Legacy media still plays a role
One of the best sources of fact-based information I follow is the Pew Research Center for Journalism and Media. Their reports on media usage, current events, and election year issues provide a sane counterpoint to social media surveys and contests. Some recent surveys have restored my faith in legacy media and confirmed my long held suspicions.
Despite the virulent war of words on social media, it is not the main source of news for most Americans. Less than 20% of us get news from social media, while 45% of us rely on local, network, and cable TV. Sorry newspapers, but you’re only a source of info for 3% of Americans who still subscribe for the grocery coupons.
Among those who trust social media for their news, they are younger and less educated than people who use other platforms. And you wonder why stories about aliens and the Kardashians keep showing up on your Facebook feed.
Next, look at how local news figures into the mix. Almost half of Americans are sourcing information about the pandemic locally—that means radio stations, TV news, maybe even those who are still reading the local paper. And based on research (not opinion) survey respondents indicated they still trust their local news sources.
What does this mean for your business? Increasingly I’m seeing B2B firms place more emphasis on social media as a primary communications platform. It certainly is part of the mix, but should not eclipse a public relations/media relations strategy that reaches out to local and regional legacy media. Regional media won’t give you the daily report of likes and shares that social media delivers, but the credibility factor is huge. Coverage in targeted media outlets gives your organization an endorsement of sorts from an objective, third party—the media.
Leveraging the power of legacy media is more than just blanketing reporters with press releases. It’s about creating a human connection versus a transactional relationship. It’s about understanding what media outlets are looking for in terms of coverage that relates to their audience, and delivering it on their timeline (not yours). And mostly, it’s about being a savvy consumer of the news and trade news to figure out how your organization or product fits in.
In the meantime, put down that Instagram post and tune into the local news.
For more information on the Pew Research Center, visit this page.
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