Digital transformation is breaking the news.
In this article, I’ll show you why online journalism must first break to survive in the online media landscape.
As a digital strategist, I’ve monitored media trends and digital transformation for organisations for over a decade.
Today, news organisations have a choice to make.
A New Model for Online Journalism
In the past, readers, listeners, and viewers found the news in either newspapers or televised broadcasts.
However, the news media landscape of tomorrow will have little to do with newspapers or broadcast networks. Our traditional news organisations are slowly becoming dusty relics of our non-digital past.
Change is unavoidable. But one cannot just take these two types of organisations, add digital distribution channels, and expect them to work.
We know that news sites and streaming services work, but unfortunately for many traditional news corporations, these two media platforms don’t work in tandem; this is why traditional newspapers and broadcast networks must first break.
Starting Point: Newspapers
Most news sites aren’t “news sites;” they’re newspapers published on websites.
Producing multimedia news for a digital context takes years — especially if the transition to digital revenue streams is slow and laden with trial and error.
Also, a news site cannot be successful on its own; it must coexist in symbiosis with search engines and social media platforms.
Quality is always a factor in reporting the news, but the transitioning newspaper must build speed and volume.
Read also: Digital-First is the Way
Starting Point: Broadcast Networks
Broadcast networks generally have two separate value propositions: On the one hand, they produce high-quality news shows, and on the other, they provide episodic entertainment.
Daily news content won’t survive if the broadcast network migrates into a streaming network.
Conversely, their episodic entertainment won’t survive if they move into the news site model.
Since both models require a lot of effort, splitting the broadcast network into two separate entities might dilute the resources needed for the transformation.
Read also: How To Pitch a PR Story To a Busy Broadcast Newsroom
Possible Destination: News Sites
Some newspapers will transition into news sites.
First, the newspaper must build a user-friendly site with a best-in-class conversion design.
Second, the newspaper must be able to produce video news stories and quality news shows.
Also, they must transition their ad-based print model into a loyalty-based online subscription service — without locking away the actual news behind paywalls.
Read also: The Future of Online News: How To Convert Premium Users
Possible Destination: Streaming Services
Streaming networks have the most straightforward success strategy in the new landscape; they provide paying subscribers with the highest quality episodic entertainment.
To stand out and accelerate growth, produce original content to attract and maintain audiences.
The main challenge is a costly game with fierce competitors like Netflix, HBO, and Amazon Prime. Like Last Week Tonight with John Oliver, some news shows can survive as a streaming format, but these are likely to be few and far apart.
Read also: House of Cards is Changing the Streaming Game
Breaking the News
Tomorrow’s news must evolve into formats compliant with digital-first media logic regardless of the chosen route.
If compliance means that most news organisations must break, they will be wise to break on their terms.
Read also: How I Want My Online News
Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via email@example.com.
PR Resource: Journalism vs Public Relations
Journalism vs Public Relations
PR professionals and journalists share many practical skill sets. Still, public relations and journalism are fundamentally different:
Journalism is the effort to report the news on the public interest’s behalf objectively.
A fundamental critique against journalism is that objectivity is unrealistic and the public interest heterogeneous.
Public Relations is the effort to advocate positions on behalf of special interests subjectively.
A fundamental critique against public relations is that advocacy of special interests is manipulation by the affluent.
But even if both journalism and PR fail to live up to their ideal states at all times, both practices play vital roles in upholding a balanced and stable democracy.
Learn more: Journalism vs PR
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