Posts Tagged ‘newspapers’

  1. The age of intolerance

    Published on Tuesday, August 17th, 2010

    I fear that the recession might have accelerated the age of intolerance and ultra conservatism to risk.

    Is our new-found enthusiasm for saving versus spending, the resignation of the CEO of HP, and the decision of the Christchurch councillor to quit at the next election over a sandcastle spat symptom of this, or the disease itself?

    We seem to be in a time when how things look is more important that how things are, i.e the facts.  This is underscored by journalistic minions trolling through the café receipts of elected representatives and their officials to find an ill-gotten coffee, while the reasons for the burgeoning welfare cost go largely unexplained.

    It’s now a world where being given a bun with mould on it in a takeaway store is worthy of editorial coverage by our major newspapers

    I recall the comments of Philippa Fee at a liability seminar last year organised by Lumley: “There have been in New Zealand a sudden shift in social behaviour reflected in greater demand for accountability, less tolerance, deeper acrimony and a growing appetite for class actions. These behaviours are evident in businesses, consumers, employees and even agencies of government, and there are implications for all forms of public and professional liability. We are no longer litigation shy.”

    This was the backdrop to Philippa’s presentation on Directors & Officers insurance, and she counseled that when it comes to liability paranoia is healthy, particularly in times of economic stress.

    I hope she’s right, and as economic stress dissolves (economists-assured), these picky traits we are exhibiting are not so deeply embedded in our national character they remain permanent fixtures.

    For communicators, these times give us different opportunities to exhibit our issue management skills, so we shouldn’t complain.  It’s for Kiwis who’ve prided themselves historically on having a “fair go” attitude that I feel sorry.

    But perhaps I’m just paranoid.

  2. Who’s really reading the news?

    Published on Wednesday, November 26th, 2008

    The objective of news is to inform an audience.  Yet what happens when the audience has no desire to engage with the news?  According to a recent study about news consumption in the US by the Pew Research Centre for the People and the Press, 34 percent of Americans aged under 25 say they get no news in a typical day.

     

    Despite our 24/7 news culture, this figure is up from 25 percent in 1998.

     

    The study calls this group thedisengaged’ and can be generalised as those who have a low interest in news and news consumption.

     

    Perhaps this is because there are so many media channels out there to choose from and so much information to digest, that they choose to become disengaged. However, we also need to keep in mind that while people may say they do not listen to or read news, they take in enough information from a variety of sources to remain informed.

     

    Interestingly, while social networking sites are very popular with young people, they have not become a major source of news. Just 10% of those with social networking profiles say they regularly get news from these sites.  Maybe an opportunity exists to ‘network and news’?

     

    As PR professionals, a core part of our business is supporting clients’ news opportunities, but are we sufficiently familiar with the needs of their target audiences and how they get their news?  How do we engage the disengaged? 

     

    The Pew report shows that trends in US news consumption continue to move rapidly towards online news usage and away from traditional news, especially newspapers.  That trend is less pronounced in New Zealand.

     

    “Net-newsers” are the fastest growing group, depending on online sources for all of their information.  Usually male, affluent and well educated, they read political blogs more than they watch network news and have a particularly strong interest in tech news. 

     

    At Network PR we have always known that relying on one high reader or viewer channel is not the most effective way to get to core audiences.  Identifying and using the myriad of channels and developing customised approaches are far more effective.

     

    For example, while hundreds of thousands might have read the Herald today, did every one of them read your story in the health section on page six?  And if they did, was it really your target audience?

     

    The term ‘target audience’ clearly needs to be examined carefully and their real life media consumption understood in order to reach them.