You know the good old days of newspapers have gone, don’t you?
You know that the press release is at best dying too?
If you don’t, here are three more nails for the coffin.
Firstly, the digital first Manchester Evening News have been telling PR people, apparently, they won’t look at what you send unless there is an image or a video attached.
Secondly, when Birmingham New Street re-opened central government comms people by-passed the Birmingham Mail and the BBC and went straight to the Birmingham Updates hyperlocal site with a video for their 200,000 Facebook page.
Thirdly, the Independent newspaper is to scrap its print edition and concentrate on the web. ‘There are not enough people,’ Independent editor Amol Rajan wrote ‘who are prepared to pay for printed news, especially during the week.’
A downward spiral for print
But it’s not just one national title that’s fading from print. More than 300 have closed completely in the UK in the last 10 years.
Brian Cathcart, a journalist professor and Hacked Off co-founder on the day the Independent announcement was made wrote in The Guardian mapped the decline:
“Trace the downward curves of print sales over the past couple of decades and then extend those lines into the future: you will find they all hit zero at some point in the next 25 years or so – and of course they will have to cease publication long before that zero moment comes.
“Indeed for most people under about 25 it is already extinct – a couple of years ago I stopped talking to my students about newspapers because even budding journalists don’t see the point of buying a wad of newsprint every morning.
“The grand tradition of newspapers, sometimes noble sometimes shameful, is coming to an end. Connections that go all the way back to Gutenberg are fraying and we will soon be left with little more than old people’s memories.”
But let’s not be sad
I love newspapers. I worked on them for 12 years and started my career on a Staffordshire weekly carrying pages of type on a hot metal newspaper that used 1880s technology. I’ve had printers ink under my finger nails. It’s sad to see an industry in decline. But watching this trend for communications and PR people is a red herring.
People aren’t consuming the media through newspapers in print or web in the numbers they were.
The future of news debate, I once heard it said, is the most boring debate imaginable. The only people having it are hacks and ex-journalists. Everyone else was already hearing Osama bin Laden was dead on Facebook.
Stats confirm it. Ofcom say the average UK adult spends 15 minutes a day reading newspapers in their hand or online. That’s just over half the amount of time they spend scrolling through their Facebook streams and on their other social media sites. Newspapers are also the least popular way of getting news.
Yet there is an unhealthy fixation with the newspaper industry in some parts of public sector communications. The tyranny of the local newspaper frontpage is a thing.
Print may go but journalism evolves. This is the death of a redundant medium and not the message, Brian Cathcart in The Guardian says. He’s right.
The lesson remains the same
But communications people shouldn’t smugly ignore the lesson here. You may not have to live or die by newspaper sales. Your .gov website may be well placed for SEO. But nobody is queueing up outside their town hall, head office or headquarters for their press release. They’re too busy reading the BBC website, watching a 20-second Facebook video or finding out the football score on Twitter.
Newspapers have woken with a jolt to realise that shorter, sharable, engaging content is what people want. Communications people should pay heed.
The lesson remains the same. Change and get new skills or be irrelevant.
Credit to Albert Freeman for spotting the Independent editor’s comments.
Picture credit: Peter Burka / Flickr / https://flic.kr/p/uUcuRJ
It’s not next week, the next Tour de France or who will be in the squad for Rio that occupies cycling’s Dave Brailsford. It’s what his best team will be in five years time.
“I find that once you’ve done that,” he told the BBC, “you can work backwards to work out a way to get to where you want to be.”
It chimed with something I’ve often reflected on for some time. Just what should a comms team look like? Not the press release counting machine of history. Not either a team of ninjas on hoverboards. Communications people if they want longevity should be moving. Unlike Dave Brailsford we don’t have until 2020. For some its too late.
Your job used to be create content in a place where people went to consume content passively.
Your job is now to create content in places where people want to consume content where they can share, comment, engage, praise and complain.
If that’s not for you, it’s maybe time to think about that alternative career.
The best day to plant a tree was 20 years ago. The second best day is today. It’s the same for you and your team.
But that’s enough of the clichés. Here’s some nitty gritty of what you need to know.
As a head of comms or as an individual start mapping where you want to be
Dave Brailsford is right. If you aren’t looking forward you will be made an irrelevance if you aren’t already. It isn’t for your line manager to map your positive future. It’s for you.
As a team, don’t call yourself press officers or even PR
No longer the only show in town the Press is changing. News rooms decimated, Photographers laid off. Anyone who says otherwise is a fool. What is left is a media – let’s call them that rather than newspapers, radio or TV – blinking at the harsh light of the web. Some are evolving. What will survive are those changing into organisations who tell stories with data, pictures or video and in realtime unfettered by print deadlines. Like here or here.
If public releations was to give PR advice to PR it would be to drop the line ‘PR.’ Too toxic. Too reminiscent of Max Clifford and spin.
As a team, don’t be channel fascists
So, be content creators. Not a press officer or a press office. Provide content in the right way at the right time to the right people. Do that free from always having to go through the Priesthood of journalists. The team that does everything as a press release or as a tweet is just as guilty of being a channel fascist. Understand the variety of channels there are and know how to create content for them. And by the way, cut and pasting the same content in six channels doesn’t work.
As a team, look for the influencers who can influence networks
Some may be in the media. Some may be bloggers. Some may be people with important jobs. Some may not have important jobs but have a huge following on Twitter or run a hyperlocal site. Some will be your staff.
As a team, outsource comms to plug into networks
There won’t be enough of you to do everything anymore. So when you set the strategy be gateopeners to other people across the organisation. The Environment Agency manager on Twitter reaches an audience the press office can’t reach. So does the museums assistant who uses Twitter. Or the countryside ranger.
As a team, know your media landscape and break the tyranny of the local newspaper frontpage
If the days when everyone read the local paper ever existed they are over now. Find out what media cover your organisation. Find out their circulation and reach. Find out how many people are on Facebook, LinkedIn, Twitter and YouTube. And use email. Use the annual Ofcom stats as a starting point.
Run a survey of where your team are spending their time. Does it match up with what the landscape actually is? Produce an infographic of where the landscape is and circulate it to everyone. Hang it on your wall. In reports refer to it. Sit down with those in charge and explain it. Ask for permission to re-calibrate.
As a team, the look finance in the eye test
In the old days, comms and PR teams could get away with a vague brief of ‘making the people in charge look good.’ An office two doors from those in charge was their ether. They realised too late that where your office is is no guard against the pain of cuts. Scrapbooks of cuttings from the local paper of a person in a suit planting a tree is spent capital. What talks are business objectives expressed as pounds, shillings and pence. That drive to recruit more foster carers? Thanks to comms it saved £100k. That is what justifies what you do. If it’s not a business objective don’t waste your time.
As a team, generalise but specialise
Making video is tricky and if someone is good at it encourage it. Don’t hold them back. Encourage fresh thought. Embrace experiments. Some will work. Some won’t. But always be learning. But share the sweets across the team and wider.
As a team, get over yourself
You used to have it all. The control. The ear of the people in charge. The sole ability to communicate with the media. That’s gone. But don’t fight it. Sometimes it’ll be you. Other times you’ll get in the way. Sometimes your job will be advice. Sometimes it will be to stand back. Set the strategy. Share the sweets.
As a team, think beyond ‘traditional social media’
At some point the tipping point was reached and people started to ask not for press releases but for Twitter accounts or for stuff to be posted on Twitter. What lazy rubbish.
As an organisation, it’s okay to have social channels that are social
Let the guidemark of the 80-20 rule govern what you do. Share other people’s content. Be human. Tweet a picture of where you are and what you are doing. Asda observe this rule for their hard headed business focussed yet social channels. So do police officers. It works. It’s not messing about. It’s being an effective communicator.
As an individual, challenge, experiment and learn
Whether you are the head of comms or not you need to learn, experiment, challenge, kick tyres and do things in your own time. By all means clock off at 5 o’clock. But you won’t be around for much longer. A new job? Not in communications you won’t.
Three quotes you need to know and live by
‘Hyperlinks flatten hierarchies,’ – The Cluetrain Manifesto, 1999.
‘We need to communicate like insurgents,’ – Tom Fletcher, UK Ambassador to Lebanon, 2014.
“There remains a perverse determination within PR to defend top-down behaviour in a flatter world. PR currently speaks to hierarchies in a world of networks. It is therefore starting in the wrong place both for its own domain and the wider universe of citizens, companies and brands. PR can no longer dictate on its own terms.
“It is not about loudhailer broadcasting or ‘managing the message’ anymore. Shrill press releases are irrelevant in a world that sees through obfuscation and deceit. Building advocacy and activism within networks is the way forward. The voices of regular people need to be heard.” – Robert Phillips, 2015
– Robert Phillips, 2015.
40 skills a comms team needs
Here comes the list. You know what the single most reassuring thing is? All this is achievable. Many of the skills we have can stay with us. Story telling. Relationshiips and the like. But the technical skills are evolving constantly. You stand still at your peril.
All will need
To build relationships
To educate the people you serve
To know the value of networks and to know yours
To accept change
To know when to say ‘no’
To be a diplomat
To challenge – ask why we are doing this?
To listen as an individual
To help people listen as an organisation
To write for the web
To tell stories
To create the right content for the right people in the right channel at the right time
To source photographs
To train others
To know the value of internal comms
To take risks
To be small ‘p’ politically aware
To know when to write a comms plan and when to say ‘no.’
To be self-aware
To be professional
To interpret data
To be broad shouldered
To capture and communicate emotion
To be tenacious
To be visible
To be professional but not be constrained by one profession
To be creative
To manage time
To create and run a survey
To take photographs
To know how to handle crisis and emergency comms
Some will need
To write press releases
Technical: Content creating for the right channels
To know when and how to create content using data
To know when and how to create text, images or video content tailored for email, Twitter, Facebook, LinkedIn, YouTube, Audioboo or Soundcloud.
To experiment with new channels and to know who uses them.
To know when and how to create a press release
To know when some print is needed
Two sessions and a lot of thinking shaped this blog. One session at UK Govcamp two months ago and one at comms2point0’s campaigns masterclass last month. At both I just asked for ideas on individual skills to see what patterns emerged. Thank you if you contributed. Thank you to Emma Rodgers who co-led the masterclass session and annogtated the skills we listed. This post is the reading of those ink blots mixed with things I’ve written about before.
If you are slightly apprehensive and a little excited and good luck we’d love to talk to you.