Companies Benefit From Becoming Their Own Media Outlet
I was browsing through FoxNews.com the other day and saw an article about the conniption fit the Washington media has been having lately over the White House press office acting more and more like its own media outlet, bypassing traditional news avenues in “favor of releasing its own ‘exclusive’ video, voicing administration opinions on its official blog and blasting out updates via Twitter.”
According to the article, President Obama is conducting fewer press conferences, instead leaning more on internal media to distribute White House news—Press Secretary Robert Gibbs in some cases breaking news on Twitter.
As an example, the article points out that President Obama has conducted significantly fewer “question-and-answer” sessions with the media in his first year in office than his predecessors—47 to be exact (compared to 147 by George W. Bush and 252 by Bill Clinton).
Politics and Washington media aside, the White House is simply doing what most companies and their PR execs need to be doing—creating their own content for distribution through a variety of online, print, and broadcast sources.
The White House Press Corp, used to having access to the President’s Press Secretary, may disagree, but more and more the media is expecting companies to provide their own content and distributing it through those same online and traditional methods.
Companies who see themselves as their own media outlet will have a significant advantage with the media over those who don’t.