Day 10 of Pros and Conversation Series: A New Look at ‘Old’ Media

November 14, 2014

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By Steve Naru and Paul Dusseault

It’s clear that social content drives stock price, moves legislation and creates must-have products, but what drives social? The hot, hipster agencies with funny names may hate to admit it, but the vast majority of the voluminous chatter that comprises contemporary social media is actually about … what was in the morning newspaper or on television news. Traditional news outlets – stalwart engines of credibility – are the upstream influencers of the public mind, and therefore traditional media relations remain an indispensable element of reputation management. Why does one company gain favorable media attention and another is ignored? How do the best corporate communicators get into a “newsroom” mode? What makes a company story a news story?

Read the full article at the Center on Reputation.