Dec18

The Value of a PURL

Value of a PURL blogIMAGENo two pearls are alike—and neither are two PURLs. You may have heard this homophone for the popular gemstone in reference to digital marketing campaigns. The acronym refers to “personalized URLs,” or unique web addresses. The concept is relatively simple (at least in comparison to its execution): each target has an exclusive code attached to a link in an email they receive (or the banner they view, etc.). The degree to which this personalization is carried through to the website varies—from entirely unique landing pages, to custom-populated portions of the website (such as displaying the target’s name on the page), to all targets viewing the same exact page, and the codes being used only for backend tracking purposes.

The value of a pearl is determined by several factors: type, rarity, size, shape, color, etc. The value of a PURL is also multifaceted. The first, and perhaps most obvious value (at least to someone in marketing analytics), is that PURLs enable detailed tracking of an individual. Websites, with the help of reporting suites such as Omniture, record activity against each unique code. This tracking then enables a view of each target’s path and interactions on-site. Additional value is obtained when this information is collected on a personal level, and then used to customize further engagement. For example, if a target explores a certain area of a website, the next email to that target can reference this action and/or include further information on this topic. This engagement customization then translates into a third added value: the use of PURLs typically increases response rates. Not surprisingly, targets are more likely to click on a link when it is personally relevant.

The history of pearls in society as a valued possession is long and storied. In ancient times, pearls were rare and highly valued (as the legend of Cleopatra and her pearls implies). In more recent history, the value of pearls has diminished greatly due to the availability of cultured pearls. However, the value of PURLs is only increasing in marketing, and is becoming the cost of entry for a truly effective campaign.

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Dec11

Now That’s a Vision

visionary_governanceIn our business, we often help our clients to develop and navigate their corporate vision. If done well, the vision of the company is aspirational, achievable, and distinctively ownable. Far too often when reading a company’s vision statement, you feel that you could simply replace Pharma Company A with Pharma Company B, and might at times even question their ability to achieve that vision. So it is with fascination and awe this holiday season that I reflect on one corporate leader’s amazing vision for his company and his unwavering commitment to delivering on that vision. In 1994, when Jeff Bezos founded Amazon, he articulated:

“Our vision is to be the earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

He has clearly redefined online retailing, and Amazon is the world’s top Internet retailing company.  While there are arguably many out there who may not agree with me, I applaud the customer experience that Amazon has created, and I have often tested the theory of whether they truly have “anything” I might want to buy online and my “cart” has yet to be disappointed, even for the most obscure or uncommon searches. So this month as I cross off items on my holiday shopping list and avoid carrying a heavy coat and shopping bags around a crowded shopping mall with annoying people, I thank you, Jeff Bezos and Amazon, for having an aspirational, achievable and distinctively ownable vision.

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Dec3

Stories to Tell: Facebook for Health Care Brands

Stories to Tell Facebook for Health Care Brands BLOG Image2We all know Facebook is a powerful storytelling platform for brands. But in health care, FDA regulation and privacy rules often leave us watching our counterparts in consumer marketing with jealousy. A recent example of our work with Hackensack University Medical Center demonstrates not only that health care brands can carry out effective content strategies on social media platforms, it can even be simple to accomplish.

HackensackUMC is consistently rated as the top hospital in New Jersey by US News & World Reports. One particular area of excellence is its nursing program. The hospital is one of just two in the nation to earn the prestigious Magnet nursing designation five consecutive times, representing 20 years of distinction.

Last May, during National Nurses Week, we proposed creating a series of Facebook posts where each day would feature a short story and photo of a HackensackUMC nurse.

The work was minimal: we conducted a 20 minute phone interview with each nurse and asked him or her to provide us with a photo. The response was tremendous: The stories we posted about each nurse quickly became the most engaging content the hospital has ever posted on its Facebook page.

Of particular note, on Wednesday of National Nurses Week, the story of about Dennis Leenig Jr., a pediatric oncology nurse, received over 450 likes, 50 comments and 25 shares. Here’s the post:

It’s not unusual to find Dennis Leenig, Jr. sitting and talking with a patient a half hour after his shift has finished for the day. “Working with leukemia patients, I like that I get to see people through all stages of their care. You get to establish a rapport,” he says. It’s a relationship that continues even after a patient has gone home. Dennis always conducts follow up calls to patients after they’re discharged to see how they’re feeling and to make sure they’re not having trouble getting any medications. “Patients have told me I’m like a son to them and that means the world to me.” Dennis remembers when his own father was a cancer patient at HackensackUMC. A nursing student at the time, it was while visiting his father that he realized his calling was in oncology.

Even more powerful than what we wrote about Dennis, were the testimonials that former patients posted in the comments section. Some excerpts:

Hey Dennis, I remember you well. I felt like I was in expert hands and it was clear to me that your concern for my wellbeing was sincere and genuine. Thank you for making a stressful event a little less so.

We love Dennis and know him well after having many visits to 8PW over the past 4 years with our son. His love and dedication to all patients goes above and beyond. Thank you, Dennis, for all that you do. You have become like family to us.

Dennis, when my uncle was in your care I felt reassured knowing that he had an all-around great guy to help him. He really liked you and spoke highly of you. He fought a good fight but the cancer was too aggressive. I have the utmost respect for what you do on a daily basis and I wanted to thank you again (and the rest of the doctors, nurses, and staff) for everything you did to make his life more comfortable when he was in your care.

The marketing and PR value of these posts is obvious. Who wouldn’t want to go to a place with such compassionate, attentive care? And Dennis was just one of seven nurses we featured that week.

But another benefit of sharing these stories on Facebook is easy to overlook: Facebook as an internal communications tool. The nurses were honored that we thought to interview them for the Facebook page and proud to receive public recognition for their work. And their colleagues enjoyed reading the stories and having a public place to record their praise. It was a morale boost all around.

We are constantly uncovering great stories like Dennis’s. But in this regard, HackensackUMC is not unique. All of our clients’ organizations are brimming with stories.

Maybe it’s easier to find them in a hospital, where nurses are touching lives every hour of every day. But great stories are everywhere–even in corporate settings. What motivated a pharmaceutical company executive to enter the health care industry? Why did a research scientist decide to focus on this particular disease state?

The answers to these questions are personal stories. Telling them brings out the human side of a corporation and pulls employees closer together. New media tools like Facebook make it easy to bring them to the public. And the public is hungry hear these stories from your brand. Especially in health care.

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Nov12

Ebola Goes Viral

Ebola Blog Image2“It’s like the film with Dustin Hoffman and the monkeys,” said the woman next to me on the tube the other day. “No, it’s more like that other film with the monkeys,” said her companion. “The one where animal rights protestors release them and unleash a zombie virus on the UK.”

The truth, thankfully, is that the most recent Ebola outbreak is nothing like either of these movies. The Ebola virus has yet to mutate into a new strain that spreads like flu as it does so rapidly in Outbreak, and it seems somewhat unlikely that it is going to turn us all into flesh-eating un-dead as happens in 28 Days Later. But what exactly is it like, how much of a threat does it pose, and how are we supposed to communicate the bare facts of virus and disease in an atmosphere of panic and misinformation?

The other day, news outlets were tracing the steps of one of Ebola’s recent victims. New Yorker Dr. Craig Spencer had been all around town since returning from aid work in Guinea. He had taken the subway, visited a meatball stand and hung out at a bowling alley in Brooklyn. Normal things that a person might like to do after returning to their hometown after an intense trip abroad. But Dr. Spencer started running a high fever and was soon diagnosed with an Ebola virus infection.

Despite most reports suggesting that he had interacted with only a handful of people since becoming symptomatic, The Gutter, the bowling alley visited by Dr. Spencer, was forced to close down for two days and underwent a mass disinfection. The Meatball Shop remained open but was host to a PR stunt in which the city’s mayor visited for a meal in front of a host of cameras to prove to the general public it was safe. Which of course both of these places should be. There is nothing about the pathogenesis of Ebola that suggests we can catch it from a bowling ball or a restaurant table. Indeed the virus can barely survive for long outside the body, especially on hard, dry surfaces.

Hysterical news reporting of disease is nothing new. This time, like many other times before, it has been served up with a dollop of xenophobia. The problem, almost ignored when it is abroad and confined to countries that barely register on the Western consciousness, is treated like an unmitigated disaster when it hits home shores. Like the wave of homophobia that emerged in the wake of the HIV/AIDS crisis of the early ’80s, the tabloid media emphasis is on minimizing personal risk rather than pressuring organizations such as the UN and the WHO to act on the virus itself. We are encouraged to shut our borders, be suspicious, be vigilant, and most importantly, be afraid.

If there is something that feels different this time around, it’s the social media factor. In 2009 when swine flu panic was at its peak, we were all on Facebook, but fewer of us were active on Twitter. The surges of popularity in micro-media over the past few years have completely changed the way we consume and digest news, but also the speed at which stories spread.

Take the case of this video, which was recorded in a Chilean hospital a few weeks ago. The announcement you hear roughly translates as: “Can I have your attention, please. We have a patient who is suspected to have Ebola. Please leave the room and go to another hospital.” After the patient who took this video posted it on YouTube, it received almost 140,000 views. Soon the story migrated to Twitter, where the hashtag #EbolaChile was used over 200,000 times. All this happened incredibly fast and internationally, even though it was later revealed that the suspected Ebola was actually a case of malaria. Indeed, it has not gone unnoticed that the Ebola news is spreading faster than the virus itself.

But when things are over-egged on Twitter it only ever results in topic fatigue and silliness. Recently, actress Anne Hathaway was accused of refusing to shake an Argentinian journalist’s hand due to fear of contracting the virus. Others are making mockery of the intense US media coverage, with some users suggesting that “EBoLa could be the name of an obnoxious Manhattan neighborhood” or that “the only part of the Ebola guy that upsets me is how rich his social life seems in comparison.”

With the fast pace of social media reporting, topics that have had everyone enraged on one day can be forgotten the next. But whilst it’s easy to laugh at the jokes made at the expense of the media hysteria in the US, for the people of the West African countries most affected it is a genuine threat, and it’s not going away.

Organizations like the CDC are doing a good job of keeping up sensible dialogue about Ebola by producing factsheets on the disease and its transmission. These are clearly designed to alleviate fears about how the virus has been spread without shying away from the facts of how it is affecting the West African countries hit by the epidemic. The UN has been providing updates on the current situation, and what they are doing to combat the spread of the disease whilst the WHO have tweeted audio files from their recent press conference. The challenge for these organizations is that there is a lot of repetition in the messages that they have to send out. The advice about the virus is quite basic and in order for them to communicate this effectively they have to find new and interesting ways to dress up the facts, so as not to appear repetitive.

When developing our own disease awareness initiatives we can learn from the social media reaction to Ebola. Twitter can be a maelstrom of misinformation and flippancy, and it is important to provide clear, concise and meaningful content such as infographics and video. Although rather than share PDFs, like the organizations mentioned above, we should think about content that is easily viewable and sharable within a Twitter client. Most importantly we should remember that it’s easy for a story to get lost in a medium that moves as fast as social. Bitesize content should be deployed regularly to keep up the momentum, and we need to find creative ways of saying the same messages in different ways so we make our point without switching off our audience.

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Oct9

Fire All Your Reps

Fire All Your Reps Image BlogOkay, that may be a bit extreme. But marketing drugs to HCPs is no longer a guarantee of sales.

As the US healthcare system has shifted its focus from “fee-for-service” to the dual goals of increasing quality while decreasing cost, the power of the individual HCP has been on the decline. Centralized systems of care (ACOs, IDNs, large hospital systems or physician group practices) function to meet these goals by implementing standard methods of delivering care, that the individual provider executes—including the menu of drugs he or she has to choose from, and when.

Consider the September 24 Wall Street Journal article detailing the refined sales strategy that pharma companies are taking. Focusing on the sales call of a “key account manager” to a large system administrator (rather than the 2,600 doctors within the system), the article details much of the impact that pharma is seeing from the changes to our healthcare system. As insurers and the federal government increasingly implement payments based on the effectiveness of care, large systems take control of how care is delivered to manage the costs. A handful of decision-makers at these organizations control how care is delivered—eradicating the influence of the rep on the prescribing doctor.

Pharma has already shifted away from the sales rep who makes the pitch to the doctor. Consider the information from ZS Associates, a consulting firm: 50% of the doctors in the US are considered “access restricted” in some way, and in 2005 pharma companies employed over 100,000 sales reps—which is down to 63,000 in 2014.

While the role of the individual provider has become less influential, the sales rep still has a role to play. Pharma’s marketing and sales approach needs to mimic what its customers are doing—coordinating efforts across all levels and locations of care, and providing targeted support at the pivotal interaction points. Pharma companies have piloted and implemented these integrated sales teams at key locations, and their prominence will only increase as HCP access continues to decline. As emerging delivery models become more sophisticated, the traditional “clinical data” approach will become only a small piece of the drug value story, while economics, efficiency, care coordination, adherence and wrap-around support share the spotlight.

So fire all the reps? No. But we need to redefine their role to better support the new world we live in.

 

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Oct3

Are Infographics Right for Qualitative Insights?

BI-BlogInfographics are not doing qualitative research any favors.

Good infographics clarify and condense complex information into more easily understandable and digestible visuals—an absolute plus in a culture that wants to utilize big data, but has a short attention span. It’s little wonder why they have become so popular, and why our clients are now asking for them.

Here’s an example of a good infographic by John Nelson, in which each line represents the path and intensity of a tornado tracked in the last 56 years by the National Oceanographic and Atmospheric Administration (NOAA).

Tornado Tracks Infographic2

The data is accurate and current, the story is compelling, and the design is appealing and clear.

However, infographics are not appropriate for all types of information. Some are being made to represent material which would be better suited for a simple list or chart. Others are being made to represent qualitative insights, like the one below:

The Gender Divide Infographic2

[Source: Motivation Factor and the Boston Research Group, 2012]

It seems a little weak. But why?

Rather than focusing on “black and white” data, qualitative research wades through the complexities, observing and accounting for the “gray” areas that quantitative research cannot address, such as the “whys” of human behavior. That is not to say that the insights are more complex—in fact, despite rigorous research methods based on the theories of social science, good qualitative insights seem simple, like something you have known all along but never realized.

Qualitative insights are supported by evidence that often consists of quotes, photos, videos, and notes. For example, in an ethnographic study with spinal cord injury patients, we found that patients are often in denial about their loss of function. We demonstrated this through quotes from patients saying they have accepted it, juxtaposed with photos showing patients doing things that indicated otherwise, such as refusing to build a ramp to their front door.

Despite the fact that research insights are stronger when shown with their supporting evidence, qualitative data is not easily condensed into a format appropriate for an infographic, and unfortunately is often excluded, as in the infographic above.

When qualitative insights are stripped of their rich supporting evidence, they lose a lot of their nuance and context—often bringing the validity of the insights into question. This is the last thing that qualitative research needs, since there is already a cultural bias that quantitative data is more reliable.

So, should qualitative research jump onto the infographics bandwagon? Probably not.

That’s not to say that qualitative research can’t learn something from infographics. Most people are visual learners, and too often qualitative research reports are text-heavy—our clients get bogged down trying to take it all in. We need to lighten it up, show more and tell less—craft a story from our findings that draws them in and rely on carefully chosen examples to fill in the nuances and context, rather than more text. We also need to pay attention to the aesthetics—good insights are easily lost in ugly or confusing formatting.

If we do these things, then we may just get to a point where clients do not feel the need to ask for infographics, because the research will not only be accurate and current, as it has always been, but it will be compelling, appealing, and clear, as well.

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Aug27

Isn’t Patient Centricity What Pharma Has Been Doing for Years?

TinaWoodsGraphic2Patient centricity is the new buzzword. Most of our pharma clients have patients at the heart of their corporate vision and mission, and say that the patient voice drives everything that they do. But what does it really mean to be truly patient centric?

At the recent EyeforPharma Patient Summit in London, there was a lot of talk on organising companies around patients rather than brands. And this is not surprising given that a true understanding of patients’ day-to-day needs and how they behave in the real world, as opposed to trial conditions, is critical to developing successful new products over the long term.

As digital channels, including mobile and social media, continue to democratise communication networks, pharma cannot afford to pay lip service to the increasingly powerful patient voice. They need to get used to the idea of patient opinion leaders shaping the future via patient-driven networks. For example, developing patient champions who will talk about their illness will be essential in establishing disease awareness.

The notion of supported self-management and how pharma should/could be involved is a hot topic. It is important to develop integrated, personalised patient support programmes to facilitate quality interaction between patients and stakeholders (including caregivers and family members) along the patient journey. The goal should be to provide innovative solutions around patient needs and wants—to deliver an improved patient experience, addressing patients’ individual beliefs, behaviours and goals as they are on their personal and emotional journey.

Meaningful patient insight is at the heart of any patient-centric strategy. Understanding the lived patient experience, “walking in the patients’ shoes,” is the key to deriving these insights. Anything else is just observation. Unless they have been patients themselves, even healthcare professionals are merely observers and cannot truly understand the lived patient experience.

True patient centricity is in the process of being defined, not by pharma, nor by healthcare professionals, but by the patients themselves. Is it any wonder that people are saying that “true patient engagement is the blockbuster drug of the century”?

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Jul30

Numbers Don’t Lie—But They Could Be Trying to Tell You More

data tabletAn advantage of analytics that is often extolled or capitalized on is the sleek, easily consumed result at the end of miles and miles of data. It is an alluring power, to be sure, and the ability to see past the noise to extract core performance metrics is certainly foundational. Practically, however, these extractions may lull one into seemingly natural simplifications of data in order to provide neat, packaged numbers.

Analytics is not merely a mass of raw data; it is the underlying story being told by the data and it is the story that is meaningful. In essence, context imbues the easy and commonplace metrics we use and rely on with impact and meaning. Merely looking at just one aspect of performance can even be detrimental, as it blinds us from other motivating factors.

In fact, in an increasingly digital HCP world where 98% of physicians use the Internet for professional purposes [1], the task of understanding and connecting with this audience has grown more and more complex.

Specifically, with regard to digital web analytics, some of the primary and day-to-day concerns revolve around site performance and content engagement. What many of these issues generally boil down to are fairly straightforward answers—number of site visits and interest in specific site content.

Volume of site traffic is, independently, a rather inert number that can be incredibly misleading. High numbers one month followed by a much lower volume the next would assert that website performance has declined in terms of site traffic—but placing these numbers in context of another metric could change the view entirely. Looking at visits in light of bounce rates could inform us that a far smaller percentage of visits bounced in the latter month. Time on site might stay the same from month to month, but if page views per visit decrease, then more time is being spent consuming content on each individual page (on average), delivering an entirely different message once a corollary metric is introduced. The goal, after all, is to deliver the right message to the right audience, at the right time. A larger audience might not necessarily be the right audience, and so the quality of a site visit or a digital imprint is affected by and affects a multitude of other elements.

The benefits of exploring the connection between metrics are the models that emerge from the analysis, which in turn allow us to make more surprising and valuable insights. A top-line glance may miss or overlook these connections in its urgency to survey surface-level movements or trends; breaking down site referrals by traffic drivers might display which sources of site visits are the most prominent, but aligning these sources with other factors could reveal that certain segments are more likely to convert (download materials, sign up for accounts, order samples, etc.) and thus lead to immediately effective and actionable conversations.

At any point in a venture where data is generated, or can be generated, analytics can explain, evaluate, and optimize. No one part of it should be taken in isolation from the others, and this is no less relevant to the practice of analytics itself.

It is imperative that analytics never be stripped down to mere metrics, but live and thrive in a much larger framework.

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Jun11

My First Experience Working on a New Business Pitch

FinishLineAt first I was apprehensive about working on a pitch. And by apprehensive, I mean…terrified. I heard about the sleepless nights. I heard about the weeks in overdrive. I heard about the soul-stealing, confidence-crushing monster (perhaps known by others as a time crunch). I imagined myself going into crisis mode…which isn’t pretty, let me tell you: a lot of crying and a lot of M&M binging. But I soon learned that the Kleenex and the M&Ms wouldn’t be necessary. For me, working on a new business pitch ended up being an amazing experience, and a bit like college orientation.

During my freshman year of college, I was placed in an orientation group. It was The Breakfast Club all over again: a group of people who wouldn’t ordinarily hang out are all put in a room, bring their individual personalities to the table, become friends, and develop a special bond because of their experience together. This experience was replicated at Ogilvy CommonHealth in my first new business pitch that happened just weeks after I started my role as a planner.  Not only was I able to meet a lot of new, amazing people and develop relationships with them, but I was also introduced to what my life would be like as a planner. While these relationships were definitely important for the purpose of the pitch, I really loved that they significantly influenced the work I would do in the future. Plus, it made the office a friendlier place!

Now down to business. So, I mentioned my first new business pitch happened just weeks after I began my role as a planner in CommonHealth.  In my 6 months as an Associate, I had some exposure to Ogilvy’s Fusion system and to market research—all very much on the surface. On this pitch, I knew I would get to go way deeper into a brand than I had gone before. This was the opportunity for me to really get my hands dirty. I couldn’t wait. I was able to be part of the planning process from start to finish for the first time. I researched market trends, I conducted target audience interviews, I drafted the Fusion Journey and Blueprint, and I even got to write the creative brief—all in just a few weeks, and of course with supervision (Thanks, Mindy!). I loved becoming the expert on the client’s business and even more so the target; I loved learning about the different experiences these people had, whether a benefit consultant giving weight-loss program anecdotes, or an HR manager sharing how she chooses health and wellness programs for her company; I got to be a part of their world for a few minutes, and I felt their excitement and pride as they told me about their roles in their companies. I loved being a part of the entire pitch process from the competitive audit down to writing my very first DO Brief. It was a three-week taste of everything I would get a chance to work on in my career as a planner. And it tasted amazing.

Goodbye soul-stealing, confidence-crushing monster (the time crunch again). Goodbye M&Ms. Actually, not goodbye M&Ms, I still quite like your chocolatey crunch—not ready to be rid of you quite yet. But seriously, working on a new business pitch has been one of the most rewarding experiences for me at Ogilvy CommonHealth, not only for the extensive planning experience that I gained in such a short time, but also for the friendships I made along the way. Thanks, team! Oh, and to make my first pitch experience even sweeter, we won the business! I continue to work on the brand and grow my planning experiences every day.

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Jun4

The Future of Journalism

reporter with camWatching the BBC news the other night, my partner Ben turned to me and asked, “What’s wrong with that reporter’s eyes? It looks like he’s checking himself out in a mirror somewhere.” He was right, the reporter was checking himself out, but it wasn’t in a mirror – he was looking at himself in the viewfinder of his video camera. Much like Tom Daly in his famous ‘coming out’ video – this journalist was recording himself, making the rookie mistake of not locking eyes on the lens, but rather admiring himself.

Video journalism, where the TV news reporter has no crew and does everything themselves, is not new. In fact a decade ago, it was touted as a great way to break into the industry as a rookie reporter. Usually video journalists worked for small television stations or were covering stories in remote parts of the world – on their own. Few people wanted to do it, so video journalism was reserved for stories which didn’t warrant standard quality pictures or audio – I mean you can forgive the shaky or out of focus pictures when the story is coming from war-torn Bosnia!

In this instance, however, the story was coming from the relative safety of East London. Why then, with Broadcasting House virtually in shouting distance, is the Capital’s premier news service using video journalists? The fact is, video journalism has become mainstream and is virtually compulsory on metropolitan newscasts and 24 hour news channels. As public relations practitioners, we’re acutely aware of shrinking newsrooms and cuts to editorial staff across the news media – and healthcare media are no exception. The rise of video journalism is one way on-the-spot reporting has survived in a budget conscious media environment. In fact, some online medical media outlets have actually grown their video news in recent years.

So, in a post ‘information superhighway’ world (remember that chestnut?) where to for journalism? The truth is, news tastes are driven by the audience and as an audience, we’re increasingly less willing to wait for carefully gathered, edited and produced news.  Journalism today is a constant tug-of-war between getting it right and getting it right now – and it’s hard to foresee this trend changing.

Immediacy is increasingly trumping quality as a battle for the ever illusive scope wages on. Journalists are fighting bloggers, gossip merchants and even Joe Public to break a story. The only trouble is, professional journalists have the onus of at least trying to get the facts right.

So not only must a journalist get the story out first, she must also be seen as an authority on the matter and be the most prolific reporter. How else would she have any cred on Twitter? When success as a journalist can equally be measured in Twitter followers as the quality of their work – journalism today requires balancing one’s online clout with actually producing quality news copy. So worried is the BBC about the focus moving toward the former, it issued guidelines in 2012 warning journalists not to break a story on Twitter before informing their newsroom colleagues.

As PR’s, we’re increasingly aware of evolving our output to service the needs of the busy multi-platform journitator. After some tweetable nuggets? Every press release will contain some. Need an on-the-spot TV studio for a quick video interview? We’ve got one waiting for you. Want to write your story two weeks in advance for an autofile while you’re trekking in the Himalayas? No problem, we’ll sort you out with an embargoed brief and interview.

It’s hard to say how journalism will evolve over the next decade, but it’s clear the pressure for immediacy is about as high as it could possibly get. With this immediacy comes a power shift from the outlet to the story teller themselves. For the time being at least, this opens up a broad opportunity for PR’s to offer tailored content across multiple platforms – albeit to a shrinking number of journalists.

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