What’s In The Daily Newspaper? Does Anybody Know?

Posted on January 8, 2010. Filed under: Public Relations, Ramblings |

It’s not news that newspapers are losing readership. You’d think the PR community would be the last reader bloc to go.

Maybe not.

A friend of mine, a well-respected member of the Twin Cities PR community, recently made the society pages of a Sunday issue of the Minneapolis Star Tribune (circulation around 600,000) in a big way. She was prominently featured in a photo from a major cultural event.

Sad to say, she didn’t see the photo until someone noticed it for her. Sounds like she skipped the print version of the paper that day.

I’m not knocking her or her Sunday reading habits. It’s just one more indication of how much ground newspapers have lost with the public. Now if there’s a bright side to this story, it’s that the opportunity for PR people is to work with what the world gives them. The value of a newspaper placement — they still employ real journalists, for heaven’s sake, who know what news is for the most part! — today lies in what the enterprising PR professional can do with it to help make it bigger news. Tweet it up! Talk it up on Facebook! Link to it on your client’s website. In short, be a publicist for the news that’s in the newspaper.

On a recent NCIS TV show, one of the investigators was complaining bitterly about having to wade through the digital swamps as she sought out news on the Internet. Jethro — the Mark Harmon character who captain’s the investigative crew — overheard and laid a fresh copy of the day’s newspaper on her desk. There it was, he indicated – the perfect news package, all wrapped up and begging to be read without the bothersome distraction of the Internet. It was a revelation to his young investigator.

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