Digital Asset Management

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Do PR agencies also need to be software vendors?

In many ways, the journey of PR agencies parallels the journey of ad agencies; Both have experienced seismic shifts in how they engage with audiences. Both have had to come to terms with new, more technologically driven and channel-centric approaches to communication.

In the case of technology, generally, Advertising agencies have led the charge. They've adapted faster to new paradigms. This change has resulted in their move; their media spends now primarily on online content and adverts. They've also embraced the social advertising, content, and experiential digital models. The PR sector has also changed, embracing social media more enthusiastically than Adverting Agencies.

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Lookatmedia™ newsroom vs. the alternative

There are two parts to the cost of an effective newsroom, and the first is the cost of not having one. Suppose you have no or an ineffective newsroom that doesn't draw in and support a diverse range of journalists. In that case, you're missing out on earned media opportunities and ways to enhance and protect your reputation. The second cost is the missed opportunities where journalists on deadline are forced to move to other sources for their stories simply because your PR team lacks the resources and time to meet journalists' real needs.

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Have you mistakenly believed a news page is enough?

Expecting a journalist to use your ‘news page’ on your website to build newsworthy stories on your brand or organisation is like handing a builder a hammer and asking them to build a house. It’s simply not enough to get the job done. Your PR team is always in ‘push’ mode, sending out press releases and spending most of their time trying to convince journalists that writing stories on your organisation are in their best interest. The fact of the matter is if you are not prepared to treat journalists with respect, then they will return the favour.

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Do we actually need online newsroom management software?

Do organisations need online newsroom management software, or can they just add a news page to their corporate website? The answer to this question is another question; do you want to connect with the media to promote your messages and control the narrative on your brand?’

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Really connect with journalists

How do you connect with journalists today? What’s the best way to stay connected and create more media coverage of the stories that are important to you? As it turns out, the best way to achieve connection with journalists is through inbound PR, using newsroom platforms like Lookatmedia™. Here’s why.

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PR for participation

Non-profits often rely heavily on volunteers and action from individuals to achieve their missions. Attracting that level of participation is often dependent on exposure to an issue, group, or organisation. This can be partially achieved in the digital world by social media engagement; however, media exposure is where the real seeds of change happen.

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Is your newsroom unsuited to today’s news environment?

In a recent survey we conducted of 100 high profile newsrooms worldwide, we unearthed a startling fact; not one of the newsrooms we reviewed is suited to how journalists and media work today.

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Pitch media to fight ‘what’s the pointism’

The legacy of the last few years is that anxiety levels in communities are at their highest point on record. Most people are solely focused on survival. This focus dulls their hope for a better future. A more peaceful time where we turn back the tide of climate change. Where our actions regenerate land and bring back fauna and flora on the edge of extinction. Films like 2040 and Regenerating Australia show that a more positive and hopeful future is entirely possible, but not without action now.

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Help a reporter out

Journalists have been hit with the 'perfect storm' - loss of public trust, diminishing access to resources and increasingly short deadlines. With a growing portion of the community trusting what is often mis - or disinformation from ‘people like me’, it is more than just the future of the media at risk. It is the fabric of society itself.