Real-time journalism means new opportunities for PR pros

Freek Janssen writing for Lewis PR in a blog post Why Real-Time Journalism Requires Newsjacking provides us with a terrific expansion on the ideas in my Newsjacking book.

Freek writes: "Reporters are constantly looking for context and insights for their stories – newsjacking allows PR to become a source, not just for the benefit of being quoted. This is profoundly changing the world of PR: we are there much more to help clients become sources than to just communicate news or a message – brands are increasingly using their own channels for that."

In his post, Freek shares a link to an excellent video from the UK's Guardian newspaper on how their journalists cover stories in real time. The video shows what goes down in newsrooms by imagining how reporters might cover the story of the three little pigs in print and online. It is definitely worth a watch.

Note: The video may open with an advertisement.

Direct link to Guardian open journalism: Three Little Pigs on YouTube.

Real-Time Public Relations

Today's real-time journalism means there is room for anybody to add their take to breaking news stories simply by blogging or tweeting or commenting.

But you've got to be quick. Review cycles usually mean failure.

For PR pros, this is not endless pitching on your timetable. It means turning the PR relationship around and providing information at the precise moment that journalists are looking.

Comments

[Waynette Tubbs]

When I was in gradschool (five short years ago), we were just beginning the discussions of how community journalism would change the news landscape forever. It has progessed so much farther and fastest than we even dreamed. Fantastic post!

[Trever]

Really like the blog, appreciate the share!