How to Navigate a Changing Industry

The journalism industry is changing fast.  In order to stay afloat traditional news media are transforming themselves to include a plethora of options.  Newspaper readership is decreasing steadily and even TV news is seeing an older and smaller audience.  Much news is being switched to online platforms like blogs, discussion boards, interactive videos, ect.  Mainstream media is cutting costs and the internet has made it possible for anyone with a unique story to reach a global audience.

So what does this mean for nonprofits attempting to have their cause or issue publicized?  Well, first the organization needs to decide whether they want to be  a content provider for other multiplatform media or an influencer of others who will provide their own content, or both?

Whatever the case the organization will need to alter its communication strategy to reach a larger audience.  It is often easier to get stories/content posted on news media websites or blogs than it was to have something run in print.  And the best part is that the content online can be produced for free or of little cost.  I would recommend a nonprofit organization transform their website into a source for multiplatform journalism.  Provide blog posts that are up to date, videos, pictures and a discussion forum.  Transform your website into the number one place for people who are interested in your cause to receive news about the issue.

The changing news industry offers organizations ample resources to have their issues publicized.  Organizations should create content that can be used by a variety of news mediums.  This is a huge advantage for nonprofits, especially those with limited resources.

Pimp your blog

I started to browse through beingcheryl.com in between classes and realized that I had been reading her posts for over 30 minutes!  I did not even realize how fast the time went by.  I think that part of the reason was Cheryl’s unique writing style and also the design of the blog.  Her blog looks AMAZING!  Check it out.  She not only entertains you with her truthfulness, but offers pictures to also keep your attention. 

Of the blog posts I read, I highly recommend The BS Nature of Interviews and The first rule of Twitter.  I really liked these posts because they talked about topics that have been discussd in Dr. V’s PR class and in Clemson PRSSA member meetings.  The BS nature of Interviews really relates to what was said by guest speakers at the first Clemson PRSSA meeting (see live blog post for more info).  Some of the advice I was given was be yourself and show a positive attitude.  After all, you are not expected to know everything, but you are expected to be willing to learn.  I feel like if you market yourself as yourself and instead of a piece of paper, you will have a more lasting impression.  After all, connections and networking matters.  Do you want to be remembered as just another application for a job or a person who made connections with the interviewer? Honestly, the interviewer will remember you and not the piece of paper.

The point of this blog post is to tell you to be yourself.  Be yourself online, in real life, at interviews, at your future job, etc.  Cheryl mentioned that she has a hard time marketing herself in interviews, but really if she would be herself like she does on her blog, she wouldn’t have a problem.  Check out beingcheryl.com and you may want to consider to pimp your blog!