It’s hard to imagine if you’re a millennial or younger, but the media landscape was once much easier to navigate than it is today.
Now, that doesn’t mean media relations was a slam dunk.
But there were fewer publications, staffing levels were higher, and competition for space, while always a factor, was more reasonable.
Today? It’s a different world.
And in response, many communications pros are reaching out to embrace tools — such as owned media, the “O” in the PESO model — that were not traditionally part of the communications playbook.
We reached out to Megan Licursi, president of the Florida-based Licursi Group and long-time media relations pro.
We asked for her take on what’s changed — and what’s working — today in owned media for PR. Here are the questions:
- Let’s start big: Besides the drop-off in titles and journalists, what are some less-noticeable challenges you’re seeing in consumer media?
- Would you say earned media is dying, evolving or something else?
- Once, you were a comms grad just starting out — how has the PR industry changed? How has pitching media changed?
- Related: Other than social, what new skills must comms students master in order to be competitive?
- Owned media was once a play only for the largest companies, but today it’s everywhere. How has that changed agency work?
- How do you ensure that owned media is ethical?
- Do you find that clients “get” owned media? Do they see it as a full, fair replacement for traditional earned media?
- What do you look for when hiring young talent?
- What’s your best pitch-gone-wrong story?
- Make the PR case for dogs vs. cats.
PRStudChat: What’s Happening With Earned Media?
So what, exactly, has changed? Valerie Simon sums it up well:
Consumers have truly redefined the media landscape. No longer captive audiences parked in front of their TV or radio, today consumers are listening to podcasts, engaging in social media and finding new ways to consume news as they engage in other activities! #PRStudChat https://t.co/L3sQaoVIV7
— Valerie Merahn Simon (@ValerieSimon) January 17, 2019
And Licursi points out that fast-changing mastheads at media outlets are part, but only part, of the challenge comms pros face:
A1: While rosters change everyday; the outlet universe is getting bigger as mainstream media venture into sponsored content #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
Meanwhile, trust has gone out the window:
A1: While rosters change everyday; the outlet universe is getting bigger as mainstream media venture into sponsored content #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
The Skills That Now Matter Most
Looking at how things evolve, Ryan Honick says it’s all about attention:
It’s absolutely evolving as the battle for eyeballs is intensifying since attention is the commodity and to be successful with earned media the story must be compelling. #PRSTUDCHAT https://t.co/zS2gaUu4aP
— Ryan Honick ♿️ (@ryanlhonick) January 17, 2019
And Licursi put emphasis on just how short attention spans are these days:
A3: E-mail pitching has also changed. You’ve got the subject line in order to grab their attention. #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
There was a wide range of smart, varying opinions on what industry changes have done to shape today’s media landscape. And, what new practitioners need to know.
Suggestions for new skills and emphasis areas were many. From video…
A4. Video, video and more video. From the streaming technology to on-demand, being hands-on with video is important. #PRstudchat
— Deirdre Breakenridge (@dbreakenridge) January 17, 2019
… to analytics…
A4: Analytics.. social, digital. Understand what is really being said by competition, loyal brand followers. This is all part of strategic research and planning. #PRStudChat
— Jason Mollica (@JasMollica) January 17, 2019
… to simple patience…
RT @meganlicursi: A4: Patience. The PR industry is just now embracing the sponsored content era; clients need to be educated and that takes time #prstudchat
— Deirdre Breakenridge (@dbreakenridge) January 17, 2019
… to conversational chops:
is it too much to emphasize writing skills – not new, but certainly the one differentiator in our new hires. also, how to speak on the phone and carry the conversation with a journo or client. #prstudchat
— jr schmitt (@cloudspark) January 17, 2019
#PRStudChat: Owned Media Here, There, and Everywhere
What’s the case for owned media in a nutshell? Licursi lays it out with an example:
A5: We are a CPG agency; our clients want coverage that airs in their retailers DMAs. Owned content to the rescue: https://t.co/gxkGe4Hrmu #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
And owned media doesn’t mean trash media, say Licursi and Breakenridge:
A5: Owned content should be original content, as well as accurate content. #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
A6. To help ensure your owned content is ethical you need to educate employees on marketing ethics beyond your comms department. #PRStudChat
— Deirdre Breakenridge (@dbreakenridge) January 17, 2019
How do you best keep it ethical? Start with disclosure:
A6: Proper disclosures are an obvious first step to ethical owned content #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
#PRStudChat: Do Clients Get It?
All hail the PESO model — at least, that was the consensus of many people on the chat. And even those with clients that didn’t get it had some faith that things would get better.
A7: Our clients haven’t grasped owned content as an earned media replacement. Not yet anyway. #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
I know they will! The PESO approach, when implemented properly, actually makes everyone’s job a bit easier #PRStudChat
— meganlicursi (@meganlicursi) January 17, 2019
Some do however others are very confused by the entire #digitalmedia landscape and are frustrated and overwhelmed by its fast-changing nature #NotInMyColour #PRStudChat https://t.co/eROI1CKEnw
— Not In My Colour (@NotInMyColour) January 17, 2019
What are you all doing to help them get there? #prstudchat
— PR Student Chat (@PRStudChat) January 17, 2019
#PRStudChat: What Do You Want in a New Hire?
Question eight brought some insight to the assembled students, faculty, and guests on the chat. Licursi offered up the following:
A8: Writing, tenacity and creative thinking skills. I want to learn from my new hires as much as I want them to learn from me. #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
And Erica Ifill said a mix of skills and reliability was key:
☑️ social media presence (not necessarily by follower count, but by consistency)
☑️ familiar with data
☑️ new ideas
☑️ knowledge of social graces
☑️ reliable #NotInMyColour #PRStudChat https://t.co/f1ViawLl2o— Not In My Colour (@NotInMyColour) January 17, 2019
#PRStudChat: Pitches Gone Wrong
Although there weren’t any blood-in-the-streets horror stories from the group, Licursi offered up some wisdom about failed pitches that everyone could benefit from:
A9: I like to think I’ve gotten better with time, but our pitch failures come from not properly vetting a blast distribution list #PRStudChat
— meganlicursi (@meganlicursi) January 17, 2019
#PRStudChat Holy Wars: Dogs vs. Cats
As you might expect, there were a lot of opinions on this one.
Rather than recount them all, we’ll take you out with dueling input from Megan and #PRStudChat host, Dierdre Breakenridge:
A10. Dogs, dogs, dogs. Not sure it it’s much of a #PR case, but I love them! #PRStudChat pic.twitter.com/O86iA03wl0
— Deirdre Breakenridge (@dbreakenridge) January 17, 2019
Not swayed, Licursi had a response of her own:
A10: I’ve never hired a #yesman so I’m pro-cat! You have to earn their affection! #prstudchat
— meganlicursi (@meganlicursi) January 17, 2019
#PRStudChat: Until Next Time!
If you didn’t have a chance to join the chat last week, you can follow along with the summary below, or check out the #PRStudChat hashtag on Twitter.
Remember, if you ever have questions before or during the chat, please tweet @PRStudChat, @SpinSucks, @LKPetrolino, @ValerieSimon, or @DBreakenridge.
Otherwise, please join us in the free Spin Sucks Community where we discuss #PRStudChat themes at length, along with many other like-minded issues (we may go off track now and then, but that’s part of the fun).
About #PRStudChat
As always, PR Student Chat—co-founded by Deirdre Breakenridge and Valerie Simon—partners with trusted industry leaders to help shed light on the ever-changing issues that affect our role as professionals.
It helps students, and practitioners alike, learn from the experience and perspective of other industry professionals.
In addition, it’s a community where everyone can learn and grow together.
Please stay tuned for our next session, topic, and guest host.