The value of my 401(k) is probably half of what it was a few months ago. And as the Dow hits new lows, in the retail industry, killer leads like this one are setting the tone as we tuck in for a hard candy Christmas.*
”Forget Charles Dickens. For America's retailers, it's looking more like a Charles Darwin Christmas.”
But instead of staying completely below the radar during times like this, well-informed marketers should communicate – in context. For media relations, non-financial stories are still being told. Business is (Really, REALLY) bad, and editors aren’t looking for feel good pabulum. The key is knowing how your story fits into the current economic climate.
Take a page from the U.S. Presidential elections and consider how your messages must change quickly to remain sensitive, relevant and effective.
*Yeah, I just referenced a show tune. Wanna fight about it?
This Is New. And It’s Important. The bottom line is that dwindling media resources make citizen journalism a must-have, not a trendy nice to have. As a result I think we need to keep making mistakes until we figure this out.
Matthew Ingram puts it best:“Citizen Journalism is “a process, not an event. Can it be abused? Obviously it can. Should we all be a little more careful, myself included, before we rush to post something? Sure we should. Did citizen journalism (or whatever you call it) fail? No.”
Jay Rosen weighs in with an ethics perspective. Will people game the system? Rosen proposes that ultimately the passionate will be most involved and by having an open system with widely available tools, users will police it. I think CBS Eyemobile and Apple offer examples of how the users are policing content. Does it need to work better? Possibly.
Get Involved. Inform Your Opinion. There are plenty of examples of how media outlets are engaging readers to create content. It goes from top down, MSM initiatives local and national to more grassroots, citizen-only projects.
Get your hands dirty and check it out before you wave the above examples as scary reasons why citizen journalism spells the death of mainstream media. MSM needs the citizen journalist as much as Charles Kane needed Rosebud (it was a sled, btw).