While keywords like content creation and native advertising have attracted a tremendous amount of attention in 2013 fascinating to read the story in The Guardian this weekend which detailed the turnaround of Forbes Media as orchestrated by Lewis DVorkin.  He is one of the few openly succeeding in mainstream media by challenging the old hierarchy and succeeding at it.

DVorkin is described as “unlikely potential saviour for the newspaper industry”, and has created a system where there is now “advertising-supported journalism.” With the increase of blogs and self-created content, the world of traditional journalism has changed completely – and Forbes.com has seen traffic double in the last 30 months, in an industry which has seen Newsweek stop publishing regularly.

Media simply needs to figure out how to be profitable in an era where everyone is in the business of content creation – and it ain’t easy. All of us in marketing are in the business of telling stories – as are media outlets.

In the year 2013, as Dvorkin says “quality writing can attract big audiences globally.” Journalists need to stop clinging to the notion they are the only authentic verifiers of truth. “Journalists believe they are the protectors of the audience. There are great skills that journalists bring to the game, whether or not this is on forbes.com, but there are also the skills of experts.”

And all of us in Public Relations can similarly self-create content which reaches audiences, ranks on Google and does so much for spreading messages. Congratulations and wishing continued success to Mr. Lewis Dvorkin who is clearly a maverick who is succeeding.

Ronn Torossian

(
img src)

SHARE
Previous articleCrisis PR & Schools
Next articleBlackberry Consolidates PR Firms
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.