As Media Market Shrinks, PR Passes Up Reporters

By Andrew Gauthier 

AdAge

At a time when earned media is so highly sought after by marketers due to its (relative) low cost and the credibility with consumers, brands that rely on it are faced with the growing challenge of finding news outlets for their messages.

As the body count of magazines and daily newspapers continues to rise and the once-robust news and feature holes of surviving publications shrink along with reporting staffs, some marketers have given up on the traditional path to media coverage: pitching journalists. According to the website Paper Cuts, which tracks layoffs and buyouts at U.S. newspapers, nearly 30,000 reporters have left the industry since the beginning of 2008. So instead of pitching their stories to reporters, a growing number of marketers are directly engaging consumers through original content they and their agencies are creating.

“The traditional one-way media model has definitely had its day,” said Sam Lucas, chair of U.S. brand marketing at WPP’s Burson-Marsteller. “So agencies are talking to clients about these engagement models much more.” More…

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