Can PR Professionals Help Bridge the Media Trust Gap?

Can PR Professionals Help Bridge the Media Trust Gap?

An unlikely source confirms the public’s trust in journalism continues to crater. That provides an opening for PR professionals to help restore faith in a critical institution. Journalists questioned in a new Cision report confessed their profession’s brand has suffered in recent years. “Ninety-one percent of journalists believe that the media is somewhat or much less trusted than they were three years ago” (Cision, 2017). Distrust towards the media is now on the same level as distrust with government officials. That comes on the heels of numerous recent studies showing the public’s ebbing faith in the Fourth Estate. That’s sobering news for reporters, especially since 60 percent of those questioned believe that stating the facts is more important than being first or reporting opinions (Cision, 2017). The decline means the ties between PR professionals and reporters are more important than ever. Communications professionals can work hand in hand with journalists to create better outcomes for all. It won’t be easy. Journalists face multiple challenges in 2017, from regaining public trust to working with smaller news teams and budgets. Enter the savvy PR professional. “When communicators know more about who they are pitching, what reporters need and how to help them get ahead, brands can build trust and nurture relationships” (Cision, 2017). Cision advises communicators to shy away from “batch and blast” pitch methods which can sour communicator/media relationships. That practice proved the top complaint of journalists. Journalists, often battling strict deadlines, want important, relevant information in ways they can easily digest. Ninety-two percent of journalists prefer email pitches. Phone and social media pitches rank below three percent each. “Newsworthiness...
Novitas Communications CEO Supports Documentary on Elected Women in Colorado

Novitas Communications CEO Supports Documentary on Elected Women in Colorado

The Denver Post, Strong Sisters: An upcoming film on women and Colorado politics, April 27, 2015 By Lynn Bartels Novitas Communications CEO Michelle Balch Lyng attended a fundraising luncheon Monday sponsored by law firm McKenna Long & Aldridge to support the production of “Strong Sisters,” an upcoming documentary on women in Colorado politics. Joining Lyng were a number of notable Colorado women, including former Colorado First Ladies Frances Owens and and Dottie Lamm, and former House Majority Leader Amy Stephens. “Strong Sisters” raises awareness about women’s intrinsic role in Colorado’s political history, and challenges the audience as to why Colorado has yet to see a female Mayor of Denver, U.S. Senator, or Governor. “Strong Sisters” has begun editing interviews from elected Colorado women this month. To watch the trailer and learn more about the not-for-profit, click...

Content Marketing: Six Steps to Share Your Message

Content marketing is an effective tool used to create new channels of awareness without waiting for mainstream media to listen to your voice. Create and distribute a compelling story directly to your target audiences using these six steps: 1. Know Your Plan As with any PR tool, content marketing requires you to research and organize before taking action. Answering questions like, “Why is this issue important to your audience?” or “Why is your goal, cause, or perspective relevant?” will clarify your objectives before you start. Set measurable, attainable objectives up-front so you can track your success. 2. Know Your Audience Once you know where you are headed, it is critical to determine your audience. PR is all about people, and content marketing is a strategic tool used to create personal, trusting relationships with those who will influence the spread and support of your message. Because of this relational dynamic, content marketing can change long-term attitudes. Is your audience local or international? Is it gender-specific? What thought leaders or related issues does your audience already watch? 3. Know Your Story The story is the central component of content marketing, because it expresses your message in a relevant, impactful way based on your research. Ask questions like: • Who is telling your story? • Are they believable, relevant, and inspiring? • Does your story support the purpose behind your message? Distinct from a sales pitch, content marketing uses a story to drive future efforts and create relationships. The story should remain relevant and use both emotion and facts to engage your audience. 4. Know Your Channels Channels are the platforms used...