COMPLACENT MARKETING
While the app has more pros than cons , its setup also raises the question of ethics in media relations . The way the app works blurs the fundamentals of the profession in that one of the ways that PR is different from marketing is that it is not paid-for coverage , PR thrives on being able to offer earned media coverage .
Granted , the current online and digital PR landscape has almost already blurred the line between earned and paid media as most organizations now have bloggers on a retainer to get increased corporate coverage , but the concept of having journalists paid to carry more stories under the ‘ guaranteed coverage ’ model proposed by the Supernewsroom app means meaningful PR coverage could potentially become a paid affair . With the current approach where corporates pay online sites , they are guaranteed coverage even when breaking news will often tilt the headline and adoption of this model will only escalate the problem .
It is now also increasingly difficult to secure earned media in most mainstream media houses where PR stories are a preserve or valueadded offering given to hefty ad spenders who get priority over nonadvertising clients . With shrinking editorial teams in mainstream media houses , smaller newspapers , reduced circulation numbers and more commercial pressure to contribute to the bottom line , adoption of the Supernewsroom app will only drive the commercial agenda further .
By increasing the scale of access to news , journalists will have to develop more captivating or sensational headlines to chase leads and drive up subscriptions ,
“ The ultimate outcome is that this innovation can completely change the way PR is measured as it will create a blurred line between paid and earned media ”
“ Innovation is bound to be a game changer in the PR industry , in the same way advertising and marketing have already begun to see a shift in their respective industries .”
engagement and growth of their digital news platforms . The app however also has the potential to change how online news media operates and give other sites an upper hand over mainstream news sites that currently enjoy some of the largest following .
To thrive in the innovative PR world that Supernewsroom offers , content developers will also need to up their game as benefits of using the app is based on web stats . The better the content on the site , the more the hits , the higher the reach and the more the earnings . This will eliminate the current click-bait sites or seasonal online sites simply by giving them a low rating and making it easier for PR professionals to work with reputable sites which receive good readership and high reach .
The benefits also extend to organization of all sizes as it will be much easier to get media placements without necessarily having to pay large advertising sums . Coverage on mainstream media online sites will also increase as these journalists would be part of the media listed on the Supernewsroom app .
Most importantly if the Supernewsroom app is adopted or similar innovations penetrate the local market , both corporate executives and communication professionals will need to change the way they view the value of media coverage . As it stands , the emerging digital landscape has shifted the way we measure the success of a PR campaign . Mainstream media coverage has to be viewed alongside digital and online PR to determine the real outcomes of any PR campaign as online and digital PR activities can at times return the best outcomes , offer higher reach and engagement , leading to quick results on awareness , comprehension and sometimes even behavior change .
Continuous innovations in the industry will wipe out unreliable reporting on PR coverage and achievements such as AVEs in the long run and will move the industry towards more tangible metrics that professionals can rely on . Other factors such as the use of influencers and vloggers could also spur PR measurement further and place PR in a potentially competitive space with advertising and marketing in the next few years .
One thing that innovation will not change is the need for PR professionals to maintain relationships with journalists . This will be important for brands to be able to tell authentic stories , connect with their audiences and drive specific messages through online media platforms . Relationships will still be necessary for events such as media junkets , press conferences whether taking place online or in the physical .
Currently , PR Newswire , Cision offer some of the services available on the Supernewsroom app but the main difference is that Supernewsroom does not charge a subscription but allows you to pay on demand and offers ‘ guaranteed coverage ’. If launched in Kenya , it will be a true test of the strength of the profession in the region , but will also open up business opportunities for highly innovative and adaptable professionals in the country . ■
Diana Obath is a seasoned Public Relations and Communications Specialist . You can reach her for this or related issues via mail on :
ObathD @ gmail . com .
MAL 44 / 21 ISSUE 33