NEW YORK, June 19, 2012 /PRNewswire/ -- A white paper that unveils newscrafting as a new discipline that is shaping the business of public relations has been published by Euro RSCG Worldwide PR, North America (@erwwpr), and authored by the agency's CEO, Marian Salzman, one of the world's leading trendspotters. "Newscrafting" is a term coined by Salzman to describe the way PR professionals need to be thinking now, in the evolving marketing landscape, about getting brands' stories out.
In its look at newscrafting, the paper addresses a crucial aspect of the new reality of PR: how it increasingly shares traits with journalism, whether we like it or not. For example, PR looks for information and angles that will generate attention-grabbing headlines, as does journalism; PR, too, is being forced to adapt to a media environment in which consumers can quickly flit among outlets that satisfy their needs for information, entertainment and interactions.
"Newscrafting is one of—if not the most—important developments in the practice of public relations in the last several years," Salzman said. "As much as we all know the landscape of traditional news and media has changed, nobody is talking about the ways in which those shifts have affected the business of how PR professionals must work for the brands they steward."
The white paper looks at the way the public relations field is evolving. Some examples include:
- Thinking headlines. Beyond the fundamental "who is paying" difference between journalism and PR, there are many similarities, including the raw material of both (new information, or new perspectives on familiar information); the way both look for information or angles that will generate attention-grabbing headlines and both aim to craft relevant info into interesting articles to hold people's attention and/or shape their opinions.
- Entertainment, interaction and information rule. The traditional Madison Avenue approach to marcomms—in which consumers were treated as captive and paid-for audiences that could be brainwashed into buying stuff by sheer weight of media and repetition—will be history sooner rather than later.
- News redefined. News is no longer what used to be delivered by the paperboy every morning or by the TV anchor at a set hour ever evening. Not only do growing numbers of Americans not get their news in those traditional ways anymore, but growing numbers of Americans have never in their entire lives gotten their news in those ways.
- Trends for newscrafting. Trendspotting for PR professionals is not about predicting the future; partly, it's about creating strategies to help our clients prepare for what's likely so that they can get ahead of the crowd and shape events. Equally important is the capacity via artful trendspotting for PR professionals to open doors and feed newscasting.
- Be the news. The tools have changed, but the essential job of marcomms professionals is the same: generate awareness and an engaged following for clients and causes. In PR, it demands a lot from its practitioners: creativity, originality, daring, mastery of social media, constant awareness of news and trends, and 24/7 responsiveness.
Salzman is set to present "Trends for the Near Future," her insights into the past, present and future of trendspotting (including newscrafting), at the 2012 Cannes Lions International Festival of Creativity on Tuesday, June 19, 9-10 a.m., at the Havas Cafe.
@erwwpr has already added newscrafting to its arsenal of cutting-edge and highly effective methods for telling its brands' stories, a move that has translated to the agency becoming one of the most award-winning of its size in the U.S. Recently named to PR News' CSR A-List, @erwwpr continues to build on momentum, setting the awards standard on several fronts, from client work to agency innovations to staff recognition. Its social media – and cause-related campaigns are especially prevalent on its list of awards (go to the agency's website at erwwpr.com to view the list).
The long list of Salzman's thought leadership, reputation management and social media programs includes heading up the creation of the pop-up agency Jack + Bill during her tenure at Porter Novelli; the initiative won the top awards in one year from PRWeek, SABRE and Bulldog Reporter. Her four-part series on the brain for the Huffington Post won a 2011 Bronze SABRE award for Speech or Bylined Article and an honorable mention from the PR News Platinum PR Awards; it was also one of many blog posts that led to top blogging honors from Bulldog Stars of PR, PR News Digital PR and the Golden Bridge Awards. In addition to Huffington, she has blogged regularly at CNBC.com, the Holmes Report, Adweek/Aol's Fuel the Future, Stamford magazine, erwwpr.com and eurorscgsocial.com.
About Euro RSCG Worldwide PR
We call ourselves @erwwpr; we're the North American earned-media and buzz boutique (#bethenews) within French holding company Havas. Headquartered in New York City, with Pittsburgh and Chicago offices, we've seen rapid growth in the last two years and stacked up a huge trophy chest (our CEO was PRWeek's PR Professional of the Year 2011 and our head of strategic planning is on PRWeek's "40 Under 40"), including awards for #wyclefforpresident (global scope), @theywinulose (Campaign Money Watch; against big money in elections), the first-ever teenage girl SoMe lab (The Sisterhood; industry innovation), Ford's Warriors in Pink (#welovecause) and Urban Zen and Mary J. Blige (#celebritiesmakenews). We're grounded in media, strategy, client service, trendspotting and community to ensure we message in straight talk and real time.
Chief Marketing Officer, @erwwpr
SOURCE Euro RSCG Worldwide PR