need for instant communications wasn’t enough, I recently joined Twitter (pre CNN, Oprah and Ashton’s high-profile media).

As 5WPR matures along with the industry, we have expanded our leadership and focus in emerging and social media campaigns for our clients.

This continues to be an important space for PR and communications.  As the Public Relations industry evolves and our firm continues to grow, I invite you to follow me on Twitter to engage in a greater conversation about public relations.  And while you are at it, friend me on Facebook.

Ronn Torossian

5WPR

This weekend I read a very interesting survey of journalists.

Prior to the recession, traditional media had tremendous challenges. Now, with the onset of this economy, things are changing even faster, with mass layoffs and newspaper after newspaper folding. The survey spoke volumes and led me to ask how long it may be before blogs publicly (or privately) sell content to the highest bidder. In a world that — to date — has no established rules, do bloggers have the same ethical responsibilities as traditional journalists?

Anyone with mass traffic and early-mover SEO may eventually be able to do a lot with content. I have very much enjoyed Tina Brown’s new site, and wasn’t surprised to see last week’s announcement re: advertising, nor comments re: “sponsored content.”

For me, there’s a very clear link in terms of the survey item I led with in this post and the concept of sponsored content. The world has changed, and one wonders how traditional journalism schools will adapt in the years to come, as well as how the public relations industry will evolve.

Companies like NAPS have been servicing the PR agency world for years. For a fee, NAPS writes articles and incorporates them into newspapers and magazines. They guarantee hundreds of placements, and the articles they write are rarely labeled as advertising. As their website states, “The CDC and the AMA, for example, contribute timely health stories on food, safety for children, or cutting edge medical technology and techniques; experts write about home maintenance and decor; home economists at General Foods send recipes; and financial gurus at such companies as Primerica (a member of Citigroup) offer advice on investing and money management.” Will someone incorporate this concept for the internet world? Without mass publishing or distribution costs and with simple, smart SEO, it can be done a lot quicker, and a ton cheaper.

Food for thought.

Ronn Torossian

5WPR

Given the carnage affecting the media industry, it has become even harder to pitch and secure stories.  As such, we have advised many of our clients to write op-eds.  If they are well written, they can be an excellent opportunity to secure positive, lengthy media coverage.  The same goes for high profile blogs: its easy for media to insert, and its essentially do-it-yourself journalism.

Op-eds are a great way to get an opinion or position into the media.  The following link I came across today may be helpful in this arena: The Op-Ed Project

Ronn Torossian

5WPR