The inability of the U.S. to effectively reach out to Middle Eastern countries is at least partially hampered by the lack of skilled PR and media relations people working for the government, according to a key commissioner of the U.S. Advisory Commission on Public Diplomacy.
A recently published comprehensive study of the state of American journalism by the Project for Excellence in Journalism is a must-read for anyone connected to public and media relations. The study found that the role of journalists as news filters and watchdogs may become more pronounced as audiences fragment and technology fuels a momentous change in news consumption. The impact of this on your media relations strategies is profound.
Reading the title, one might think we’re talking about “why you should outsource your PR needs…to us!” In fact, it’s referring to recent stories suggesting that the outsourcing trend that has seen manufacturing and tech jobs move overseas may hit the marketing and PR communities soon.
According to this argument, the same factors that have manufacturers and tech companies locating entire staffs overseas will affect white-collar work as well. Technological advances make it as cost effective to place a phone call from India to the U.S. as it is to call across town. Skilled labor available at fractions of the cost of U.S. labor makes outsourcing attractive to companies that are compelled to cut costs.
A new book from Princeton University Press, All the News That’s Fit to Sell: How the Market Transforms Information into News by James T. Hamilton, examines the expanding role of economics on what is and isn’t considered news. If you’re trying to get a relevant story placed, but can’t find an outlet, this book may help you determine which media may be more interested and why.