every company is media company; presspage product vision agency (english)
DESCRIPTION
Dramatic changes to media consumption along with technological advances have encouraged brands to become media organisations themselves. The last fifteen years has seen a fundamental shift in the media landscape. Deregulation of the newspaper, magazine and broadcast industries together with technological advances have resulted in the barriers to becoming a media organisation eroding almost completely. The result is an increasingly fragmented media market with the reach (and therefore the importance) of individual traditional media organisations generally decreasing. This has resulted in a vicious circle. As audiences have decreased so have revenues from advertising and sales, resulting in staff cuts that have reduced the quality of the journalism and its value to its audience, further reducing audience size. As audience sizes have shrunk and technology has made it easier and cheaper to publish content, companies have focused on their own publishing capabilities and “brand journalism” has become increasingly common. High quality cameras and video technology have become both cheaper and easier to use. Social media channels, which continue to evolve rapidly, are providing brands with the opportunity to develop their own audiences cost effectively and to communicate directly with them. In short, every company now has the opportunity to be a media company. Developments in website technology, and the importance of search engine rankings, have made it easier and more important for organisations of all sizes to put their websites at the heart of their communications strategies. The cost and effectiveness of websites as publishing platforms varies dramatically however and often dates quickly. The challenge many brands are struggling with is how to make these various technologies work together.TRANSCRIPT
EC=MCCorporate media;
publishing revolution
What is blocking companies to become publishers?
Strategy?Content?Organization?Technology?
Comms responsible had no influence & controlOn-time & real-time PR was impossibleObstacles lead to less content
Brand missing outSocial channels as escape
Technology was usually standard web CMS toolBuilt by general web designers; not specialists
Design was one dimensional; by the clientProject became expensive & incomplete
Newsroom underperformance
Technology was quickly outdatedWorkflow enhancement was absent
Obstacles lead to less content
Most content was not search engine optimized
Content could not be shared
No content engagement options
The WhyCorporate media;a market vision
New definition of ‘new
s’
Ability to decide amount & ‘depth’
Flexibility to plan ‘time’ for new
s
Freedom of choice: channel & form
Ability to share news
Traditional media business models under pressureBrands spend less on advertising
Existing business model can’t finance earned mediaReduced sources for coverage & content creationLess opportunity for free publicity
Free channel... but no controlIn search of viable business models
Reliability as main comms tool?
Social channels are free... require large investment
Brands are media outlets
Stakeholders, specialized blogs & industry portals
Brands expected to be opinion leadersDigital PR effort to address business conversion
The HowCorporate media;a product vision
CLOUD HOSTED
Power, speed, scalability and reliability
CROWD INNOVATEDFeature & functionality development & improvement.
Utilizing the wisdom of the crowd: global PR professionals
FUTURE PROOF
Fast web & social developments
OPEN
Open API, connectivity with ‘best of breed’ solutions
EFFICIENT
Workflow, development, and costs
EFFECTIVE
Search, share, engage, and contribute
OPEN TO PARTNER
Strategy, content, and organization
HEROIS THE AGENCYTHE Strategy
ContentOrganization
ContactBart Verhulst
Co-founder & CEOwww.presspage.com