MEDIA TODAY: ‘We are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle.’Posted: August 9, 2016 | |
“I love newspapers,” legendary Sunday Times editor Harold Evans once said, “But I’m intoxicated by the power and possibility of the internet.”
I get that.
It’s hard not to be a participant or a watcher in the media landscape in 2016 without being fascinated at how fast it evolves.
There was an excellent interview by Alex Spence on political website politico with the outgoing director of communications at the Prime Minister’s Office. Craig Oliver spent six years in the post. Leave politics aside, he has some really useful observations. You can read full post here. Here are a few highlights:
On the changing political media: “The reality is that we are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle, when news is coming at you all the time, constantly, and the next headline is not the top of the next hour on a 24-hour news station, but in the time it takes for somebody to type out a tweet.”
On which media — TV, radio, newspapers, digital, social — now has most influence on political news: “You’re saying, ‘Is the TV news the most important thing?’, and actually that feels slightly dated as a question. Yes it’s massively important but I still think, what are we saying to the newspapers, what are we saying to the broadcasters, what are we saying to social media, I treat each of those quite equally. They all bleed into each other. Increasingly you have news organisations that do websites, podcasts, vodcasts, you know, essentially mini-TV programs, little videos, little audio bites, it’s all merging together. It’s how are you impacting traditional newspapers, how are you impacting the traditional broadcasters, how are you having an effect on social media and that kind of digital world. It is starting to mesh and move but you still do have to think in each of those three ways about each story.”
On the enduring influence of the newspapers: “Anybody who did this job who didn’t think that newspapers had a very powerful influence on the political debate in this country would not be understanding the situation properly.”
These are points that any comms, PR or social media person needs to understand. It echoes something I’ve been saying for a while. Know your landscape. Know your stats. Don’t be a channel fascist and close things out entirely. Use the best channel. Not the sexiest.
Picture credit: Hakan Dahlstrom / Flickr