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‘Is media taken care of’ or ‘I hope someone is taking care of media’ used to be pregnant thought with the event organisers. It was one of those things that defined their success, something that made them anxious.
With time the things have changed. The meaning and needs from media have changed. To really read between the lines and decipher the right meaning of such simple sentences, you have to carefully listen to the tone and pressure points. It can anywhere between welcoming, entertaining, serious, in conflict or even threatening.
Initially focus used to be the print journalists. At times this ‘taken care’ meant if the post event docket been handed over. The single use press kit folder including press release, MD over smiling mug shot, new product specs. Oh, the most important thing was the mysterious gift-wrapped box. Organisations have been known to waste precious time brainstorming to discuss its content. It could have anything from a wall clock- to DVD player. What finally went in was a function of the company’s status and situation.
‘Take care’ included some tricky assignments. For example, even if the journalist has failed to attend the event, the gift must reach him. Journalist even divided territory and events according to their schedule and convenience. So they would attend functions selectively. It was all very transparent. They would collect the gift and press kits for their friends. Many of them from rival publications. These items were then traded at the press club over a very affordable whisky glass.
That was era when media was not so hugely fragmented. People invested in cultivating relationships. Journalist remained with an organisation for long. Many journalists in these circuits were more powerful and known than the media they represented. It was somewhat easy to follow-up and ensures decent coverage. It’s different that this decent had different meaning for you, the journalist, your boss and the client.
Later ‘Taken care’ was loaded with duality. It could mean a gift or a threat. Such an innocuous statement it is. No, there were not many incidences of physical harm. But these things work on possible possibilities. Media bouncer, specialising in ensuring no-negative coverage were a reality.
Those magical days are over. Even gifting is so camouflaged that few trained eyes catch it. The process and content have changed. Media fragmentation has played its own role in spoiling the party. The cost multiplied and the per unit value of gifts dropped. How many clocks and watches, pens and wallet could one simple journalist want? Soon vouchers and envelopes took over and then it managing these away fro the prying eyes became an art.
Media fragmentation further changed the game. There were too many media houses and avenues for the clients. It was now no-longer street of one-way obligations.
The new ecosystem of interdependence was born. Media was dependent on the other side for news and bytes. And the other side in turn was dependent on them. Information, exclusivity and informers were the new currency being traded in these circles. Media multiplicity was unmanageable. To make sense out of this circus, filters of niche, importance and readership were used.
Suddenly social media is all over. Instant news, views and updates were in. Audience was the media. They were creating content with their facebook, tweets and what’sapp. The audience became and important messengers and influencers. The role of such events was questioned. Paid media, owned media, earned media and other such things was the new facilitator. The aggressive misguided PR and relationship people broke the much-nurtured relationships. The new equations failed to sprout.
TV channels by default have demonstrated Pablo effect. They have been serious in their demand. The organisers work for them. They ensure space for camera platform. Light is controlled and time demanded by the cameraman is given. They get the attention they seek.
The event organisers do not even think of such a space for print and digital, a comfort zone for Print and digital journalist. It is not much. Simple table chair would do. A Wi-Fi loaded zone a bonus. Something that will stop them cramping on those single uncomfortable chairs. Or sit at the auditorium steps or even keep standing while silently taking notes or firing tweets.
Maybe it is time that the Industry associations take the initiative. Starting from advertising and marketing industry events media is provided designated space. I am not referring to the media room.
We let the invited media know well in advance about their programme. How many are invited. What will be taken care of? Where will they be staying? Will it be in the venue hotel?
Do not wait till the end. Let them know as early as possible what is planned for them.
Trust me this small step will make life easy for the media. They will be able to better plan, something that will reflect in content and coverage.
Maybe PR association or the media bodies take the initial step. Maybe a minimum space specs needs to be defined. Maybe media need to boycott functions where such basic needs are not addressed.
Things have changed and so has media. I know this is pure fantasy. I know no one will stop. I know media will again accept what is served. I know they will adapt. I know with time the media treatment at such events will further worsen. And I tell you; media will have to take the blame for it.
his was first published in MARKETING BUZZAR. Other articles published in Marketing Buzzar click here. You can access them here too
