What happens when The Drum is silenced…

July 7^th,  2020 was a dark day for South African journalism.  Media 24 announced it was closing several newspapers and magazines and consolidating its business operations.  As a result 500 jobs were on the line and a possible reduction of over 600 positions.

Drum Magazine was a stalwart of struggle journalism and produced some of South Africa’s finest journalists, photographers and editors. It would now be available online only.  Closing one of South Africa’s most recognised print magazines, marks more than a chapter in our social and political history.  It also reflects the sharp shift in media consumption and the devastating impact COVID-19 has had on the economy.

What now for media relations?

What now for media relations?  How should businesses, which have operated for years in a successful and reliable PR space, adapt to the new environment?

Media exposure is valuable to a business because of the impact of third-party endorsement or what others say about you. This builds credibility and trust –  the heart of PR’s power and effectiveness.

Credibility and trust are the essential building blocks to a business’s reputation, and build confidence in its products and services.

Traditionally public relations has focused on media and industry influencer communities, because of the amplifying power of publicity.

Clients are happy to build their communities on social media and other self-publishing platforms.  However, traditional media still has the power to draw new users and customers.

Why news?

The maxim has always been if it is newsworthy it will get published. Despite numerous opportunities for clients to self-publish, the drawcard of journalism is still prized and regarded.

The media is still the go to place for news and current events. The World Economic Survey Understanding Value in Media: Perspectives from Consumers and Industry, confirmed this.  The survey documented the media habits and payment preferences of over 9,100 people in China, Germany, India, South Korea, the UK and the US.

The results were revealing:

• 96% of those surveyed read, watch or listen to news and entertainment
• 23.6 hours are spent viewing media content during a typical week
• 60% of consumers of global services are “engaged” (meaning they registered – whether free or paid)
• 16% pay for news
• 44% pay for entertainment
• 61% of young people (16-34) pay for entertainment
• 22% of over 55s pay for entertainment
• Twice the number of young people (16-34) in Germany, the UK and the US are likely to pay for news than over 55s

What consumers are reading

According to figures quoted in a recent article on Daily Maverick, news sites such as News24 almost doubled their daily users (unique browsers), from 800,000 to 1.6-million during the COVID-19 lockdown. Daily Maverick increased its readership from 300,000 to 500,000.

Ironically,  South Africa’s free press (as indeed that throughout the world) is threatened not by repression, but economic forces and advertising shifts to digital platforms.  The latter provide greater measurability in terms of audience and engagement but may not be perceived as independent.

According to estimates from eMarketer ,“big tech” – companies such as Google and Facebook, now account for about 60% of all digital advertising spend.

Paying for news

Since the July 7 Media 24 announcement of publication closures, News 24 has adopted a Freemium subscription service model on its in-depth news and analysis.

According to News 24 Editor in Chief Adriaan Basson, quoted in Daily Maverick :”People accept that good journalism is worth paying for.”

How then, should the PR industry be charting a path in this new environment?  Given the reduction in “traditional” media (like Drum and others), and the explosion of online platforms.  And what can businesses do:

• Get back to strategy – optimise all platforms you have put your news exposure to work on these to reinforce your reputation
• Be more discerning in what you want to publish. Make sure your release or article can contribute to the wider debate and issue.
• Make sure your news coverage is relevant to the news of the moment.our business is not established in a vacuum and neither should your communication.
• Always ask why – why would your story be news worthy or relevant ?
• Move towards adding value – COVID-19 and the stresses of lock down have provided great opportunities to give back  Almost all of our clients engaged in projects that would improve the circumstances of their stakeholders – be they Government, customers or clients – in some way.
• Get others to talk about you – double down on audiences for case studies, testimonials, as proof of your track record.

Conclusion

As businesses face up to the array of challenges thrown up by the events of 2020, they need to see opportunities rather than just problems.  This is particularly true in the area of communication with clients and customers.  Decisions should be informed, not by “what we always did,” but rather by expert input from people who understand the new realities of PR and how to leverage advantages in the new environment.

And that is where an agency like Pleiades is able to offer guidance and value.

[1] Nielsen, content marketing is 88% less effective than public relations,