The media doesn’t need PR? It’s an illusion
The New York Times ( NYT ) recently introduced three-dimensional offline experience marketing. The space is a subway station, and the materials are our products. Representative NYT content was filled inside and outside the shuttle route vehicle that runs from New York Times Square to Grand Central Station .
During the 90 seconds between stations, passengers see, touch and experience the NYT product line. For each concept in each section, key contents such as news, games, cooking, audio, Wirecutter ( product review site), and The Athletic ( sports media) are accessed through pop-up events. It is part of the NYT campaign ‘ All In ’ being launched this year .
NYT is one of the media companies that markets itself with sophisticated communication methods. In 2017, the company launched its first brand campaign in over 10 years under the theme of ‘Truth ‘ , which became a hot topic in the industry. Content changes and organizational transformation were told through campaign stories, while incorporating the core values of journalism.
By accelerating digital transformation, they have made their brand presence known in the name of ‘innovation’. NYT has since maintained its ‘independence (We have consistently promoted the brand with messages that are in line with our management strategy, such as ‘ Independent ‘ and ‘ Subscription ‘.
As an extension of that, this marketing clearly revealed the new identity of a media company in transition. It shows that it has evolved beyond the traditional newspaper company that deals with a single product called ‘news’ into a subscription platform that encompasses products beyond news. In particular, the bundle strategy, which raised NYT ‘s digital competitiveness to the next level, was brought up for the first time as a campaign topic.
NYT’s head of marketing said, “By displaying all of our products, we can reach out to subscribers , readers , home cooks , problem solvers , and sports fanatics, and use them on their commutes and everyday life.” “The goal of the campaign is to present a new way to use the NYT ,” he explained. The series of activities attempted by
the NYT should be viewed in terms of managing and strengthening reader relationships rather than as one-time performances. Nowadays, the media, like other companies, needs efforts and its own strategies to improve relationships with customers, that is, readers (audiences).
We need to properly convey the current status of the paper newspaper that has become a lifestyle platform to various ‘content users’. When it is recognized differently not only as individual content but also as a media brand, it can attract the attention of potential readers. No matter how well a product is made, it cannot survive in the market if it cannot convince consumers of the utility of the product.
Reader relationship management should not rely solely on flashy(?) marketing that directly invests a significant budget. PR that properly informs the overall management of the media company, including products and servicesActivities must be the basic foundation. If you are a news company, you must first treat various news within the organization as news and accurately convey its meaning.
NYT has a press space online and shares various news. If there is a story related to news, special features, opinions, etc., it is discussed in detail in the ‘ Times Insider ‘ corner. And all of this content is archived on the NYT website along with regular articles.
Although there are differences in degree, major overseas media outlets also engage in similar activities. The Washington Post introduces changes in media companies’ policies and members, as well as large and small events, through its PR blog. The same goes for the Guardian’s blog ‘ insideguardian ‘ and the press corner of the German daily newspaper Taz . Tatsu not only posts its own press releases, but also accepts requests for mailing services메이저사이트.
On the other hand, Korean media is very stingy in communication with readers. The media themselves seem reluctant to tell internal stories. Any channel run by a media company contains its own news. The ‘Notice’ corner, which can be found in many newspapers, is operated only to announce profitable events or promote new programs.
Meanwhile, information about the media that readers need to know is passed around in the form of gossip, whispered about in group chat rooms. The number of visitors and subscribers has never been properly disclosed. The management situation is the same. Korea’s closed and secretive media culture causes news consumers to become indifferent and distrustful.
Some argue that the spirit of journalism and the concept of public relations are in conflict. This is due to the industry’s practice of exaggerating and exaggerating the reality rather than the original purpose of public relations , which is to promote relationships with readers (the public) . However , PR and marketing are essentially strategic activities of companies that strive to connect with consumers in a market where product competitiveness is being leveled upward.
Korean media must objectify its own position in the media ecosystem and be honest about its brand. We need to start with a transparent approach to informing the media of the activities they carry out. Considering the reality of the media becoming more separated from consumers in a downwardly standardized market that pours out similar content, it is by no means something to do like looking at a fire across a river.
The media conveys one’s appearance, situation, and career path.Basic PR activities can be a shortcut to creating true brand competitiveness.