Changing media landscape opens opportunities for NGOs

In an earlier post I summed up a presentation on the Pew Project for Excellence in Journalism’s annual report on the media. Below are three points from the report that weren’t mentioned in the presentation, but are important for organizations that want to connect to their stakeholders.

1. News organizations discover the long tail.

Most news organizations—new or old—are becoming niche operations, more specific in focus, brand and appeal and narrower, necessarily, in ambition. Organizations can seek out those outlets that speak directly to their niche.

2. News is a social experience.

Our relationship to the news—how we access it, how we respond to it—is changing. The Internet and cell phones have allowed users to turn the news into a social experience.  More than 60% of American access the news online. More than 25% of adults get news on their phones and PDAs. The new technologies are making news “more portable, perpetual, personalized and participatory.” Communicators need to keep this in mind when developing strategy.

3. The top stories vary from traditional to social media.

Social media look at different topics. What trends on Twitter is not typically what leads on NBC Tonight. During the week of April 26, 2010, for example, aliens dominated the news on social media while mainstream press covered the economy. If the boss is disappointed your press release didn’t make it into the New York Times, show her your stats on Twitter. The topic on aliens got some scientists talking seriously. Find the touchstone for your audiences and help them share it.