Yes and no. The suicide watch for technology publications isn't
nearly as busy. Here and in Europe, technology publications are
still folding, but not at the spectacular rate of the past few
years. Just as it was in the dotcom business, so has it been with
tech publications, and it's clear by now that the strong have
managed to survive.
I have two stories to share that demonstrate just how tough
things have gotten out there.
The bottom line these days is that reporters are stretched thin.
One I recently spoke with said nearly all of his colleagues had
been laid off - and he was trying to poach their assignments in
order to keep busy and keep his job.
He later mentioned that his publication was using fewer
freelancers than ever - something that made him grateful he was
still working full-time. This led to my second conversation with
another well-regarded, former reporter who had been freelancing for
the past few years. She concurred with the other reporter - that
demand for good freelance work had simply evaporated.
In fact, to support herself, she was dropping writing entirely
and moving into real estate.
(AUDIBLE GASP)
For her sake, let's hope she isn't bouncing from one economic
bubble to another.
It shouldn't be surprising that the tech boom, and subsequent
collapse, is mirrored in the media industry. But it is interesting
to study how companies and PR firms have responded. Businesses
still have a message to transmit and there are still products and
services to promote. But with fewer reporters and publications, how
do you do it?
There are obviously other disciplines within marketing that play
an important role in transmitting critical messages to customers
and other stakeholders, but in this case, I'd like to limit the
discussion to media relations.
While there are many challenges to working with technology
publications today, there also are many new opportunities. I found
a few core factors that can lead to significant coverage.
Today's tech reporter needs to understand the issues affecting
multiple industries and technologies quickly and then move on. He
needs to stay ahead of the competition, break news, and begin work
on a 3,000-word feature all at the same time.
Now put yourself in this journalist's situation. You need to
come up with interesting stories and do it on a lower budget, with
fewer resources. Like any business today, you're pushing your team
to do more with less.
Let's assume you as a PR practitioner have already established
credibility with this reporter and the target publication. You
understand its editorial direction and what constitutes a story.
Now find and frame the story in a way that will help the reporter
do his job. The more work you do, the easier it's going to be for
the reporter to deliver the sort of coverage that can help carry
your message. And every second you save the reporter brings you one
second closer to getting a valued placement.
Specialize
More than ever businesses need to define their domain and try to
capture it with a message that appeals to the lay businessperson,
not the technologist. Technology purchases are receiving more
scrutiny than ever. Frequently, the end user will need to justify
the purchase to the finance department, marketing, legal... even
the CEO. Most businesses do not believe that one product will solve
all of their needs. They want a business that specializes in their
issue and is the best.
Here's an example. We examined the editorial direction of a few
key reporters at one tech pub and found clear trends. We took that
information and looked at our customer base. In our research, we
found interesting examples of a specific customer solution across
several industries. After enlisting the buy-in from each of the
customers we set up a pre- packaged, virtual round-table to be
moderated by our CEO. We offered the meeting as an exclusive to one
reporter.
It goes without saying that opportunities like that don't
materialize out of thin air. It took plenty of hours to research
our customer base; work with other departments like marketing,
engineering and sales in order to develop the story; and work out
the details. But the results were nothing short of astounding.
So, is it harder to get the same placement that you did three
years ago? Of course it is. But know this: The good times tech PR
people enjoyed in the 1990s aren't likely to pass this way again -
ever. Better get used to working in a far tougher environment, one
that's sure to cull the good PR personnel from the industry in the
same manner the process of "survival of the fittest" culled the
once massive herd of tech publications.
Reid Walker is director of global marketing communications for
GE Global eXchange Services. He can be reached at [email protected].