This morning I attended a PRSourceCode panel at Jacob Javitz in NY held in conjunction with C3 Expo. The panel line up included Dave Berlind/ZDnet, Mike Vizard/ZiffDavis, Paul Taylor/FT, Keith Shaw/Network World and Heather Clancy/CRIN. Steve Smith and his team at PRSourceCode do a great job hosting these panels. For a PR professional it's an opportunity to listen to some of the industry's best explain how journalism is changing, how their publications are adapting to these changes, and how best to work with the PR community. Below are some notes. "I'm going to lay this out there, if you like it it's yours, if you don't, send it right on back" (quote from what movie?).
Berlind: They say that blogging will kill journalism. I think blogging will kill journalists (in reference to the increased workload and time commitment)
Vizard: The new model is going back to the old model - you need to have a relationship. Releases are two sentences long, including the headline, so get to it. The trend is that news dailies are becoming news weeklies and the content will be news features.
Shaw: Tell your clients that it's more powerful when my online story comes out. You should be asking me, "When does this come out online?"
Vizard: Understand the "arch of the story" - what is the shelf life of the story and what is the potential for follow up stories?
Clancy: "Top 10" stories and lists are great - list trends, make predictions, etc.
Asked to comment on the top five issues they are covering -
Vizard: security, open source, processors (Intel vs. AMD), Apple, careers
Clancy: all those mentioned above and profitability, SaaS and Linux
Shaw: security, VoIP, storage and wireless
Taylor: security, convergence, social networking, media content/delivery, and compliance
Berlind: net neutrality, DRM, disruptive technologies (wikis, blogs), mashups, and mobility