Recently, we attended a panel with a business editor at The Washington Post and heard about some of changes being phased in under the ownership of Jeff Bezos. After hearing about how their news teams are being re-invented to better serve their audience in the ever-shifting digital space, it was clear there is one main takeaway for PR professionals – a diverse, multi-faceted approach is key to getting your news noticed.
We all know that there has been a shift in how news organizations are tracking engagement, particularly newspapers. The focus has moved online, compared to “old-school” circulation numbers. In fact, one goal Jeff Bezos set was to beat the online traffic of The New York Times, and they achieved this goal for the first time in October 2015.
How did they do it? Reporting teams are taking a multi-faceted approach to covering the news. They are considering new and innovative ways to reach their audience, including interactive images, compelling video and infographics.
At Van Eperen we understand the impact these images and video have when bringing a story to life. Recently we created a number of compelling infographics to complement and propel engagement with our integrated outreach approach. Also, we developed a multi-layered educational campaign, that included heartwarming videos of patient success stories.
In everything we do, we keep an eye on how to integrate the best elements to tell a compelling story that will get noticed. As the media world evolves, we evolve with it.
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