Here press conferences et press kits were all tools placed at the heart of the relational dimension of these professionals. Today, with the flow of news, the proliferation of digital tools, the appearance ofapplications mobiles By delivering streaming content, journalists bombarded with information are less able to read it all. You have to go fast, always faster. Respond both to the dictates of the media world as it exists today, but also and above all to the challenges of companies pushed to grow and develop. We live in an era of acceleration due in part to the uncontrolled development of science and new technologies. But all this at what cost and until when? In his documentary "the urgency to slow down" Philippe Borrel makes us reflect on this incessant race towards the "always more" despite the just "good".
But could one be the friend of the other?
Journalists want useful, angled information that provides them with high added value content. Without opposing the “off line” journalists to the “on-line” journalists, we observe that their way of working is not the same. Hot news with brief content for some, substantiated and widely documented articles for others. So, it's up to press officers to meet their needs by adapting to new media formats and their uses, to redefine the contours of their profession by favoring “tailor-made” and maintaining quality information.
Like a marketing professional, he must take the time to study all the new medium and their positioning, target journalists on all of these new media, the nature of the information processed, and "sell" content in the appropriate format: short, long, angled, offbeat, humorous, with or without video, visuals, infographics, testimonials….
Information must, in order to stand out and stand out from all of this permanent flow, embrace a form of originality, and it is up to the press officer, yesterday more “corporate” to adapt by offering varied content.
This is what is at stake in their profession today! We must not believe that it is disappearing, on the contrary!
A "new profession" is being reinvented
Current modes of communication and the gradual integration of robotics and new technologies into our daily lives (e-health, in particular) will digitize human relations. With our ultra active lifestyles, we want to save time or at least not waste it. Man, day after day, faces the machine even more. You only have to look in the metro, in the street, even at home, to observe ultra-connected people. But the journalist and the press officer are not machines.
With the virality linked to the thousands of tweets, retweets et posts every day, journalists sometimes can no longer know where the information comes from. How then deontologically relay a content whose source is no longer really proven?
The “new” journalists, bloggers, influencers are swarming and need relays and reliable sources of information. It is up to these "new" press officers to create a relationship nourished over time and trust. The latter need more than ever to inject living things and humans. It is not tomorrow that “e-press relations” will emerge. These “new” professions, to ensure their transformation, must be accompanied in this process. To function as a “duo” in this ecosystem, their human relationship is essential.
In times of crisis, without human relations or exchanges with journalists, how to shed light on the truth? How to explain and create transparency?
By a Tweet?
You need a hyphen, and this hyphen is the press officer.
The very essence of this profession, which is ultimately very complex, is based on the time spent building relationships with the media, knowing how to respond in the moment, adapting to all possible changes, knowing how to anchor effective communication to make people better known its company, its specificities, the people who make it up. To do without a good press officer is to deprive yourself of an irreplaceable human communication tool.
This is not what I wish for companies!
No, I truly believe that Press Relations Managers have more than ever a key and fundamental place in the city. They are more than ever the guarantor and the engine of the notoriety, and especially of the reputation of an organization.
No, not all relationships are uberized!
Tribune by Axelle de Chaillé, guest of the We Are COM team